I’m often asked if direct mail marketing still has a role in a marketing strategy, given the increased proliferation of email marketing and Internet SEO.
The short answer is: YES!
Direct mail success rests on these 3 pillars
The long answer is: YES — but you need to get all the elements in place to enjoy a profitable outcome from direct mail. And that means taking a more sophisticated approach than just ‘bunging something in an envelope” and hoping that they will come.
The three areas you need to think carefully about are:
- Getting your direct mail list.
- Making your direct mail piece work.
- Get your offer right
Let’s quickly unpack these for you to give you some helpful insights…
1. Getting a direct mail list
The foundation for your direct mail campaign is a good mailing list. Time spent defining your list is critical, because the best direct mail piece will fail if it doesn’t reach the mailboxes of the properly targeted recipients. You also have to be mindful of your objective, as this will determine the list you use.
If you want to get more REPEAT business
If your objective is bringing regular customers back for repeat business, you likely have an adequate in-house source at your fingertips: your well-maintained customer database. Use it, but only after carefully updating it.
I can’t stress the importance of your in-house list enough. In the short and medium term, it is an asset for your marketing. In the long term, it is an asset that adds value to your business when the time comes to sell. Keeping it up to date MUST be a priority. That means making sure that everyone in your business who uses it understands the bigger picture and takes EVERY opportunity to keep it up to date. For example, when someone is talking to a customer who hasn’t been in contact for a while, make SURE they quickly check that he customer’s email address is still current.
And when you want to get more NEW business
List brokers do exist; but if you go this route, be careful to choose a reputable one. We have referred numerous clients to a couple of mailing list brokers who, over the years, have proven to be reliable and helpful. We are happy to pass their details on to you if you contact us. The cost of a list will depend on a number of factors, including the level of recipient detail. My advice it to pay the little extra so you get first/last names, so your direct mail piece will be addressed to a specific person rather than “occupant” or “manager”.
Because response to a successful direct mail campaign may be in the .05 percent to 1 percent range, use a large enough group of recipients to produce worthwhile results.
2. Making your direct mail piece work.
Once your mailing list is firmed up, you can get down to the business of deciding what you’ll actually mail. This will depend on your marketing strategy. While we’d need to talk about it, my first recommendation is that you consider a campaign structured on multiple contacts to the same group of recipients — something in the vicinity of 7 contacts over a 12 to 18 month period. This is especially the case if you are in the service sector where you are seeking a long term relationship. You must be in people’s faces WHEN THEY NEED YOU. Structured correctly, a repeat contact direct marketing strategy will enable you to do this.
Aside from that, you have to consider what you will send. It could be a:
- Postcard,
- Flier,
- Personalised letter,
- Product catalog,
- Brochure, or a
- Free sample.
Whatever you decide on, don’t skimp on getting it right. Look, I know that as I sit in our Brisbane graphic design and copywriting bunker, I’m biased on this issue. But let me tell you, the difference a well crafted message makes in enormous. And really, spending money on postage and print to send out a so-so direct mail piece is like buying a $100 tree and planting it in a $10 hole.
Remember, with your direct mail piece, the copywriting and design must SELL. It isn’t enough to simply mail out a ‘here it is come and get it message’. You must stack on the benefits. Your artwork must support your sales message. And, it must all align with your branding strategy.
Also, be sure you are selling the right thing. This is often forgotten in all the excitement, and the effectiveness of the direct marketing piece is drastically reduced. For example, if your desired outcome is for people to have an introductory meeting, then be sure to sell the VALUE of that meeting. Tell them what they will get from it. Give them reasons to take up your offer. Reassure them that it won’t be a waste of time. Think of possible objections to a meeting, and see if you can answer them in a positive way that adds even more value.
3. Get your offer right!
Regardless of what you send, your direct mail piece must include a specific offer. Think about how you can ‘package’ the offer in a way that has a high perceived value. For example, let’s say you are a security firm. Is an offer of a ‘free quote’ REALLY your best shot? Or can you offer a “Comprehensive on-site analysis’ — where we look at your current setup, show you any areas where you are vulnerable and offer suggestions on how to fix it so you have absolute peace-of-mind?”
At the end of the day, the two offers are the same thing. But the perceived value of the second option is likely to be much higher than a ‘fee quote’.
Getting this right is important. Many a direct mail campaign is brought undone because the offer wasn’t as appealing as it could have been. If unsure, talk to us. We have a lot of experience with direct mail marketing, and will most likely have some good suggestions. If it is a big campaign you are planning, we may suggest a strategy to run some split-tests for you on the Internet to find out what people REALLY want from you.
If possible on your direct mail piece, include an expiry time to compel recipients to react by a certain deadline. It’s an added incentive to convince recipients of the value of the product, service, or special offer they will be missing out on if they fail to take action.
And PLEASE…
Don’t leave people to figure out what to do to get the offer. They won’t. They are too busy.
Give a clear, easy-to-follow call to action that is conveyed in a straightforward and easy-to-understand manner. Be hyper-specific with your instructions. Don’t be afraid to reiterate the offer. Additionally, make it easy for recipients to act; include a toll-free phone number, fax number, e-mail address, or payment options.
Talk to us NOW about your direct mail marketing strategy
In closing, direct mail marketing can work very well, and it is certainly something to consider in your marketing strategy. You want to get all your ducks in a row with the above issues though, so please remember a chat about your plans costs nothing on (07) 3891 3800. With our experience (The team in our Brisbane bunker have been helping businesses to make more money for over 15 years now!) we’ll point you in the right direction to increase your return on your outlay.
