Whoever said print is dead hasn’t been paying attention. A surprising 56% of customers trust print marketing above any other type – and 42% at least scan the contents of direct mail to find out more.
When you realise that direct mail could generate a huge return on investment, it’s time to work out how to use it in your marketing strategy.
Effective direct mail stops customers in their tracks – instead of walking straight to the bin with the letter in their hand. The good news is that it’s easy to stand out and make direct mail your strongest marketing strategy yet.
What Is Direct Mail?
Direct mail involves any letters, coupons, or items posted to customers and potential customers.
The introduction of the EU General Data Protection Regulations (GDPR) meant many companies were put off mail marketing campaigns in case they fell foul of the new legislation. They didn’t need to do this!
Direct mail doesn’t fall under GDPR if you believe your mail campaign to be of ‘legitimate interest’. This could be something as simple as your marketing campaign targeting local households for a regional offer.
It also doesn’t breach legislation if you’re not personally addressing your envelopes. Before you send everything to ‘The Occupier’, however, there are reasons to target your mail campaign for a personal experience.
3 Unmissable Tips for an Effective Direct Mail Campaign
Targeted direct mail brings better results than ‘spray and pray’ high-volume, impersonal marketing. Here’s how to make sure customers pay attention to what you’re sending through their letterbox.
1. Segment Your Data for a Personalised Experience
While using ‘The Occupier’ is a way to get around GDPR, you’re going to be spending a lot of money on wasted paper that gets thrown in the bin.
People only like post when it’s addressed to them personally. You don’t need to worry about GDPR for direct mail if you’ve already had an interaction with the customer in the past.
You can send letters, flyers, or coupons in the post to anyone who has provided their details and not opted out of marketing communications. Use the data you already own to create targeted segments of demographics, regions, or customer trends.
Use this data to inform your messaging and design. The more targeted your message to the individual customers, the higher your conversion rate will be.
2. Send More Than Just a Letter
People want to feel like they’re getting something for nothing. We just can’t resist a freebie!
You could opt for the simple route, such as offering a special online-only code for a discount or gift in their next order. If you have physical shops, consider cut-out-and-use coupons people can bring to the counter for a discount or freebie.
Another way to stand out is to include a physical gift. Promotional pens, for example, add little weight to your mailing but provide a tactile interest as soon as your customer touches the envelope, increasing the likelihood they’ll open it and read your message.
3. Ask Customers to Do Something
The ROI of direct mail can be phenomenal when you ask your customer to take action.
This might be spending a coupon included in the mail or a visit to your website, or even just to follow your company on social media.
Direct mail marketing only works well if your customers have a reason to act on the message you’ve sent out. Make sure you have a strong call-to-action to encourage another interaction with your business to continue the relationship-building process that creates long-term loyal customers.
More Money-Making Tips for Your Business
Effective direct mail campaigns deliver a great return on investment but there are many more ways to make your capital work hard to boost your business.
You don’t need a huge budget to generate a buzz about your latest business venture. Check out our money and business blogs to discover more savvy marketing and budget-friendly startup strategies.