What are you looking for from direct mail?

Marketing /  16 January 19 / by Iain Schofield    
What are you looking for from direct mail?

Are you looking to reach out to existing or potential customers? Direct mail could play a vital role in your marketing strategy.

When planning any marketing campaign, start by asking what you hope to get out of it. If you don’t know how you want customers to respond, chances are, they won’t either.

Sales

Increasing sales is one of the most obvious objectives for any marketing campaign. But sales should be the destination, not the driving force, of a successful marketing campaign. Customers are smart and a hard sell is a sure-fire turn off.

Visibility

Direct mail is one the fastest and most effective means of getting your company in front of potential customers. You can offer the greatest service/product in the world but if you don’t tell anyone about it, you’re going to struggle.

That doesn’t mean you should tell everyone. Targeting your marketing will make sure you get your message in front of the right people.

Building relationships

Sales isn’t all about attracting new customers, often it’s about looking after the ones you already have. Existing or lapsed customers can be more valuable than new leads.

Personalisation and small touches are a great way to show customers you value them. Using their name, wishing them happy birthday, checking in on a previous purchase are all excellent ways to build lasting relationships.

Make the next step clear

Whatever response you’re looking to receive from your communication, make it clear to the customer. The hard truth is that most people will not read all the copy on your mailing. You have a finite amount of time and attention to exploit, so make it count. Make sure your call to action (CTA) is clear, set it apart from the body of the copy. Offer customers something compelling and make it clear how they should proceed.

Not all communications need a CTA

Sometimes you won’t need an overt CTA. The communication might be enough in itself. A birthday card for a previous customer is a compelling message that helps to build a relationship. Shoehorning in a salesy CTA may undermine the sincerity of the gesture, undoing all your hard work.

The most important thing to communicate…

An understanding. Whenever you send out any marketing material, think about the recipient. Consider who they are and how you’d like them to respond.

Check out our Direct Mail Hub for more useful tips.
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