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Helpful tips for direct mail success
Direct mail marketers are likely already very familiar with tools that can help them do their jobs better. Direct mail software is one solution that streamlines the design process as well as managing other aspects such as postal rates and address validation.
However, the purpose of direct mail is to attract new customers, increase the loyalty of existing ones and drive more revenue. In this regard, it's important that these marketing materials are created in such a way that helps accomplish all three goals. Direct mail marketing is much more than sending items to names and addresses on a list. There should also be some sort of creativity and strategy involved in order to maximize results.
Helpful direct mail ideas
There are a number of ways to maximize the chances of making an impact with consumers using direct mail. TMR Direct, an inbound marketing and direct mail company lists some useful suggestions that marketers can adopt to ensure the success of campaigns. One of which is to broaden the range of direct mail efforts.
Many brands have dedicated and loyal customers who will routinely act on offers made through the mail. There are also other individuals who may not do consistent business with a company, but have been responsive to direct mail marketing efforts. However, there is still an entire group of people that may have interest in a brand's offerings but haven't received an offer.
For these individuals, TMR suggests running an analysis on the risks and benefits of producing additional materials that can be sent to customers who have never received promotional mailers. The worst case scenario for undertaking this task is spending money on marketing that doesn't work. However, the flip side is the potential for increased consumer awareness, which could have a positive impact on sales growth.
Another tip from TMR is using upselling techniques in direct mail marketing efforts. If a customer is interested in buying one item, there may be others they would consider purchasing as well. These things can also be marketed in bundles that a consumer may be willing to buy.
Other direct mail tips
The previous examples are things direct mail companies can try to entice consumers, but there are other tactics that could be effective as well. Ideas For outlines a number of effective strategies that direct mail marketing companies can utilize. However, the most important may be the use of creativity when producing packaging.
Printing words such as "Do not open" on mailers can be a great enticement. Other suggestions include using colorful paper to print materials that stand out and capture the reader's attention.
The rapid adoption of technology and the ease in which brands can communicate with consumers, especially when it comes to advertising, can't be ignored. However, direct mail is still a viable marketing tool that has the ability to deliver successful results. However, marketers need to understand that their efforts must be increased in order to offset electronic communications, especially in the advertising arena.
