Direct mail’s greatest strength is how it presents itself in front of those with a value-seeking mindset. Traditional media advertisements like TV and radio commercials, or even billboards, occupy a fleeting moment in the audience’s day. In the short time frame your message is being conveyed through traditional media channels, the consumer could very well be distracted. When they pass by a billboard or watch a re-run of their favorite sitcom, they aren’t really looking for value in the form of information about products or services.
The activity of opening mail however, is one where people are inherently trying to find something of value to them. It makes for the optimal time to present info about what you have to offer, and prove why it’s worth their time and money. Why stop at just the message though? If your consumers are looking for something that benefits them, perhaps you should give it to them in the form of something they can use.
Turn Your Mail Piece into Something Useful
Another advantage of direct mail is its physicality. People can go to a variety of sources when they want to find something, like the internet. While those sources can provide them with a good amount of information, what they can’t do is give them a physical representation of your brand with information and promotional material they can reference with minimal effort. This is why it’s worth considering what kinds of features you can include in your mail piece that will incentivize your audience’s keeping it around; thus, extending its life.
So, what kinds of features should you include in your mailer that will make it worth hanging on to? Your options may depend largely on your industry and offerings. Consider the following:
Physical Coupons for In-Store Use
Discount coupons for products and services are always a great way to incentivize trial. This is because a discount lessens the financial risk that comes with purchasing something new. Once the coupon users have affirmation of your product’s quality, they’ll likely be back for more, so these kinds of promotional offers are great at generating new clientele.
Better yet, physical coupons are good for getting customers to visit your store or business. They may come for the special offer but then find themselves looking at other products to buy concurrently, or sometime in the future. No matter how you look at it, including coupons in your mailer is a worthwhile strategy for those who want to see an increase in clients and revenue.
Mouthwatering Menus for Restaurants
Sending your restaurant’s menu in the form of a direct mail postcard or brochure to homes within delivery range of your location is another solid strategy. The reason is that having a physical menu on hand removes steps from the ordering process. When someone has a menu, it negates the need to look up the restaurant via the web or a delivery app. They simply have to select the items they want and call in the order.
It may not seem like the customer’s ordering method makes a significant difference. However, consider an online delivery app with a home screen that showcases all kinds of other restaurants for food delivery. It bears the risk of distracting the clients who were on route to purchase from you, with other options they weren’t even considering before they got on their phones. This is why sending out your menu is much more effective; it lends itself better to impulsive or habitual ordering and doesn’t push the consumer into a state of cognitive dissonance.
A Calendar for Tracking Important Dates
Just so your audience doesn’t forget; mark the special or important events that matter to your customers on a schedule that encompasses the next year or so. You can use this calendar to inform them about:
- When they should have maintenance done on their car, AC system, pool, etc.
- Your seasonal products, services, or menu items
- Events like presentations, conventions, and contests
- Important registration periods
Annual calendars help interested clients keep track of when your business’s important events are, without having to do any of the actual scheduling themselves. They are especially helpful for drawing attention to things the client may not have known about (like the afore-mentioned recommended maintenance periods on their utilities). It’s a great way to preemptively announce, and continuously remind your audience about what’s coming.
These were just a few of the ways you can extend the life of your direct mail piece. Keep in mind that you need to consider your target audience and what would be most useful to them before deciding on what to include. Giving the recipients of your mailer a reason to keep it in their homes will benefit your brand by giving it long-term exposure. It’s a long-term strategy that will develop new fans and clientele for your business.
If you’re interested in making a mailer with any of the features just described, Cactus Mailing is ready to help! We have two decades worth of direct mail experience and can help make your vision for a marketing postcard or brochure a reality with our highly-skilled design team. Just fill out the form below or give us a call to get started on your bulletin-worthy mail piece!