Direct mail is a tried-and-true way to reach prospective and current customers. Executed correctly, it can build – and keep – a steady flow of prospects for your sales pipeline. You can even use it in tandem with your email marketing campaign! The Direct Marketing Association has consistently found that direct mail has a high response rates – even higher than email marketing.
Here are our tips for an awesome direct mail campaign!
Know What to Expect
The industry average of people who respond to a direct mail campaign is about 1-2%. So if you send your direct mail piece to 1000 prospects, you can expect roughly 10 people to respond to your call to action.
All of the recipients who do not respond, though, will at least be exposed to your message or brand, and may convert after later mailings. Which brings us to another point: repetition is key.
Send your direct mail piece at least three times. Why? Just as in the example above, most of your prospects won’t respond immediately. It is through repetition that your brand will become familiar and be considered credible.
Target the Right Market
Targeting the wrong prospects is a waste of your time and money. In order to reach the right people, you have to know what your target market is.
Not sure who your target market is? The simplest way to do it is to think about who has the greatest use for your product or service. Then you can purchase a lead list using a particular set of guidelines. For example, consumers age 25 to 40 with a household income of $50,000 or more. Infofree.com has a database of 14 million businesses and 250 million consumers to help you define your target market.
Or, just look at who your current clients are. You should include them in your mailings anyway. Reminding them of your company’s value can increase their loyalty and make them more likely to repeat previous purchases.
Include the Right Stuff
If your direct mail looks like junk mail, that’s how it’ll be treated. A good mailing company will understand this and continuously work to help you improve your design. Great mail pieces are eye-catching and give your prospects a good reason to call. Here are some additional tips to maximize your direct mail’s potential:
- Sell benefits – don’t just list your product or service’s features. Point out how they can provide value to your potential customer.
- Make it simple –your message and call-to-action should be clear, even if your prospect is just glancing over your mailer.
- Your offer should be strong enough that your lead will act right away.
- Include relevant contact information – every mailer should include, at the very least, your company name, phone number, and web and email addresses.