How to Improve Your Direct Mail
We are in challenging marketing times. Every dollar spent matters, and in direct mail there are a lot of dollars spent. They are worth it when you are getting good results, but many times that is not the case. The problem is not with the direct mail channel, but rather with your mail campaign. So what really matters in 2018 to make your direct mail campaigns a success? Let’s take a look.
What matters? These seven elements:
- Time — The time you spend to create your mail pieces; audience and message make all the difference. Many times timelines are cut short so steps are rushed through and not carefully thought out. This can cause a bunch of problems that can either cost you more money or responses, either way you lose out. Purposely block out time dedicated to making the best mail campaigns possible.
- Myopia — Many times the problem with a mail campaign is the wrong focus. Your messaging list and design all need to work together to drive response. When your team cannot see the forest through the trees they are creating messaging that is not going to appeal to your audience. This will cost you responses. Focus on the benefits to your audience, this means you need to know them well, not just assume that you do.
- Innovation — Today’s direct mail needs to stand out. What worked yesterday will not work tomorrow. Have you tried to innovate your mail pieces to stand out? There are many tools you can use from technology to folds or special coatings. You want to integrate with your messaging, so you need to carefully consider what will enhance your message and drive response.
- Inspiration — Many times inspiration is lacking in mail campaigns. From lackluster design to poorly worded copy. You cannot inspire response without a great mail piece. Sending the mail piece to all the right contacts does not matter if your message does not resonate and your design does not generate interest. Your piece just became trash. Consider testing your design and copy with a couple of key customers who are willing to give you feedback. What they say may surprise you.
- Adaptability — As your customers change you change your products and services, but are you changing your mail campaigns? You need to adapt to what your prospects and customers want and need. Very targeted messaging can help you generate a better response rate. Beyond messaging though, you need to adapt your design, too. Change is a good thing and can lead to more responses.
- Brand — Many times a mail piece does not perform well because of a conflict between your messaging and your brand. Who your company is and what it stands for needs to mesh with your design and messaging on your direct mail pieces. When there is a conflict in the mind of your prospect or customer, they are not going to buy from you.
- Degeneration — Overtime a direct mail campaign can degenerate if it's continually done the same way. Constant vigilance to changes in your audience, your product and the culture in general need to drive changes in your direct mail. The world is changing at a faster and faster pace, you need to change, too. Declining response is a big indicator that your campaign is degenerating. Start your process all over again to refresh creative design, copy and your list segmentation.
Your direct mail results can and should be better. Each of these seven elements can directly affect your results. Take a good look at what you have been doing along with your team to see if there are changes you can make to improve your results. Sometimes the smallest change can make all the difference in how your audience perceives your offer. Remember to track your results as you make changes to see what is working and where you can improve. In 2018, you can have the best direct mail results you have ever had if you make a real effort to do so. 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.