Crafting A Successful Direct Mail Campaign
Successful direct mail campaigns are a combination of variables that, crafted correctly, deliver the results you can take to the bank.
Follow these tips for ensuring a successful outcome.
1. Strategy
• What’s the objective of your direct mail campaign? End goals often include lead generation, customer retention, or customer reactivation
• Have a purpose in mind like introducing a new product or announcing a special offer.
• Know your target audience. Are they current customers or prospects?
• Will you use your own targeted list, or will you need to purchase one?
2. Call-to-Action
• Clearly state the call-to-action, so your recipients know how to respond.
• Offer a free gift to increase response.
• Reward loyalty or encourage trial offers by giving customers a special purchase discount.
3. Design
• Incite curiosity with “lumpy mail” (something inside).
• Explore unusual shapes or sizes.
• Stand out by using bright colors or interesting finishes (varnishes, metallic inks, etc.).
• Consider using a custom-designed stamp instead of an indicia.
4. Mailing
• Clean your list of invalid addresses by using “Address Correction Requested”.
• Use stamps instead of metered mail for a better open rate.
• Seed all mailing lists with your own address so you will know when the mailing is delivered.
• Consider using Dynamic DirectMail to increase the reach to your audience.
5. Messaging
• Mention your service area—local, regional, national or global.
• Consider personalization to reinforce deeper engagement.
• Create a sense of urgency with language such as “available for a limited time”.
Dynamark Graphics Group can help you at every point on your direct mail journey, from strategy through mailing services. Ready to get started? Contact us today.
