subject: A Little Direction for your Direct Mail Campaign [print this page] A Little Direction for your Direct Mail Campaign
If you check the pulse of direct mail marketing you would notice that it's not completely left for dead.
In the age of social media, online lead generation and email marketing, there's no question direct mail isn't exactly at the forefront of today's marketing channels. But this marketing tool can prove to be invaluable for a company that plans, coordinates and executes the campaign precisely and efficiently.
In a sense, direct mail could be a complementary marketing tool to use alongside web-generated content to help stand out from the plethora of information thrown at consumers daily. With advanced electronic databases, targeted consumer information and more, direct mail can target the specific audience with the message they want to hear. Here are a couple key tips to keep in mind when embarking on a direct mail campaign:
Know everything about your customers, that is. It's critical to know their buying habits (whether from you or a competitor) location, buying experience and how often they purchase your products or services. These statistics and information can help you decide whether to allocate your budget towards a certain amount of prospects and which specific ones.
Offer something to your prospects in your direct mail piece. Incentives such as coupons, one-day-only sales, free trials, and other offers give your prospects a desire to act. The sense of urgency created by time-sensitive deals or coupons initiates the buying process for your prospects.
Expect nothing from your efforts if you don't set rational goals for your business. Understand the impression rates of your prospects and how many pieces typically must be sent to create awareness. Your ROI must be based off your product, service and/or price point of what it is you're offering.
Does your company utilize direct mail marketing? If so, what other tips must you keep in mind?
