Creating an Engaging Direct Mailing Campaign

1. Apply email logic: You probably have heard by now that before blasting out an email, you want to make sure you get people to opt-in to your communications. Otherwise you can be labeled as spam. With direct mail, there is a similar reaction – it’s called, “This piece is going right into my trash can.” Before sending out a mass direct mailing, qualify your audience. There are lots of ways to do this, including:

2. Keep that consistent message: Is this starting to sound like a broken record yet? If so, good. This is so important. If you are tweeting to people and then you decide to send that same audience a direct mail piece, how can you let them know that you’re the same company? That you value their relationships just as you indicate online?

3. Make it useful: Just like with email, people are getting bombarded every day by come-ons, little gadgets, catalogs – all kinds of stuff. You know. You get all of that stuff, too. What sticks out in your pile of paper? The thing that can help you solve a problem.

4. Let your audience interact: The people you are sending mail to are hopefully overlapping with the people who are liking your Facebook page and following your tweets. They’ve established that they have insights about your company, your products, and/or your services. Why muzzle them with your direct mail piece? Ask them to respond by posting a video to your Facebook page, or include a survey that could be returned as entry into a contest. Include a link or QR code that takes the recipient to a relevant video. Converse.

5. Think outside the box: This is so important, just as it is with your website, with your advertising, and with all of your marketing. Postcards can serve a purpose, but there is so much more that can be done now with direct mail campaigns. From DVD mailers to things I’ve never seen and can barely imagine, this marketing channel is ready and waiting for a slam dunk, thoughtful, engaging campaign. Are you ready to send one out there?

To read more click here:  5 ways to create a more engaging campaign