Opportunities always exist to fine tune your direct mail marketing – you can always make your messaging better, stronger and more effective. Having said that, there are a few key things that you’ll want to keep in mind for your 2019 campaigns in particular that will likely make all the difference in the world.
It’s All About That Emotion
Personalization in marketing is always important – but it needs to be in service of the underlying emotion that exists between your brand and your customers. Just using someone’s name rather than addressing an envelope “Dear Sir or Madame” isn’t enough to get the job done. To truly strike a chord, you need to go deeper.
Don’t just acknowledge someone in a personal way – also acknowledge the specific situation they find themselves in and their unique pain points. Do this not only with your words, but with the visual elements that make up your graphic design. If your direct mail campaign doesn’t have a rock solid foundation of emotion… it really doesn’t have as much as you think it does.
Keep It Simple
One of the most important things to be aware of on your quest to create a more effective marketing campaign has less to do with what you SHOULD do and is more about what you SHOULDN’T.
One of the biggest issues that a lot of organizations run into is that their message quickly becomes far too complicated for its own good. Oftentimes, this happens with the best of intentions. Business leaders have more knowledge about their product or service than the people they are trying to sell it to and, in their eyes, every bit of it isn’t important.
But the truth is, it isn’t. But that influx of information becomes the ultimate message to become confusing and, ultimately, lost. Think back to the last round of Super Bowl commercials. How many times did you watch a spot and go “WOW, that was really neat… but what was it trying to sell? What was the name of the product? Why should I actually buy it?”
Probably quite often, if you’re anything like the average viewer.
Keep your message incredibly simple. Get in and get out. Don’t forget that brevity is the soul of wit and it’s the soul of a successful marketing strategy, too.
If you’d like to find out more information about the elements that make up a successful marketing campaign, or if you’d just like to find out more about how we can help take your efforts to the next level, please don’t delay – contact us today.
