How to boost the ROI of your direct mail campaigns?
Nowadays, with the advanced internet and mobile technology, we receive hundreds of advertising emails and sms every day, and many studies show that we do not pay attention to them anymore. But how can companies grab the consumers` attention amongst this huge amount of information? The answer is Direct Mail! Traditional mailings now have a much better open rate (more than 90%) than emails (about 30%) and their impact on the customer’s mind seems to be more and more important. Here are some tips to drastically improve the ROI of your direct mail campaigns.
- 1. Define realistic objectives
Determining your objectives is the first and most important step in direct mail campaign because all the choices you will make during the campaign launching will have to drive to the achievement of these goals. Don`t be too optimistic forecasting a very high response rate, and try to establish achievable and general goals such as “spread the brand image” or “generate leads”.
- 2. Target your mailing list
The bad quality of the mailing list is one of the main reasons of direct mail campaigns` failure. You have to choose your recipients carefully and target the right audience: businesses or consumers, people from one geographic area, from a specific market segment, or certain job titles. Buy small lists from different providers rather than a big list that is not really your targeted audience. Choosing the right population will generate better quality leads. You short run direct mail printer sometimes proposes accurate database rental as well, so don`t hesitate to ask them.
- 3. Have a clear direct marketing offer
To ensure the success of your direct mail campaign, you should respect the rules of direct marketing. First, have a clear headline that will grab the consumer`s attention. Then, have an attractive offer such as discounts, buy-one-get-one-free offers, free services,… with a deadline. Consumer`s will so be tempted to contact you quickly to benefit from the offer.
- 4. Choose the right printed marketing materials
Your direct mail campaign can be run on different supports: classical A4 letter, postcard, leaflets, brochures,… Select the most adapted support to your message. Being original is also a good way to distance your mail from the others. You can even add a small present such as a pencil, a usb stick or a personalised calendar to your mail to better deliver your message. Short run direct mail printers offer you a large amount of supports to print your material and guarantee the success of direct mail campaigns.
- 5. Talk about your customers
Many companies who run direct mail campaigns are tempted to orient the discussion around themselves and their product. But, what the consumer really cares is him-self. Your direct mail printings must be focus on the help and the results you will give to the customer, not yours.
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