Creating a winning direct mail campaign is more than just getting things right. Higher response rates depend upon constantly testing and refining every single element of the mail, rather than adding the necessary creative bits. Businesses today still use direct mail to increase their revenue. Every direct mail marketing campaign begins with identifying your target audience, followed by sending your mailer with an alluring offer, and ensuring you can fulfill their needs.
No direct campaign is finished without measuring and evaluating the response. By doing this, you can get a deeper understanding of who is most likely to respond and which marketing approach is the most effective. Use this information to create personalized campaigns, and your response levels along with ROI will rise.
Direct Mail Campaign Tip
With direct mail, there are two key elements –
- Target audience
- Ad creative
Of these, the direct mailing list is the most essential element. You must target your message at those who’re most likely to respond. If you want to expand your horizons to more potential customers, you can create a buyer’s persona by taking cues from your existing direct mail database and buying direct mail lists from a reputable email marketing company.
Next, you need to segment your direct mailing list and create well-targeted messages to people. Once you know your target audience, you can buy a mailing list based on demographics, country, or job roles. Once you’ve identified which group gives you the best customer response you can create more refined mailers.
Direct mail ad creative includes compelling format, content and images that drive engagement and conversion rates. It consists of several elements including creative length, CTA, conversion tone, and more.
The aim of your direct mail campaign is to maximize your response rate, revenue and your ROI. A decent campaign should include a strong message along with a clear call to action. It’s best to offer recipients a concise call to action along with different ways of reply mechanisms, including phone, email and postal address. You could also include pre-paid envelopes to boost responses. Furthermore, attractive offers and discounts could help you increase response levels too.
Direct mail is the most cost-effective way to test creative marketing approaches. You can test out different campaigns on a smaller audience and then roll out the campaign that got the highest response to a larger audience. The analysis is the most important aspect of a successful direct mail campaign. To track responses you may need to have coupon codes or offers so you can check the response rate of a specific campaign. It is critical to break down the expenses of the
campaign and measure the response rate. With this data, you can deliver an expense for each reaction and see whether the mailing has been productive.
Benefits of Direct Mail Campaigns
Even amid the advanced digital marketing platforms, the vital benefits of direct mail marketing make it a viable option. It offers several advantages such as personalization, simplicity, versatility and more.
- Higher response rates
Direct mail works great with an email marketing strategy. It offers around 2% return rate and 9% response rate.
- Better open rates
A large audience (around 42%) read or scan the direct mail they receive. Its open rates can reach around 90%.
- Online trust-building
Consumer trust is 70% higher with direct mail than it is through digital marketing. It is way better than spamming recipients’ inboxes daily.
- Targeted and personalized
Direct mail is highly targeted and allows personalization that makes the recipient feel valued. It makes them believe that ad creative was designed specifically for them.
A direct mail campaign allows targeting a group of potential customers and hence, attaining guaranteed sales. It saves costs by sending emails to limited customers as defined in the mailing list.
- Easy testing and analyzing
With elements such as CTA, direct mail campaigns make it easier for you to track the email responses.
By analyzing the customer responses, you can measure the success of a campaign and decide over outlining future campaigns.
- Higher response rates
As you continue to work on your direct mail campaign, you’ll need to make sure you get things right for your campaign. To enhance the user experience on your direct campaign, here’s a list of To Do’s you could possibly tick off to keep your audience’s interest and attention.