Direct mail continues to be one of the most powerful marketing tools. When done correctly, a campaign can yield high response and sales rates, and a great ROI. You don’t need to give up direct mail marketing if you’re finding that your campaigns aren’t generating the results you wanted. There are a few modifications you can make to set yourself up for success.
1. Upgrade Your Data
You can’t have a successful campaign without high-quality data. One of the main reasons why direct mail campaigns fail to perform is due to poor mailing lists. You need to buy your list from a reputable source that only uses top-notch data. Signs to look for are that they update their databases frequently, comply with national opt-out lists, and their data comes from legitimate sources such as county deeds, credit bureaus, etc.
It’s not enough to just have a great list. You also need to make sure that you utilize targeting, which allows you to focus solely on your ideal audience. Doing this narrows down your list to only people who match the criteria of your target consumer base, which ultimately reduces print and mailing costs while improving response and sales rates.
2. Evaluate Your Copy
Copywriting is a crucial aspect of a direct mail campaign that’s often overlooked. Your campaign recipients won’t read or respond to your mailer if the copy is poorly written or too wordy. Take your time writing your content to make sure that it’s clear and concise. Make it skimmable by using bullets or numbered lists. You can highlight important information by using bold or colored text. You also need to consider your tone. The message shouldn’t sound gimmicky or pushy. That’s extremely off-putting to consumers and will make them skeptical of your business. Instead, write in a tone that’s approachable and engaging.
3. Rethink Your Design
Mailers need to be aesthetically pleasing to grab a consumer’s attention. Look at the mailers from your past direct mail marketing campaigns that underperformed. Are the designs overwhelming? Do the images look generic? Are they boring to look at? People won’t notice or respond to an unattractive mailer. You need a design that’ll grab their attention. However, that doesn’t mean that you should go over the top with lots of colors and images. Instead, select a palette that consists of a few colors. Limit your mailer to just one or two graphics or images. It’s better to have one great image/graphic than several smaller ones. Utilize whitespace to make sure that the colors and graphics don’t overpower the message.
If you want more guidance on how to improve your direct mail marketing campaigns, contact one of our sales reps.