Capitalize on the benefits of direct mail by crafting the perfect mail piece
In recent years, some marketers have made a push to move advertising efforts online. However, according to Research and Markets, a research firm, the overwhelming amount of information available on the Internet has actually led businesses to again adopt more comprehensive direct mail strategies.
Each year the Direct Mail Association releases a fact​ book full of marketing statistics, and this year the DMA found that more than two-thirds of people from all generations have been directly influenced to make a purchase by a piece of direct mail. The main challenge for businesses is deciding how to craft the perfect parcel.
Be enticing
In a recent infographic from the DMA, research revealed nearly 80 percent of direct mail recipients are compelled to react immediately. Businesses should focus on giving existing and potential customers something to react to and a timeline to do it. It could be as simple as a discount or as complex as a competition, but providing readers with a unique hook will give them a reason to act and, in turn, make a purchase.
A common folly companies make in this aspect is treating direct mail as a mass marketing technique, as it was once popularly known for. Yet, today, direct mail is more effective when tailored to appeal to a specific segment of an organization's audience.
Ensure longevity
It's one thing to reach out to a potential customer and inspire them to make a purchase, but that's not what companies should be ultimately aiming for. One-time customers can be a help to immediate sales numbers, but attracting invested, long-term shoppers is the key to ensuring sustainability.
Advertising a continuity program, like a monthly shoppers' club or something of a similar nature, will help customers become familiar with a company's products, services and brand while also establishing them as a loyal, repeat customer.
Reassure quality
It's not always a certainty customers have heard of a business or even their products. That puts the burden of reassurance on the sending company.
Direct mail pieces should not only include information touting the product or services quality, but the letter or envelope or some piece of the mailer should include a strong guarantee, especially if the customer won't likely be making the purchase in person.
Once a company has developed its perfect piece of direct mail, the next step is distributing it. Each year the United States Postal Service processes over 39 million changes of address, but that doesn't account for the thousands of families who move and never properly file with the post office. Investing in address verification systems can help maintain the integrity of a business' mailing lists, saving ample amounts of both time and money.