Direct mail is holding its own against email marketing with a 4.4% response rate compared to just 0.12% for email according to the Direct Marketing Association. That's more than 10 to 30 times for most campaigns! So how do you get your campaign to give you that kind of success?
1. Know who you're mailing to
Too often we get clients who want to send a direct mail campaign but don't narrow down exactly who is receiving the campaign. Sometimes purchasing a list can be worth its weight in gold if you have a specific target market. Really focusing on who you want to use your product or services will mean a much better return and more phone calls for your business.
2. Create an easy to follow call-to-action
Don't make it difficult for someone to find what you want them to do. Whether you want them to call you, schedule a free consultation online or come in to get their sample make it easy for them.
3. Make it interesting and personal
Most people think direct mail has to be boring - they're wrong! These days you can personalize direct mail in some pretty amazing ways that almost ensure the receiver is going to take a look at it. Add in some visual appeal and you've got a recipe for a piece that's going to get their attention.
4. Keep it clean
Don't overcrowd the design with text. Your service or product probably has a ton of great features that you can't wait to share with everyone. A direct mail piece isn't the place to do that. Focus on just one or two benefits, include a call to action and an image and leave it at that.
Too much and your potential customer is going to gloss right over the piece.
5. Follow up
This can be one of the most difficult things for many of our clients, since almost all of us don't have much time to spare. But if you're going to run a direct mail campaign try to carve out even five minutes a day to follow up if it makes sense for your business.
Ready to use direct mail to generate leads? Contact us today and see how we can help!