Today, most businesses use digital channels to market because they are low-cost and more effective to measure. However, that does not mean traditional methods are dead. The best way of marketing has been to incorporate both channels to maximize the results. This way, businesses can develop personalized experiences that help them stand out from the competition. One of these traditional methods that still work is direct mail marketing. This is an offline marketing platform where you send physical mail to customers. The correspondence contains items identifying your business, contact information, and CTA.
Direct mail marketing is still functional. Businesses combine it with other channels to increase ROI. It is interactive, creative, memorable, and covers a wide demographic. Additionally, direct mail marketing has less competition. Launching this campaign is the same as sending emails, only that you are doing physical distribution. Here is how direct mail marketing works.
- Defining the Goals
The initial step is to be clear on your goals. What do you want to achieve from the campaign? Do you want to leverage leads or build traffic? Knowing your goals from the beginning will influence other decisions that come later.
- Knowing Your Audience
Your campaign will be successful if you know how to engage your audience. Therefore, understand their needs and how your goals will fit these needs. Gather details about your customers, including demographics such as preferences, behavior, etc. knowing your audience will facilitate how you run your campaign.
- Choosing Direct Mail Format
There are different formats of direct mail. So, your budget will dictate the design you use on your campaigns. The standard direct mail formats are:
- Flyers and brochures
- Dimensional mailers
- Package inserts
Your marketing goals also influence the mailer type you choose.
- Choosing a CTA
The Call to Action you choose is vital. You want the customers you send the mails to respond by taking action. Therefore, your CTA must be enticing. Tell them why you sent the mail and what you would like them to do. The CTA should capture their attention. So, take some time to create a good one.
- Designing the Pieces
The next thing is designing the mail. When doing this, focus on your CTA and marketing goals. It is advisable to use modern templates to create your pieces. A modern template makes it easy to include elements and customize the design to make the piece unique and unforgettable. Focus on things like quality images, font, and size.
- Sending the Mail
The last step in direct mail marketing is sending out the mail. Many businesses face the challenge is printing mails in bulk and sending them to thousands of addresses. Most outsource companies that facilitate the process. For example, a company can hire flyer distributors to distribute mails if flyers are the offline marketing method they have chosen.
Direct mail marketing is the most impactful offline marketing tactic that are still in use. It reaches directly to your customers, and if your message and design are compelling, the customer is more likely to act. With direct mail, you have a great opportunity of being successful.