Six Tips to Make Your Direct Mail Marketing Campaign Successful

[Reyed Mia (Apprentice, DIU)]

Six Tips to Make Your Direct Mail Marketing Campaign Successful

Direct mail marketing is one of the effective and inexpensive ways to get leads for your business. According to CMO Council, this marketing tool has better response than email marketing- 25% versus 23%.

The CMO Council findings  also reveal that direct mail leads to higher rates of customer acquisition i.e. 34% in comparison to other marketing methods. Thus, there is no doubt that direct mailing service, as a marketing  tool, can bring predictable leads into your sales pipeline every week. But the question is how to get customers interested in your business through this marketing strategy? So, we present you with six tips to make your direct mail marketing campaign successful.



1.  Know Your Target Audience

The success of your direct mail marketing greatly depends on the mailing list. Knowing your best customers is the key in targeted marketing. A good mailing list will have the list of prospects who could genuinely be interested in your services or products. Sending mailers to random people is waste of time and money. You can start building a mailing list with basic demographics such as age, location, profession, and purchase behavior. Their lifestyle habits provide a  base for your lead selection and the messages you need to use for communication.

2.  Follow-up Sequence of Mailings

If you do not follow-up with your leads at regular intervals, you are making a big mistake. A study conducted by the Association of Sales Executives showed that 81% of all sales happen on or after the fifth contact. Without a proper sequence of follow-up mail, the prospective customer will not even remember your brand. The follow-up process should be systematic and done in the same way every time.

3.  Collect Swipe Files

A swipe file is a collection of tested and proven marketing letters. Develop a habit of collecting marketing material that looks attractive. You can also write down good marketing ideas and use it in next mailers. If you are not able to think of any good idea for your next mailing campaign, you can use the marketing ideas from swipe file in your collection.

4.  Track Leads

Tracking the leads lifecycle can help you identify stages where optimizations are necessary. This also helps you know at what stage of the sales process was the lead generated. You can start lead tracking by mentioning different call back numbers in the direct mail campaign. Another way of tracking leads is to ask the customer how he/she got information about your business.

5.  Write Catchy Headlines

Headlines used in a direct mail marketing campaign can make or break your business. People are bombarded with advertisings from different mediums on a regular basis. So you should write catchy headlines that attract attention of your prospect. You need to write a headline that is not easy to ignore. It should be interesting enough to make the user want to open the envelope and read the offer.

You can use different headlines in your direct mailing service campaign to test what works best. You can have a heading at the beginning of a letter different from the one on your brochure. If you are using a postcard, one attractive heading is more than enough.

6.  Tailor Content to Influence Customer

When you refer a person by his/her name, it demands attention. The scope of personalization is limitless in direct mailing service. You can personalize every piece of direct mail campaign by using the information you have. For example, if the customer bought peanut butter, you can mention it when offering jelly.  For greater amount of personalization, you need to get as much information as possible about your prospect/customer in order to give them better offers.

http://theartofmarketing.net/six-tips-make-direct-mail-marketing-campaign-successful/