Practices for a Successful Direct Mail Campaign
Direct mail marketing can be a simple and effective process if you know how to conduct a proper campaign. In an age when communication is more likely to occur over a screen, direct mail has still found a way to flourish. This is because it works, and skilled marketers know it.
We’ve discussed some general guidelines for coordinating a successful direct mail campaign. Things like focusing on the copy, being creative in design, and really knowing the demographic before sending out even one mailing are all important factors.
But there are more aspects to executing an effective direct mail campaign. These may not be as pretty as design and copy, but they are equally as important. We discuss three of the more technical aspects of a direct mail campaign that contributes to its success.
Let Data Lead Your Direct Marketing Campaign
Everything starts with your mailing list. You have to dig all the way into those lists to see what part of the journey those targets are on. Before any of that happens, your list must be completely updated. Starting your campaign with accurate data will lead to more precise results. Leverage this data to personalize your mailings so you are speaking directly to your targets.
Determine Your Success and Adjust Accordingly
You have to know what you are trying to get out of your campaign in order to know what to put into it. Determine your key performance indicators (KPIs) and include ways to measure those milestones accordingly. Some factors to think about when building and measuring your return on investment (ROI) are the total budget, cost per mailing, size of your audience, number of buyers, and average revenue for each buyer.
Optimize Your Direct Mail Campaign
Very rarely, if ever, is it beneficial to do a one-and-done direct mail marketing campaign. Research shows that it takes at least four waves of mailings to engage new consumers. But this doesn’t mean that nothing should change over the course of your campaign—in fact, it means quite the opposite. You must be constantly measuring your results and using that data to optimize and adjust your campaign throughout its duration.
Following these three guidelines takes your campaign to another level. It’s also important that you are not conducting your direct mail efforts in a bubble. Your campaign should be integrated with your overall marketing campaign. Failing to include direct mail in other marketing tactics lessens its effectiveness.
We at Macromark have confidence in our ability to start your campaign off right. We offer the most responsive lists in the business and help guide our clients from start to finish. Contact us before beginning your next direct mail marketing campaign.
A Data-First Approach
One of the first direct mail marketing best practices is to adopt a data-first approach. Having accurate and existing data in your CRM can help you identify the right prospects for your campaign. This works best if your database is up to date with all relevant prospect information. Once you have created a list of targets for your campaign, you can start deciding on the best way to connect with your audience.
Personalizing your direct mail campaign ideas will help you connect to your target audience. You can gather unique information about your prospects and customers by using the available information from your CRM and marketing automation platform. You can also get this information from external sources that gather data about your prospects. By personalizing your campaign experience, you will yield better results.
Timing has a huge influence in your response rates, so you should make sure that your direct mail products connect with your audience at the right time, using the right medium. For example, if you are providing discount coupons to encourage your customers to visit your shoe store, you should use a glossy postcard that stands out from the rest of the mail. If it happens to be summer, make sure you showcase sandals and other summer shoes that you know your customers might need at that time of year.
Focus on Integrated Campaigns
This may sound like an obvious point, but it is important to make your direct mail part of your overall marketing campaign. You should be prepared to send multiple waves of offers, and even test them to optimize your efforts. It takes about four direct mail efforts, at minimum, to connect with a new audience. By layering and using other channels, you have a better chance of turning a prospect into a customer. This does not have to be a lengthy and complicated process either—you can include information about your e-mail, contact information, and social media on your direct mail piece so that your customers can get more information or connect with you online.
Measure Success of Campaigns
From the beginning of your campaign to the end, you should think about how you will measure success. You can do this by forecasting KPIs, and identifying what successes should look like. Make sure that you set up programs in a way that makes it easy for you to track your results. Metrics that you can track include campaign audience size, cost for mailing, total campaign budget, number of buyers, average revenue per buyer, response and conversion rate, average revenue for buyers, and revenue or profit generated.
Work with Us for Amazing Direct Mail Campaigns
If you are looking for a reputable direct mail campaign company, Macromark can help you. Our team of experts can help you understand this opportunity to reach your prospective customers and make a lasting impact that keeps them involved with your brand. We can provide all the information, advice, and assistance you need to get your direct mail marketing campaign up and running. Our services also include print media, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845) 230-6300.
Image Credit: iStock.com/zoff-photo