Direct mail marketing has become quite popular among businesses looking to grow their customer base, and no wonder — it’s one of the most effective marketing tools out there. But just because a business uses it doesn’t mean they’re using it correctly or using it well.
At Printing Solutions we’ve helped dozens of businesses with countless successful direct mail campaigns, and we’ve got some insider tips for how to completely blow away the competition.
Direct mail gives you something your competition doesn’t have — an in with your customers. Through direct mail you are literally placing your business directly in their mailbox and hands, and they’re bringing you into their home.
Looks Aren’t Everything, But…
We all know the saying, “You can’t judge a book by its cover,” but with direct mail marketing, that’s exactly what customers do. If your mailers are poorly designed, your company automatically looks unappealing. Font, colors, white space, and even paper quality all play a factor in response rate, and using each to your advantage puts you way ahead of the rest of the competition.
You want to bring in as many customers as possible, sure, but not everyone in the phonebook is a potential customer. Who is your ideal client? What do they do for a living, what are their hobbies, and where do they go for fun? If the majority of your customers are men ages 18 to 35 that like playing contact sports, you shouldn’t waste your marketing budget sending postcards to senior centers and women.
Keep count of how many customers respond to your marketing and examine the results. Of those who failed to respond, what are some common factors? Are you missing the mark with a certain age group? Is one zip code less responsive than another? Examine this data with every mailing and use it to refine your marketing strategies even more.
While direct mail is one of the most effective marketing tools, it’s still easy enough for a customer to throw away a postcard without responding. You need to have a plan in place for following up with customers who don’t respond. This is one thing that most companies don’t remember to do, or don’t realize is important, and doing so gives you an immediate advantage over the others.
For more direct mail tips or for help starting your own direct mail campaign, give Printing Solutions a call at 480-596-6300.