7 tips for your next direct mail campaign

direct mail

Direct mail is still a valuable and effective tool for marketers. It’s a chance to be creative and personal in a way that’s not always possible with digital channels, such as sending loyalty rewards or gifts. Here are 7 of our most useful tips to get the most out of your next campaign:

Plan your campaign objectives

What do you want to achieve? You should know what you want to happen when you send your campaign – some examples could be:

  • Getting customers to visit the website and buy/make an enquiry
  • Encouraging prospective customers to call you to set up a meeting
  • Responses for an invitation to an event or tradeshow
  • Getting people to sign up for membership or a newsletter

Define your audience

Who are you trying to target? Try to identify specific customer types and use this to target your mailing:

  • B2C – age, gender, geographic location, household income or purchasing history
  • B2B – job title, business type or spend history

Make an irresistible offer

What are you offering and why should your audience care? It should be targeted, personal and attractive enough for a response:

  • Offer a discount on a product
  • Send a competition entry
  • Sign up for loyalty membership

Choose the best medium for your message.

Have a great design and choose the right medium. Ensure the quality and think about how you will send it to your customers:

Make sure your data isn’t duff

Is your database up-to-date? This is one of the most important aspects of your campaign, if your data isn’t right then your campaign is much less likely to succeed

Get your timing right

When are you going to send your campaign? Depending on the size of your campaign, think about when and how it will be received –

  • Is there a time limit on your offer?
  • Will you get a better response if you send after a weekend or a bank holiday? Maybe your audience would be more receptive on a Friday?

Measuring your responses

How are you going to track your success? Evaluation means you can see if the campaign met your initial objectives i.e. how many responses you got, if your campaign was value for money

  • Response by a specific telephone number or email
  • Link to a website page
  • Voucher code
  • Signups to a newsletter/event page

 

See these 12 brilliant examples of direct mail marketing for inspiration


Call us today for advice and ideas on your next direct mail campaign. View our product catalogue now for inspiration!

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