Marketing strategies have changed throughout the years, yet one tactic has shown to produce results time and time again: direct mail. However, just because direct mail has been in the marketing game for the long-haul, that doesn’t mean that it can’t be refreshed or used in new ways today.
As your business evaluates options for direct mail marketing, there are plenty of different methods, designs and features to test. It’s a tried and true approach, but the success of direct mail comes from what you put into it.
Make it Personal
If you’ve ever received a mail piece addressed “dear neighbor,” or “valued customer,” you may know the feeling of being just another recipient on the mailing list. Personalize and customize your materials as much as possible to reach your targeted audience in a meaningful way. Address each card using real names and offers tailored to the recipient’s needs or interests. For new and prospective customers, offer trials or free consultations to get them in the door. For past customers, include promotions for services or items they’ve previously shopped for to get them coming back for more. Direct mail has the power to evoke emotion and memory and customizing your strategy to fit your target audience on an individual level will help make that connection.
Leverage Multi-Channel Opportunities
Direct mail doesn’t have to end on the flat surface of a mail card. With today’s advancements in technology and multi-channel platforms, your direct mail strategy is simply the beginning. One easy step to take your message beyond the mailbox is printing QR codes on your mail pieces. Whether it is for a promotional offer or a resource for more information, recipients will be able to scan the QR code from the mail card with a click of a button on their smartphone and be instantly redirected to a website page, social media profile or any other digital platform. If you want to experiment even further, consider integrating Augmented Reality (AR) technology to stand out from traditional methods and bring your message to life.
Aim for an Attention-Grabbing Design
If you’re familiar with the eight-second rule for websites – the statistic that online viewers have an attention span of just eight seconds on average – you might be interested to know that the attention threshold for direct mail is just as short, or even shorter in some cases. Use a creative approach to make sure you can grab your audience’s attention at first glance. Showcasing original imagery and bold design will catch the recipient’s eye while also appearing more personalized and thought-out than stock photos. Don’t be afraid to integrate out-of-the-box elements like unique folds, tear-backs or 3D features too.
Direct mail strategies will only continue to evolve as the years go on, but the long-standing tactic will remain a staple in the marketing world in one way or another. While your business may benefit from experimenting with different designs, customization and features, take note of what works for you and what doesn’t. How are your customers or prospective clients responding to your direct mail strategy? What are your competitors doing? The world of direct mail marketing is larger than you may think – immerse yourself in it.
Contact the experts at Allegra to discuss ways to make direct mail work for you!