Direct mail marketing is not a strategy to dismiss. Younger generations may be more focused on digital marketing through email and social media, but this high traffic online leaves the direct mail platform empty and free of competition. In recent months, direct mail marketing has grown significantly in popularity and will continue to do so. It’s best to get started before the competition gets fierce. Below is a brief outline of what goes into this type of marketing and a few ideas on how to implement it.
Defining the Campaign
Producing physical mail for marketing purposes is not without its cost. When planning a campaign, one should focus first on the ultimate goal. Sure, you want to make more sales, but how are you going to do that, and through whom? This goal has to do with your audience. You may have various groups in your overall audience, but you can single out a specific one to yield better results. You may want to reach out to prospective customers, top-tier customers, or those in one particular demographic.
To appeal to any group, you would tailor your offer accordingly. For example, you might offer a bonus to loyal customers, offer a free sample to prospects, or announce a sale to regulars. Your text should be clear and focused solely on the offer. However, to truly get someone’s attention, you can pair clarity with creativity.
One of the biggest marketing trends is personalization. This adjustment can be as simple as heading a sales announcement with the person’s name or creating a handwritten note. It can also be a package put together according to that person’s shopping patterns. It’s true they may have only needed a certain product only one time, but an overall pattern may indicate their preferences better.
Everyone loves getting gifts. To know what a customer likes and hit them with a fitting, surprise complimentary product will surely get you a happy “For me?” response. Giving out free products invites customers to get to know your business and see if they’d like more.
3D or Multi-Part Mail
Another trending direct mail marketing idea is 3D or multi-part mail. The mail itself can become a free gift. Some companies use cards with sliding parts, pop-ups, or 3D images and even toys to communicate a message about their product or service. With physical mail, the options are endless.
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