The Most Important Elements of Direct Mail Marketing
Direct mail has reached a mainstream tipping point for good reason. The strategic use of this marketing method connects you to those most inclined to spend for your services. In fact, direct mail marketing response rates have never been higher. There is clearly a shift in the manner in which consumers view advertising. People are trusting less of what they view online and more of what they can touch with their own two hands.
Idea Elements Separate Your Direct Mail Materials From Others
The creative decisions your team makes when designing direct mail marketing materials dictate whether these items are discarded or stand out from the pack. Choose your design elements wisely and audiences will easily distinguish between your mailer and the rest of the envelopes in the daily mail pile. There are all sorts of options for direct mail marketing, ranging from QR codes to polywrapping, wallets with inserts, snap apart mailers, etc. Pick the best idea elements and people will be more likely to open your mailer and respond.
Consider the Mailing House
No two mailing companies are the same. Take some time to find the mailing company with the best services for your unique needs. Consider whether the company is ISO compliant and the types of accreditation they have. This information will provide insight into the company’s standards. Furthermore, the mailing company you select should have the know-how and experience necessary to assist with your marketing efforts. Find out whether the mailing company you have in mind provides account management and whether they are trained for full GDPR compliance.
The Print Elements
Print type is important for mass appeal and extending your company’s reach. Furthermore, a prudent print type selection will help keep costs down. If you are looking for mass mailings through high-volume printing, lithographic printing is ideal. Those seeking small volume prints will find digital printing is the best choice.
Data Elements
A number of different data management services are available through the various mailing houses. Those properly trained to handle data will guarantee clients are segmented based on priority. Find out if candidates provide prospect matching services or customer profiling so you do not have to worry about whether your message is being delivered to the proper parties.
Measuring
Every direct mail marketing campaign should be measured for success. Fail to measure the campaign’s success or failure and you will have no idea if it worked as planned. Response handling is typically added on as an extra service. However, you should make sure all measurement elements are accounted for so you can proceed without worrying about whether you can gauge the campaign’s success.
Consider Adding a Promotional Element
Mixing in a promotion will go a long way in keeping your target customers interested. Anything from a discount to a freebie will help you get off to a solid initial start and keep clients interested.
Mind the Cost
Do not lose sight of the cost in your quest to make lasting connections with your target clients. Lean on a mailing house for assistance and you will enjoy a bulk mailing discount. These groups can even let you know what will impact costs as time progresses.
