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How to prepare the perfect direct mail piece
Direct mail is a powerful marketing medium, but only if marketers use address verification and take the time to create quality content. Ensuring that there's accurate contact data when it comes time to send the direct mail pieces is important because it may take time to clean and improve. But once that is taken care of, start crafting compelling and personal content that will lead recipients to further interact with the brand.
Having everything in order for the mailing process, such as a clean mailing list, postage plans ready and mailing service picked out, marketers can start to put together a campaign that is targeted to its intended recipients. Segmenting each list is important to ensure that each person gets an intimate and relevant promotional piece. Here are three steps to creating a personalized and engaging piece of mail:
1. Entice them
Business 2 Community says a good piece of mail grabs people's attention and gives them food for thought. Offering a free trial or having a discount will interest recipients and make them open it up. Once they are intrigued, they will read more and want to find out how they can try out the products or goods offered.
2. Make responding easy
Most customers aren't going to go out of their way to respond to a direct mail piece. However, if it's as easy as going online and typing in the company website URL, more people may take the time to actually investigate. Include clear instructions to help them navigate the site, too.
3. Follow up
Keep track of how the mailing campaign is going. Once responses start coming in, measure them and compare to previous campaigns. If there are more opportunities to be had, try contacting recipients further via phone or with a simple postcard.
