5 Steps to Spark Great Direct Mail Ideas
If you are like many marketers, direct mail has been a part of your marketing strategy for a long time. This can lead to boring mail pieces with a declining response rate. So, how can you find new, great direct mail ideas to get your response rates back on track?
5 Steps to Spark Direct Mail Ideas
- Doubt – You need to be able to start fresh. This means that everything you think you know about your mail pieces needs to go out the window. You need to be able to challenge every aspect of your mail pieces so that you and your team can build great new ideas from the ground up. This is where you need to be willing to take some risks and try out new ideas.
- Possible – Here you should identify the changes you and your team believe will be the best possible choices to improve your direct mail pieces. Here you will create a list of goals and objectives for your mail campaign. How can your direct mail be changed to meet your needs? What areas could stand some real improvement?
- Diverge – Here you will want to explore a lot of different ideas with an open mind. The best way to have a good idea is to have many to choose from. Write down every idea, even if you think it is a bad one or will never work. At this step you want to create as many ideas as you can think of. During this creative step you and your team will have fun with wild ideas. The longer you do it the more creative your ideas will get.
- Converge – Now it is time to really look at each of the ideas you have with a more analytical approach. Which ones will have problems? Once you find them, eliminate these ideas. Really question each one to find the best ideas to keep. You may end up with only one idea after this which you may be happy with. If not, go back to the diverge step and generate some more ideas.
- Reevaluate – This is the step once your mailing has been completed. Did your new mail piece meet your goals and objectives? If not, you need to go back to one of the other steps to make more changes. You may need to restart at Step 1, or if you got better results but feel like they fell somewhat short, perhaps starting at Step 2 or Step 3 is a better choice. Keep in mind that even if you got the best response rate ever with your new pieces, it will not last forever. You need to be vigilant in reevaluating what you are doing consistently after each mailing.
This five-step process can help you create great direct mail campaigns. You always need to keep in mind postal regulations so that you do not have to pay extra postage for a mail piece that does not meet the standards. This can be done during the "converge" step as you eliminate ideas that have problems. The best direct mail pieces are targeted to the right people with the right offer and grab attention. The way you go about getting attention has so many options. During Step 3, let your creativity flow and see all of the ideas you can create. Always remember to design and write with your customers and prospects in mind. Focusing on what they want will drive your response. Are you ready to get started?
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 27 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. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.