When it comes to the types of direct mail marketing campaigns that you’re conducting on a daily basis, it’s important for you to realize that there is far less experimentation than you may realize.
That’s not to say that your campaigns can’t be creative, because they absolutely should be. It’s just that every piece of collateral that you design needs to be built from the ground up with a very precise purpose in mind.
A Purpose-Driven Campaign for a Better Tomorrow
One of the core keys to success in any purpose-driven direct mail marketing campaign ultimately comes down to where you choose to begin your efforts.
A lot of people make the mistake of starting with the marketing collateral and hoping to build a bridge to their audience. Instead, you need to do essentially the exact oppose – start with your audience (and how they intersect with your own goals) and then craft marketing collateral around those points of interest.
In other words, what are you trying to accomplish? Do you want to increase sales? Are you trying to improve customer lifetime value? Do you want to boost revenue? Once you’ve identified your goal, you can use mailing list segmentation best practices to identify those members of your audience who are most likely to be able to help you accomplish it.
At that point, you can get to work on creating the type of direct mail collateral that will emphasize that core message in a way that resonates with the people you’re speaking with. Not only will those go a long way towards improving your response rate, but it’ll also be a tremendous boost to the overall ROI of your campaign as well.
But more than anything, a purpose-driven strategy lives and dies based on a clear message about A) who your business is, and B) what value it can bring to the lives of your customers. Everything you create and design needs to communicate those ideas in the most logical and uncomplicated ways possible. Provided that you’re able to do that, you’ll be in a position where your direct mail marketing campaign is finally aligned with your long-term goals as a business. Rest assured, that is a very exciting position for any organizational leader to be in, regardless of industry.
If you’d like to find out more information about how to best diversify your brand with a purpose-driven campaign, or if you’d just like to speak about your own needs with someone in a bit more detail, please don’t delay – contact us today.
