A direct mail marketing campaign is still a powerful tool in the modern era – the direct mail response rate alone is still 5.1% compared to just .6% for email. But at the same time, without the right direct mail marketing strategy at the heart of it all, you won’t be able to get anywhere near the results that you after. Before you send out your next direct mail postcards or other collateral, there are a few key things you’ll want to keep in mind.
The Art of the Direct Mail Marketing Strategy
One of the most important concepts for you to master in terms of direct mail marketing ultimately comes down to personalization. People love relevant content in particular, which is why you should always make an effort to segment your direct mail marketing lists down into niche groups based on things like demographics or interests.
This will allow you to target specific people with more niche content tailored to their every need, which itself will go a long way towards increasing your response rates even further. People will pay more attention to what you have to say if they feel like THEY are the most important (or even the only) customer on your list. Focusing on incorporating personalized elements wherever possible becomes one of the best ways to accomplish exactly that.
Brand Continuity Could Not Be More Essential
Another thing that you’ll want to think about ultimately comes down to brand continuity. Every piece of collateral you create – whether it’s in the form of a postcard in a plastic postcard mailer or a flyer or even a digital ad – should all feel like it’s coming from the exact same place.
Even just going so far as to make sure that the version of your logo on a direct mail postcard matches the logo found on your website will go a long way in this regard.
Because of this, you really need to pay attention to EVERYTHING – from the language choices you’re making to color selection to design, layout and more. This will help make sure that every piece of direct mail is the most accurate representation of your brand as possible, which will prevent confusion and will help your audience have the most consistent (and rewarding) experience possible across the board.
These are just a few of the major things you need to think about when crafting your direct mail marketing strategy. To find out more information, or to learn more about what a direct mail campaign can do for you, please don’t delay – contact us today.
