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Nicola Peaty

Top Tips for Successful Direct Mail

By Nicola Peaty

Think direct mail is dead? Well, think again. Yes, we have swung right over to digital marketing, but do not be misled in thinking that the DM channel no longer exists. Time for an Infographic to prove some results:

Direct-Mail-Statistics-2014-Ver2-WEB
Note the quotes at the bottom showing the benefits of direct mail: people are more likely to remember a message, direct mail is easier to take in than email and that it is a channel that shows value to customers.

So here are some tips to consider when planning and executing your direct mail to make it an effective channel in your marketing mix.

Quality data: No junk mail please! Just sending out a ton of leaflets to all and sundry and hoping that someone will respond, will not produce the best ROI. Using a carefully selected list of contacts to receive your proposed mail piece will give you the best chance of response. The best data is your own built up list from respondents who have previously interacted with your company together with intelligence details which allow precision targeting. If you have to purchase your list, it is worth being as ‘picky’ as you possibly can, to choose the criteria to meet your requirements.

Personalisation: As with most marketing now, customers want to feel like you are talking directly and specifically to them. So take the opportunity to include their name and tailor the message to meet their details. We all recognise blanket letters that have generic content which mostly end up in the bin. Be different and make yours stand out, it will always be worth the effort to get the respondent to engage with your message.

Creative: This leads nicely on to ensuring that the creativity also gives the right impact. The chosen font and colours should reflect the brand and tone of the message, but also be relevant to your target audience. That means considering the demographics (eg old or young, female or male) and whether it is consumer or B2B (eg beauty salons or financial services). The execution can be in many formats, be they brochures, letters or postcards. Just take time thinking through what will catch their attention and resonate most. Also, consider what the competition are doing and try to be original, but still relevant, to get the best response.

CTA: So you’ve reached the right customers, tailored the message and creative so that they’ve opened and read your mail piece. Now what do you want them to do? By including a call to action you will hopefully generate a response that you can monitor and drive the customer to the next stage of the purchasing funnel. Incentives like registering online to enter a competition or using a promotional code for a discount will allow you to track response but also give you the opportunity to engage with that customer.

Follow up: And engaging with your customer is what it’s all about. So once they have responded don’t leave them hanging. Follow up with your next point of marketing contact, whether that be by email, telephone or another direct mail piece. Keep the conversation going, move the customer relationship forward and build on what you have started. Just ensure to collate all customer details and actions on your database to build a useful profile.

Integration: One marketing channel is good, but it’s always more effective if a message is supported as part of a bigger campaign. So consider targeting the same audience with the same message via other means such as advertising, social media and email. It is vital to track each channel, and remember to use different channel promotional codes, to assess the overall campaign. Advertising could build awareness, while email notifies the customer to look out for the direct mail and social media could encourage discussion or get customers to post as part of the call to action.

Check, check, check: Never let any marketing go out before it has been through thorough checking, but especially a mail piece. With all the time and effort that has been spent on planning and execution, it would be a complete waste if there was a typo or the wrong details. Customers would lose respect and may disregard the message as a result. So ensure all branding, content and customer details have been verified and approved before anything is sent out.

For further tips and advice on direct mail marketing go to: http://www.dma.org.uk/