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How to create more impactful direct mail
Direct mail is still used by retailers, nonprofits and business-to-business firms alike. While mail pieces are a great way to grab customers' attention, there are several concerns marketers need to keep in mind when creating direct mail campaigns. Bulk mail software is an essential tool for managing these challenges.
In the past few years, the number of different marketing channels has dramatically increased. While social media is no longer new, its applications for advertisers have expanded recently. However, many marketers still express a preference for direct mail, despite the availability of other channels. In fact, BrandMuscle revealed in its annual local marketing report that 81 percent of companies use direct mail, compared to the 72 percent that utilize email.
Although this may seem like a positive trend for direct marketers, BrandMuscle identified some significant opportunities and challenges for both traditional mail and email. While the primary reason for avoiding email was because it was too complicated to use successfully, the cost of direct mail was a serious barrier to entry. However, this doesn't need to be the case.
How you can improve direct mail ROI
If your brand isn't using direct mail effectively, you may not see the return on investment you expected. One of the reasons for this may be problems with deliverability. Customer records don't stay current forever, and if you never clean your mailing list, there's a strong chance postcards won't reach customers. People may move or information in a database can contain errors. It's hard to optimize your response rate if people aren't receiving your messages in the first place.
Postal address verification is crucial for ensuring direct mail pieces are sent to the right place and avoid directing duplicates to the same person. Postage represents one of the most significant costs of executing a direct mail campaign, so you want to make sure you are getting the most for these expenses and your marketing budget isn't being wasted on mail that doesn't reach the right person. While it takes more than this to create a compelling mail piece, design and copy won't matter much unless postcards arrive in the mailbox.
Other tips for getting most out of direct mail
Address correction can ensure you aren't wasting your budget on undeliverable messages, but there are some other important elements of direct mail that can improve response rates. Here are some suggestions for campaigns that will convert:
- Segment your list: One thing online marketers are doing really well is targeting messages to different groups of customers. Direct mail marketers can employ these same practices and build different lists for unique mail pieces, according to Business 2 Community. The days of sending a generic message to your entire list are over. Personalization can improve results and ensure direct mail remains a viable marketing channel.
- Use a clear call to action: This is one of the most important elements of a direct mail piece. Without a call to action, recipients may set the postcard to the side and forget about it. This next step can be just about anything, whether it's visiting a website, calling the business or making a purchase, but this needs to be obvious, National Mortgage Professional Magazine stated. In addition, using active language in your copy can help to reinforce this message.
- Include an offer: Coupons are still an effective strategy, even though many brands have moved their discounts online. Direct mail may be more effective when you provide a compelling benefit to recipients. This gives them more incentive to follow the call to action.
