3 ways marketers can enhance their direct mail
Many marketers still believe in the power of direct mail but have trouble creating content to catch the eye of the American consumer. Business 2 Community recently provided some advice for marketers to help them draft more arresting promotional material.
While direct mail content needs to include information about a business's products and services, it also needs to have a call to action for its readers. By telling consumers to visit a website, use a coupon, or tell their friends about a product or offer, a direct mail piece can cause recipients to interact with a brand.
Relaying the intended purpose of the mailing at least twice is another thing direct mailers should be sure to do. Marketers never know how long potential customers will view their mailings, which is why they should be sure that even if recipients are engaged for a few seconds,they understand why they received the marketing material.
Businesses can also improve their direct mailings by analyzing the mailings of other companies, and by creating strong headlines that grab the attention of recipients. A strong headline should not be overstated, and should contain specific information that is of value to a potential customer.
After understanding how to create strong promotional material, marketers should look into using address verification software to ensure mailing lists are accurate and up to date. No matter how effective a piece of mail is, if it is sent to a nonexistent address, the return on investment for the campaign will suffer.