How to Cut through the Noise and Get a Direct Mail Campaign Noticed
The marketing buzz words these days are social media and the Internet. Studies reveal that one in every nine people on Earth is on Facebook. With Internet available almost everywhere, it’s difficult to resist the temptation to log in either on a laptop or smartphone.
However, many businesses still distribute direct mail these days. The idea that direct mail dead is somewhat premature considering that it remains an effective strategy in communicating with customers and prospects. Custom catalogs and postcards are still necessary especially when communicating important messages. It may not have the sparkle of social media but it still works.
On a study conducted by Marketing Sherpa, it revealed that business to business marketers still perceive direct mail to be effective. Of the 1000 business to business marketing professionals that were surveyed, 79% said that direct mail is effective or very effective.
But doesn’t direct mail require more lead time and investment? So, why do businesses still invest on it? The answer is simple: it works. If done effectively, direct mail will generate new customers and encourage existing customers to come back over and over again. However, if done wrong, it can be a costly mistake for the business.
The key to a successful direct mail campaign is relevance. If the company understands their customers—what they need and what information they want—the business card easily connect with them. It will be easy for them to decide on how they can utilize direct mail for their campaign.
Also, technology has made it easier to produce direct mail pieces. Whether it is flyers, postcards, or catalog templates that need to be done, printing process allows for personalization of the material, thus, allowing the company to convey the right image and message to the right audience.
But because people receive a plethora of marketing messages each day, the direct mail materials have to cut through the blizzard of messages if they will be remembered. There are several ways to cut through the noise and get a direct mail material noticed and remembered:
Step 1: Have a good database. It should be a well-targeted list. For instance, if you cosmetic products for teens, you can target households that have a teenager living at home. You can narrow down the list based on specific requirements. This may take time to do but the investment will be well worth it in the end. Keep the list updated regularly to maximize delivery. Remove duplicates and unresponsive customers.
Step 2: Provide a strong offer. This is where a lot of businesses make mistakes. Instead of crafting a strong and irresistible offer, they create one that doesn’t even appeal to their target audience. When crafting an offer, the copy should be:
• Brief and easy to understand
• It has high perceived value
• Include several interesting offers that will generate immediate response
Step 3: Test. Don’t launch a massive campaign all too easily. You have to test the materials first. For instance, print two different images on your flyer and send them to a select few customers. Determine which of the two images will generate more response. Only when the result has come in should a massive campaign be launched.
Direct mail may be an old strategy but it form part of a huge marketing strategy. It can connect with email and website marketing URLS and content providing customers the information they need in the most comfortable media available. So don’t easily ignore direct mail. It might just be the missing piece in your marketing cycle.
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