Direct mail campaigns may seem like they aren’t as effective as Internet-based campaigns, but they are still very much in existence in marketing. Many small and large businesses do their homework to properly target the right people and send direct mail that would interest them the most. One of the most important aspects of direct mail campaigns is sending them to the right people, otherwise it is a waste of your time and money. Here are the top 5 tips for an effective direct mail campaign.
1. Varying Sizes
In order to get your direct mail campaign noticed, you need it to capture their attention right away. Start by choosing a larger-than-average size, especially if it is a postcard. You can get larger postcards printed and sent out, letting it stick out in a pile of mail that might otherwise be looked over entirely. You don’t want it so large that it becomes a hassle, but a couple inches larger than standard postcard mailing campaigns.
2. Choose Your Target Audience
This is easily one of the most important things to consider when you’re planning a direct mail campaign. It not only ensures you are sending your mail to the right people and that they are likely to pay attention to it, but it avoids thousands of postcards being thrown away without a second glance. That is going to cost you extra time and money, which is better spent really focusing on getting your target audience narrowed down. Be as specific as possible.
3. Include a Call to Action
Getting the attention of your prospects is only the beginning; you need to be clear about what it is you want them to do. Perhaps you have a QR code that they can scan with their mobile, you let them know a number they can reach to learn more, or provide an email or website link. Be sure you have a very clear and obvious call-to-action, providing instructions on what they should do next.
4. Select a Clear and Clean Design
The overall design of the direct mail campaign materials is also incredibly important. Have an experienced graphic designer create it for you, letting them know as much about your business as possible. They know about the proper designs to get your target markets attention. Above all else, it should be clear and clean, not at all busy or confusing. Basic information, clean lines, and blending colors should be used.
5. Increase your Return on Investment with a Longer Campaign
There is a very low percentage of getting attention with just a single direct mail campaign sent out, so plan on a larger campaign. IN order to achieve your goals with the campaign, aim for at least a six-month campaign, or longer if you can. You will be sending out postcards or information to the same people several times in order to get their attention and increase your chances of them following through with your call-to-action.
With these simple tips, you are on your way to having a great direct mail campaign. You should also be careful of the wording you use, including simple and clear instructions, and being brief about explaining what they receive if they follow through with your CTA.