Direct mail is a worthwhile investment for businesses looking to create a highly targeted campaign that can be customized to achieve a wide range of goals. Many businesses lack the expertise and resources required to coordinate, design, print and mail out these kinds of campaigns, in which case it makes more sense to enlist the services of an experienced direct mail company. As with any kind of business relationship, communication is pivotal to your success, and this article will go into detail about the kinds of things you need to plan and share with the direct mail company you choose to work with.
Explain Clearly What You Want to Achieve
Every marketing campaign, regardless of the scale, needs to have a clear goal. Everything about the campaign, from design to targeting, needs to be focused on this goal. Failure to establish a marketing goal can result in disjointed campaign structures and mail piece designs that don’t drive response from the consumers. Before reaching out to a direct mail company, it’s best to spend some time thinking about what you specifically want to accomplish. Common marketing goals include:
- Establishing brand awareness among a new audience of potential clients
- Introducing a new product or service
- Inviting phone calls, website visits, or social page views
- Presenting a special offer to drive product trials or purchases
Figuring out which goal is right for your business to pursue will take consideration of your industry, current markets, offerings, digital presence and many other factors. Once known, it will make the rest of the campaign structure much easier to build.
Know Who Your Customers Are
Different target markets mean different mailing considerations. Businesses with broad markets, such as dentists, can mail based on geographics alone. Some direct mail companies offer products and services for more specific markets and require demographically based lists instead. The audience will also need to be considered when making decisions about the mail piece’s design. Everything from graphics to color scheme to copy should be tailored to appeal to the recipients. You will likely be asked about who your customers are by a representative from the mailing company you choose to work with, so it’s best to have an idea of who you want to target ahead of time.
Consider Special Offers
Special offers are a great way to encourage a response from your audience. Direct mail can serve as a vessel for such promotions with the ability to include incentives like:
- Notice of ongoing sales, buy-one-get-one deals and other offers
- Coupons for in-store use
- Online store codes
- Menus featuring limited-time items
If the direct mail company has an in-house design team, they should be able to help decide how to best present your ongoing promotions. Limited-time offers can be powerful motivators so definitely consider including one as part of your campaign.
Determine Your Mailing Frequency
Response typically builds with multiple mailings. By sending repeat mailings, you are able to keep your message fresh in the mind of the consumer. This increases the likelihood that they will see your offer in proximity of a time when they want your products or services.
A campaign can feature a structure of repeated mailings over a period of time to keep customers thinking about your brand. This means that when they are finally ready to buy from you – you’ll have laid the groundwork and given them confidence in your offer. Consider your business goals in the long term and think about whether such a strategy would be a good choice for you.
Ask About Multi-Channel Endeavors
Building cognition in the mind of the consumer requires repeated exposure to your message. Repeated mailings are a great way to keep up awareness, but multi-channel marketing is an even stronger approach. Sending physical mail pieces in tandem with digital ads on search engines and social media platforms, will increase your chances of having your brand noticed by the right people at the right time.
Having a digital advertising presence has become a necessity for modern businesses. Knowing this, most marketing companies despite their specializations have starting offering digital services, so it never hurts to ask for details about multi-channel options.
As you can see, there is a lot to be considered before your message hits the streets. Thankfully, there is a direct mail company with 20 years of experience in direct mail marketing that can take you through the campaign creation process step by step. That company is Cactus Mailing – and we’re ready to help you design an attractive mail piece and get it in front of the right people with our industry expertise. Fill out the form below or call us to get started – we’re ready to team up with you!