Include Informative Pieces in Direct Mail Campaigns to Attract New Clients
Direct mail can serve several purposes in a marketing campaign, a fact that Macromark knows all too well. It can be a promotional piece, include giveaways or coupons, or broadcast an announcement about something specific that you want to convey to the client or prospect. But when carrying out direct mail marketing campaigns, one cannot forget the importance of being informative and educating new consumers about your business and the industry your business is a part of.
Online marketers finally realized at the turn of the Millennium that informative marketing had to be part of their strategy. Consumers were overloaded on the net with calls to action (CTAs) and other such ads and marketers had to find a way to earn their trust without being intrusive to the consumer’s time and space. Online informative marketing was born and an open dialogue was created between businesses and consumers.
Direct mail offers a greater opportunity for informative marketing. With the ability to target such a specific prospect base, businesses can use direct mail marketing campaigns to build the trust of new prospects and sustain the trust of existing clients. The segmenting of clients is a staple of direct mail and allows businesses to better judge the information that is to be included in a campaign. With other forms of advertising (radio, TV, print), the audience is much more broad and communication is often diluted in trying to compensate for the broader audience.
When executing a direct mail campaign, there’s no need to disguise the informative piece. Don’t sneak in a CTA or boast of how your business is the “number-one so-and-so in the industry;” simply include the information that you assume through your demographic research will most interest the prospect or client. The key is to also do this in a manner that will get their attention. Macromark has always stressed and written about the importance of being creative with your direct mail campaigns, and being a part of that campaign, informative pieces should be created with the same intent to incite interest.
You should assume that new prospects know nothing about your company. Your job is to introduce them to an entirely new product or service that will better their lives in some way; bombarding them with “Try This” headlines may not initially be the best way to earn their trust. Let them know about your company, what it stands for, and what it hopes to accomplish. Also inform them about what is happening in your industry and how your company fits in with its product or service; storytelling through informative pieces is a proven means to get prospects and clients emotionally engaged with your company.
Your informative direct mail campaign will still be measurable, with including instructions on how to get more information being a simple way to track the effectiveness. Macromark facilitates a number of direct mail campaigns. Clients who enjoy the most success have narrowed down their targets, understand their targets’ habits, and use creative and unique pieces to engage their prospects.
Used correctly, informative marketing can be a powerful tool for engaging new and existing clients. Don’t diminish the impact a well-put-together, informative piece can have on your next campaign.
“Direct Marketing–Equal Parts Technology, Publishing & Customer Respect,” IMakeNews.com, 2003; http://www.imakenews.com/pdf/Info.Mktg.WP1.pdf.
Sai, A., “Direct Mail Marketing Ideas,” Informative Articles web site, February 8, 2013; https://sites.google.com/site/infothruarticles/Downhome/Topic2/directmailmarketingideas.
Suttle, R., “Pros & Cons of Direct Mail Advertising,” Chron.com; http://smallbusiness.chron.com/pros-cons-direct-mail-advertising-1437.html, last accessed April 24, 2014.