Tips for Higher Conversion With Direct Mailing
How to Optimize Your Direct Marketing Strategy
There will always be naysayers who scoff at the relatively low response rate of direct mail. However, regarding cost per lead generated, direct mail marketing is hard to beat, and the response quality is often very good. Many consumers are also more open to receiving mailed advertisements than marketers think they are.
There are several ways you can optimize your direct mail campaign:
- Clarify your call to action—from "check out our site" to "buy this item today!"
- Time your mailings strategically to coincide with real events. For example, if an outdoor festival is coming up in your town, send a mail piece that works as a coupon for one free item at your booth.
- Keep making cumulative efforts. One or two mail blasts may not be enough to spur identifiable change in your business. Continue building the public's brand awareness of your company, and don't get discouraged if you don't see results right away.
- Look for opportunities for personal connection. If you can customize your mail pieces, putting in the addressee's name (instead of "Current Resident"), or including a little handwritten note, are simple ways to stand out.
Every mailer you send should work toward building your brand. Use words and images that people already associate with you, building consumer trust. As you select these elements, make sure the pictures will do most of the talking, so you can keep your text brief and dedicated to essential information.
Though it can be tempting to try to reach every customer you can, it would be wise to target specifically those who already want or need your services. That way, you can focus on sending a message that appeals directly to them, instead of being too vague (for example, a pediatric dentist should focus on families with children, not childless adults). With specific targeting like that, your word-of-mouth will reach far beyond your initial mailings.
How Campaigns Can Benefit From Direct Mail
What are the benefits of using this strategy? The answer is pretty simple: it works. Consumers will have your physical ad in their hands, which prompts them to look at your promotion more carefully than if it were a website where they could jump from page to page. Direct mail worked so well for one company in 2014 that their response rate was outrunning the sales savvy of their personnel—leading to a temporary drop in profits.