In today’s rapidly expanding technological age, social media and its influence is expanding. From sharing Facebook updates to posting photos on Instagram to communicating with friends and followers on Twitter, social media is everywhere and isn’t going away anytime soon.
Despite the growing influence of social media, getting someone’s attention through a direct mail campaign is still effective. Up to 54 percent of customers say they prefer direct mail marketing and almost 80 percent of customers say they open direct mail immediately. What’s more, 48 percent of customers retain their direct mail for future reference.
Direct mail is all about getting someone to trust in a product or service and up to 56 percent of customers think direct mail marketing is the most trustworthy form of marketing. With that in mind, here are several things to do to improve a direct mail campaign.
- Personalize it: In a direct mail campaign you’re trying to get someone’s attention, but adding a personal touch can make it even more effective. Maintaining a customer database will allow you to keep track of what a person is buying so that any direct mail they get is relevant to them. Relevant messages and personalized marketing will resonate and trigger a purchase. If you can establish brand loyalty, that will keep a customer coming back.
For further reading, check out these personalization tips and this post about why personalization matters.
- Maintain a database: Without a strong foundation, a direct mail campaign will flounder quickly. An accurate and up-to-date database can help you track previous purchases and will let you know what a person buys and how often they might buy a particular product. Knowing how a person shops allows for more opportunities to up-sell.
To build a strong customer database, read this guide from Preferred Direct and these tips from Stamps.com.
- Always test: Since the consumer market is always changing, not evolving with it is a mistake. A previous direct mail campaign might not make the same impact as the current one you might be working on. Up to 40 percent of customers have made a purchase in the last three months that was motivated by direct mail marketing, so nailing a direct mail campaign and learning what makes it effective can pay big dividends.
Mail Shark offers tips on how to do effecting direct mail testing and SuttleStraus explains why A/B testing is so important.
- Branch out: A direct mail campaign receives an average of 37 times more responses than email marketing. That being said, it’s important to use more than one medium in a marketing campaign. As of 2018, 51 percent of marketing and advertising budgets are being spent on mobile ads. The top three response-rate tracking methods are: online tracking such as personalized URLs (PURLs), telephone and codes or coupons. Since you’re ultimately trying to get a consumer to buy your product or service, using different mediums to get their attention can produce the results you’re looking for.