Creating a Direct Mail Marketing Campaign

Strategic Marketing and Mailing provides all the tools necessary to create a successful direct mail marketing campaign. The most important aspect of creating an effective campaign is to target the appropriate audience. Research what efforts have worked in advertising to the target audience you want to reach. Personalizing the mailers by providing actual names is also important to help people feel that the message is directed to them personally. Another key element to direct mail marketing is to constantly test and change the strategy in order to improve results. Strategic Marketing and Mailing would like to share some tips today about how to create a strong direct mail marketing campaign.

Strategic Marketing and Mailing

Five Tips for Direct Mail Marketing

1. Cultivate the perfect list and craft targeted messaging.

“Make every piece count. Instead of a spray-and-pray approach, go for a targeted approach looking for the best audience. Understand how subgroups within that audience differ and message appropriately. And for each subgroup, test multiple types of messaging, creative, offers to determine the winning formula for each subgroup in the target audience. Continually fine tune and refine future campaigns based on learnings.” Kamal Tahir, Management Consulting, Greater Chicago Area

2.  Personalize content and be personal.

“With digital print technology it’s so easy to tailor your direct mailing to your recipient. Use their name, business name, interests, any relevant information you have about them on your database to make your direct mailing personal, relevant and responsive.” –Amie Peters, Head of Direct Mail at An Post, Ireland

3.  Be specific with your call to action, and focus on just one.

“Marketers should be blunt and clear in describing what the next step should be for the recipient. Keep the design of the direct mail piece simple and uncluttered. Place emphasis on the call-to-action and make sure it supports the one main idea of the piece.” –Cynthia Fedor, Marketing Team Lead, QuantumDigital

4.  Include a way to track performance, then test and measure what works.

“Make sure your efforts are measurable. No matter how awesome your direct mail piece is, you’ll never know unless you can track it. Examples of the easiest ways to do this would be to have a question like, “How did you learn about us?” or have them enter a code from the direct mail upon registration.”  –Brittney Honkomp, University Student, Texas

5.  Continually optimize and be consistent with direct mail efforts.

“Prepare. Test. Measure. Analyze. Modify, Repeat.”

“Prepare by sitting down and working on a clear strategy with measurable goals and objectives so you can make an informed decision regarding the effort. You need to use historical performance along with your understanding of the current market (society, economy, political, competition etc.) so you can project what needs to happen in order for the campaign to succeed [ie] pay for itself or generate a profit. If your response rate won’t generate enough sales on an offer that is too inexpensive and has low margins…you might want to rethink the campaign.

To read the full article click here: 5 Tips for Direct Mail Postcard Campaign