Direct Mail for 2017
How did 2017 come upon us so quickly? Time is flying, so we need to get started on planning direct mail campaigns for 2017. I really do mean planning, too. It takes time to plan an effective direct mail campaign. Before we start, let’s look at what we will not do in 2017.
- Overcrowd: Using too many images or too much copy is overwhelming.
- Be Generic: You need to target your offers — they should never be generic. Specific offers get responses.
- Rush: Just because you can push to get your mail out fast does not mean you should. Thorough effort in strategic planning is essential for sending quality mail.
- Send alone: Your direct mail campaign should be tied to other channels, in order to amplify your reach and increase response.
- Send once: Direct mail works best when you reach out to people several times — particularly if they are prospects and unfamiliar with you.
So now that we know what we won't do, let’s take a look at what direct mail should entail in 2017. Technology will be the key to improvement. There are now so many ways to integrate direct mail with mobile and online content. Integration increases engagement, and new varieties of integration surface all the time. The pace of change in marketing right now is staggering.
Focus on direct mail's strengths: it is targeted, tactile, scheduled and trustworthy. Take full advantage of these characteristics by applying tailored lists, textures, smells, inks and tracking. Make your drab direct mail fab. Customers and prospects will notice and appreciate your creativity.
Here are some ideas for fun direct mail:
- Textured or coated paper: Make your message pop with textures and coatings that will alert your targets via fingertip. This is relatively inexpensive and will boost response.
- Dimensional: Dimensional mail is any mail that is not flat — boxes, tubes or any other 3-D shape pops in the mail. Note that postage on dimensional mail is more expensive.
- Endless folds: Create fun and entertaining mail by sending a folded piece. These go beyond visual stimulation by requiring recipients to touch and manipulate the piece.
- Video: These mailers have an audiovisual player that is embedded within them. The video content is played after opening the mailer or pushing a button.
- Scavenger hunt: Launched with a direct mail piece, you can send your customers on a fun adventure.
- 3-D: Create a mailer with 3-D images, send some 3-D glasses along with it and let the fun begin.
- Ink: Try using some of the new, reactive inks that change color with temperature, and more.
These are just some of the creative ways direct mail can be used. Get your customers excited about your direct mail. There are so many new and fun options you can be taking advantage of. Not everyone has a big enough budget to take advantage of the more expensive options, but there are plenty of ways to spice up your direct mail while staying within your budget.
Let 2017 be the year you create better direct mail, and have fun doing it!
A blog about Direct Mail Marketing, tips, tricks and what not to do.
Summer Gould is President of Eye/Comm Inc. Summer has spent her 23 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. She is also a committee member for Visionaries in Philanthropy which benefits San Diego Meals on Wheels.