For inquiries about direct mail, be sure to contact our friendly team here at Atlas Direct Mail. We have extensive knowledge within the industry and are here to provide you with the information needed for a direct mail campaign. This article will provide you with some insight into just how effective direct mail can be when used correctly.
Set Your Goals For Direct Mail
What are you trying to accomplish with your direct mail campaign? Do you want to reach new customers? Or maybe a specific market segment that you haven’t entered before? Do you hope to tempt past customers to check you out again? Are you showing off a new product or new services? Maybe trying to grab your share of the seasonal business?
Understanding what you’re trying to achieve with your direct mail campaign is the first and well-kept secret to success which a lot of novice marketers are making the mistake of skipping.
Know Your Audience
When the recipients of your direct mail campaign realise that you have the solution to a problem they face, they respond. It’s that simple.
You don’t have to guess wildly to understand your customers – not with the wealth of data available these days. Take a look at what has prompted customers to respond in the past, whether it’s discounts or advanced access to new products.
If you’re on social media, check out what your visitors respond to there – and don’t miss out on what you can learn by reviewing comments and ratings on your competitors’ sites. Even consider asking your existing customers directly by sending out a survey or talking to them one-to-one.
Build A Mailing List For Accurate Direct Mailing
Start with your internal “house” list of continuing clients. You may need to tidy up the list a bit and make sure all your data is correct. Segment off your very best customers – aim for at least 1,000 records – and analyse what they have in common. Maybe it’s demographics, maybe geography, or perhaps the type or size of their company is the critical factor that matters most.
Form Your Message
Now you’re ready to define your unique selling proposition, which is the factor that differentiates your business from your competitors. Focus your message on what sets you apart from your rivals. Possibly your strengths are pricing, customer service, convenience, technical knowledge, attention to detail, or appeal to a specific demographic group.
Whatever your unique selling proposition is, emphasise how you will solve your customers’ problems and make their lives better. Make sure your message flows well into a great direct mail letter, that showcases your products and services clearly, and that it’s crafted to appeal to your target audience.
State Your Offer Within Direct Mail
Whenever you send direct mail, you want to offer your audience something that they can’t resist. You want to nudge them toward taking a specific action – making a purchase, visiting your website or store, or making an appointment to learn more about your services.
Along with your unique offer, you need to provide incentives. How about a time limit to force them to take action now – say, a discount that’s going to expire soon? Free shipping, free samples, easy payment terms, gifts with purchase, coupons for specific items or a percentage off – these are all great incentives that can prompt your customers to respond.
And don’t forget to tell them what you want them to do. Your call to action is so vital that you shouldn’t leave it for the end of your piece. Scatter it repeatedly throughout your direct mail piece so no one can miss it.
Choosing Your Direct Mail Supplier
Choosing a Direct Mailer can be a deciding factor in achieving a successful campaign, with a range of factors playing a part in your final decision, such as location, customisation and more.
Atlas Mail are experts within our respective field, applying our expertise to achieve the goals set out by our clients. Contact us today for more information on our direct mailing services.