Planning your next direct mail marketing campaign? Plum wants to share a few tips to ensure that your direct mail doesn’t end up directly in the trash. With so many different parts to the puzzle – design, copy, format, mailing etc. – things can quickly take a turn for the worse. Below are three questions you should ask yourself and/or your marketing representative prior to starting a new campaign to guarantee the best results.
- Who is my target audience? Understanding exactly who your best prospects are is the key to closing major business. The easiest way to figure this out is to look into your customer database and find data that matches and use that to target new prospects. What kind of home do they live in? Household size? What hobbies or interests do they have? What are their average ages and income levels? Answering these questions can help you not only target new business but also speak a language they will understand and react to. Using this variable data, your marketing company can create custom pieces for each persona in your mailing list. Using different images, call to actions, and copy within the same marketing campaign can drastically improve your results.
- What do I want them to do? When people receive your direct mail piece they may be in a rush, on a phone call or distracted by a million other things. You need to lead the prospect using a direct and concise call-to-action. Keep your message simple and instruct the reader to do exactly what you want them to do. Making your call-to-action a one-step process is the best policy. “Fill this out, mail it back, and give us a call.” Can be a daunting task for a prospect. However, “Call us now!” tells them exactly what to do and you can instruct them further once they call in.
- Which format should I use? Depending on the goal of your direct mail marketing campaign (setting appointments, filling a seminar, etc.) you should ask your marketing representative which type of piece performs best. Need to deliver a large amount of copy to a high-end prospect? Will they need to fill out and return a card? Are you driving them to a landing page? All this information is important when deciding which format will be your best option when mailing to prospects. Paper quality and size, as well as printing and mailing options, can all be tweaked to attract the most responses.
Our marketing representatives are well versed in the do’s and don'ts of direct mail marketing and understand what it takes to achieve the highest response rate your campaign can have. Ready to get started on your next campaign, have any questions? Leave a comment below or click here and we will help you every step of the way.