5 Unique and Beneficial Ways to Engage Your Recipient with Direct Mail Marketing and Print Campaigns
When working with a new client one of the first things that we get asked is: Does direct mail marketing really work? The simple answer is yes, yes it does work. But like any other marketing tactic, direct mail marketing is only as effective as you make it and let’s be honest; it is a bit of a lottery grab at the same time. Everyday we [as individuals] are absolutely inundated with digital media, print media (even if we don’t realize it,) and just about every other marketing strategy to grab our attention in some way or form. It always comes down to relevance and timing. How does it apply to you and is it being done in a witty way to capture your interest?
In a world of digital abundance; screens rule. Although, direct mail and print marketing is having a bit of a renaissance because individuals are realizing that the internet is vast and competition saturated. With a targeted and appealing direct mail piece you can get your message into the hands of your potential customer, or client. Here are the top 5 ways to increase customer engagement through direct mail and print marketing.
Our Top 5 Tips for Engagement!
High Quality Printing: If you are going to print then do it justice. There is nothing worse than a flimsy piece of paper or cardstock that lacks color, feel or other effective elements. Paper stock and overall print quality is a big deal nowadays and here at CITYMAIL we have countless options to add depth to your mailpiece and generate a lasting impression for the recipient. Are you going digital or off-set? Coated stock or uncoated stock? All of this matters when it comes down to response rate and target interaction.
Personalization: Tailor that content. Make it personal. Make it memorable. Keep these 3 things in mind, constantly. People continuously want to feel “special” (I know, what a world we live in, right?) When personalizing a mailpiece it shows that you care about who they are and what they are looking for. It assists with making things feel more relevant and connected. That is the key to a successful direct mail campaign: Connect with your audience, turn that recipient into a friend and make it memorable and engaging for them!
Standout Design, Creative and Copy: Design, creative and copy… This is what makes and breaks when it comes to effectiveness. We have seen everything from simple black and white with verbal copy only to every color in the rainbow with emojis and photos. Depending on what service you offer or what product you are selling; this will always vary. Sometimes simple and sleek is best and sometimes in your face/over the top is what is needed to really grab the viewers attention. Just make sure it is consistent and relevant. QR codes are HUGE and it is a surefire way to spark interest in the recipient. Set up a nice looking landing page and send them there for further information and perhaps a deal that they can’t get elsewhere!
Know Your Audience: If you are marketing fishing poles and sending your postcard, or flyer, to somewhere that is actually in the market for a new baseball bat, are you really maximizing your return on investment? We don’t think so. A targeted mailing list is half the battle when it comes to a strategic campaign. If you don’t have a list and need to purchase one for a future mailing CITYMAIL can assist with narrowing down your search by age, zip code, income and interests. This will ensure you are not wasting money and sending off to irrelevant people.
Call To Action/Limited-Time Offers: Everybody wants a deal. Everybody wants to save money. A mailpiece that contains a call to action or expiration date on it will create a sense of urgency to act quick. Whether it be a coupon or a BOGO offer: They work, trust us. Put one on your mailpiece and you will be thanking us later.
Conclusion: In the end, it is like the lottery as mentioned at the beginning of this post. Timing is huge and luck is also a massive factor that shouldn’t be overlooked. Sometimes you can do a campaign and get 1,000 responses and other times you get nothing. There is simply no surefire way to market whether it is print media or digital media. There is always a risk involved and there is always a cost involved. We understand this. Our job is to assist with the navigation in a successful direct mail and print campaign.
We pride ourselves in our work and we have been doing so for 35 years. We are a 5-Star communications company spearheading successful direct mail campaigns on a global level. Our practices are thorough and we give you that white glove treatment that is hard to find from other companies. Direct mail can seem complicated but it doesn’t have to be. Reach out today for a free consult on how to maximize your return and create a lasting direct mail program!