Proven tips to keep direct mail campaigns interesting
Ask digital marketers about the effectiveness of direct mail and marketing campaigns, and they may not be believers. After all, direct marketing has been around for years - web marketing with email, social media, even text messages is a relatively new concept in comparison.
However, the benefits of direct marketing are continually reported in the media and proven by higher-than-average responses to clever campaigns to targeted audiences. According to Marketscan, there are several ways companies can use direct mail to compete with more modern forms of marketing:
- Make target recipients happy by sending friendly, personal messages that may be overlooked in web campaigns.
- Use language that reflects a one-on-one conversation, avoiding the traditional sales techniques that could make the message seem phony.
- Unless the direct mail includes a letter, keep the messages short and interesting without trying too hard to be clever.
- Don't forget to drive the message home, which gives people a reason to make contact quickly instead of forgetting or pushing the message out of their mind.
- Follow up after all campaigns, whether it's with reminder postcards or a complementary marketing campaign.
Marketscan advises companies to strive for a "good buy" rather than a "goodbye" by practicing impeccable list hygiene and sending attractive web-to-print mailers to a streamlined recipient list.