Tossing some copy onto a postcard and dropping it in the mail does not constitute a successful direct mail. Truly effective direct mail campaigns are part art and part science. Time and care must go in to your piece; several facets need to be considered in order to maximize its visibility and effectiveness. Most importantly, it has to get your target to act.
Question 1: Is It Personalized?
Personalization makes your customer feel special. It makes them feel like you really understand who they are and the problems they face. Taking the time to research your customer and gaining an understanding of who they are and what they want greatly increases your chance of marketing success. Analyze your current customer base: look at the kinds of items or services they’ve purchased in the past, and reference those in your mailer. Offer specific services that relate directly to them, their lives and their concerns. One size does not fit all when it comes to your marketing.
Question 2: Does Your Headline Grab Attention?
Most decisions about a direct mail piece occur in the first five seconds that a prospective customer views it. In those five seconds, they need a reason to keep reading – you have to give them that reason. This can be done by answering one simple question: what’s in it for me? They need to know the payoff for reading all the way down to your offer. Your direct mail piece’s success starts – and frequently ends – with your headline. Some headline techniques include asking a question, offering a gripping statistic, or riffing with some well-placed humor.
There are a few more questions to ask before sending out your mailing – coming up in our next post! In the meantime, contact us and we can help you create a successful campaign whether it’s from scratch or building upon your other marketing strategies.