5 February 2013
In a society dominated by digital, can the traditional printed direct mail asset still make an impact on targets – and produce a healthy return for your business? We believe it can (in fact, the comeback of direct mail as a tactic made our list of marketing trends for 2013). But in a world abounding in online communications, today’s direct mail campaigns require a different approach to effectively stand out in the eyes of information-overloaded consumers. Follow our five simple tips for achieving better direct mail results in a digital age.
1. Think quality over quantity
While emails can be swiftly deleted with the click of a mouse, the tangible nature of direct mail can make this traditional marketing platform more likely to attract attention and engage targets. But in today’s competitive market, a cheap, flimsy flyer just won’t cut it.
Standing out in a predominantly digital world means moving away from the mass mailout mentality and focusing on high quality, professionally designed and beautifully finished print assets. The extra time, effort and investment is likely to be appreciated by digital weary recipients – and reflected in the results of your campaign.
2. Identify worthwhile prospects
The quality over quantity idea should also apply to your mailing list. Rather than taking a blanket approach to your direct mail campaign, think carefully about which prospects are the ones most likely to result in a positive response rate.
Choose a select group of recipients at the appropriate stage in the buying cycle, ensuring the content is highly targeted and relevant to prospect needs. Strategically targeting a smaller number of prospects can also enable you to invest in better quality materials and a higher standard of creative services.
3. Be creative with your concepts
Print marketing provides the opportunity to create innovative physical assets that simply can’t be matched online. While creativity has always been key to direct mail success, the increased volume of communications now received by customers every day makes highly creative concepts more important than ever.
It’s simple – bland, boring, run-of-the-mill direct mail is never going to yield great results. But a creative asset that makes people think, makes them smile, or simply makes them stop what they’re doing and pay attention to your offering, is what will effectively cut through and evoke a response.
4. Focus on powerful messaging
No matter how attractive the design or high quality the production, your direct mail marketing will fail to perform without strong, compelling messaging and clear, powerful calls to action.
Creative, persuasive copywriting that instantly engages and concisely communicates the benefits of your offering will give you a far better chance of achieving the desired result from your targets. Also, as print audiences have different requirements to their online counterparts, it’s crucial that messaging is tailored to this medium.
5. Make it personal
Customer data is an extremely powerful tool – and using this information to craft highly personalised direct mail pieces can yield powerful campaign results.
Tailoring your direct mail marketing to specific groups or individuals can lead to improved response rates, with assets more likely to gain the attention of targets and make a stronger impact through their personal nature. Check out this example of how a personalised direct mail campaign led to a successful result for our client.
Our creative portfolio has plenty of inspiring direct mail examples that demonstrate just how effective this channel can be. Need some assistance with your next direct mail campaign? We’re here to help, so get in touch.