Latest News
How to pick the right direct mail medium
Direct mail marketing continues to be a great way to reach customers and drive sales. Companies that utilize address verification software already understand the importance of getting marketing materials to consumers. But ensuring direct mail is in the correct medium, such as a postcard compared to a sales letter, can help increase revenue and boost the campaign's success.
1. Survey consumer preferences
A specific target audience may like a certain type of mail piece over another and a campaign's success often hinges on customer preferences. Businesses can get a feel for which medium customers like by polling them in the store, online or through a mail survey asking them to rate certain mail styles. Organizations often hear one medium can produce a greater return on investment compared to another, but if they don't have a real beat on which types customers prefer, then a campaign, no mater how well it is conducted, might not reach its potential.
2. Create sales goals
Developing a clear set of short-term and long-term goals can help a company choose which mail style to use. Postcards can be a great way for companies to quickly get information to the consumer, and PsPrint suggests businesses understand how a medium can impact the sales objectives of a campaign. PsPrint recommends companies create a plan for what the direct mail initiative should accomplish and ensure the type of mail piece corresponds with the subject matter of the campaign. For example, a magnet with the future schedule of deals can be saved by customers and may assist in the long-term goals of a company, while a postcard with that week's sales may help drive the short-term goals.
3. Test the campaign's response rate
After direct mail materials have been sent, organizations should remember to test the success of the campaign. One of the ways a company can achieve this is by keeping track of how well a certain product sold after the marketing materials were delivered and if the customers subscribed to the mailing list.
