How To Choose A Target Audience For Your Direct Mail Campaign
If you are putting together a direct mail campaign, you should put the most consideration into choosing the right target audience, the precise product the audience will resonate with, and the unique messaging you will push for each campaign. If you use this approach, direct mail can be an extremely useful instrument in making your company a success.
Let’s look at each consideration in detail.
Determining A Target Audience
Whether you are selling to a homemaker or massive business, you need to take time to put together your buyer personas and then several different probable buyers who make sense. Use data from previous campaigns and online channels to get more information of key demographics of your potential clients such as income, age, gender, occupation and so on. By identifying these buyer personas, you will be able to make a decision of how to create your campaigns messaging using the unique characteristics of the audience. Instead of carrying out one large campaign that is generic but less effective, you might want to consider carrying smaller multiple campaigns that have smaller quantities for each campaign but greater impact because they are specific to each target group. One could argue that a campaign focused only at the best target audience will be more effective than a much bigger and more broad campaign.
Choosing The Appropriate Product to Highlight
What products or services are you wanting to push the most? That product or service is what your direct mail campaign should highlight. Because print gives you an opportunity to get the messaging and aesthetics right, think of how to present that star product in a captivating matter that will capture the attention of your existing customers and attract new customers. Buyers want products and services that provide answers to their problems, and those that make life better and easier.
Personalizing Your Messaging
Personalization of messaging is common in digital and email campaigns but it can be very effective in direct mailing campaigns. You can personalize your direct mail campaigns by incorporating data such as gender, name, past donations/purchases, and location. This information helps you to create messaging that resonates with each unique target individual and demo. The majority of direct mail service providers don’t charge extra for personalizing your messaging. By marrying outbound and inbound marketing, you will be able to reach every potential client via direct mail. Your messaging should feel as though you were making a phone call in person.
Finding The Ideal Direct Mailing Company
LimeLight is a North Carolina’s direct mail company. It has been in operation since the year 2007 and it is a family-owned business. Over the years, LimeLight has perfected the art of direct mailing which is their core business. They have great prices and unrivaled customer service. Mail marketing is constantly changing and LimeLight ensures that all their strategies are up to date to meet the changing and growing demands of direct mail consumers. The company operates five days a week and ensures all deadlines are met and deliveries made on time. To learn more about LimeLight direct mail, visit their site.
There are a variety of ways people use to market and promote their business. A postcard is one of them. Using a postcard offers companies the chance to grab attention and market their products and services to a range of clients. However, they need to design an effective card to guarantee their success. Here are some elements that will help you create a standout postcard.
Clear and Concise Headline – The headline is the central focal point on a postcard. A bold headline immediately allows a business to relay the desired message.
Include Graphics – Graphics are beneficial. They add value to the message in the headline in addition to making it easily understandable.
Use Subheadings – Subheadings make the postcard easy to read when used appropriately. Subheads show the prospect where to start reading and act as a guide to the information is in that section.
Benefits – Most people prefer knowing what you do to them than how great you are. So instead of adding info about your business, add your brand name and logo and use the other space to tell clients about the benefits. Lets them know how they stand to benefit.
Give Offers – It is not a must for an offer to be a gift. Just using words like “Limited Supply” and “Save 20 or 50% on certain purchases” will make the difference.
Maximize Your Space – Postcards come in a variety of sizes. Pick a size that meets your needs. Make sure that the cards chosen grab the recipient’s attention and communicates your complete message.
Use Bright Colors – Using a color that pops. The headlines, subheadings, and text should stick out. Bright colors help the mailing to stand out from the other mail.
Call To Action – These tell the audience exactly what to do. Include a call to action like, “Call for more information,” “Sign up for our newsletter” or even “See us online.” These are just some of the desired call to actions you should use.
Contact Information – Call to action should be followed by contact information. Provide customer care number, web address and an email address that your prospects can easily reach you.
Return address – Return address communicates you are an established professional. They ensure you will get returned mail from the post office.
The effectiveness of direct mail is still incredible, even with the existence of hi-tech options such as emails, social media, Skype, etc. In fact, direct mail shows a significant effectiveness mainly as a marketing tool according to research conducted by many professionals. Nearly 75% of the people tend to open the direct letters as soon as possible. Any business can consider direct mail as a handy tool; here are some creative points to consider when launching a direct mail campaign.
Stand out from the crowd
The material sent via direct mail (the cover, envelop, the postcard, etc.) must be unique; the recipient must be able to differentiate it from the rest of the letters. A thicker material for a postcard, unique color selection, different wrapping style, etc. can be helpful in this case.
Large envelopes are the best
Small envelopes are less expensive than larger ones; they are also less effective than larger envelopes. Therefore, those who plan direct mail campaigns should consider using larger envelopes. Such envelopes grab the attention of the recipient and encourage them to view the contents seriously.
Make it bulky
Recipients tend to open all the fat envelopes before everything else. So, if a particular company sends a thick packet, the respective company can expect a better and a more fruitful ‘open rate’ from the recipients.
Offers are more persuasive
It is always useful to offer something instead of selling the products. The proposal you expose must be compelling for the customers. Having an ending date for this offer is essential.
Give it a human touch
A generic direct mail comes with less effectiveness. Recipients tend to take it pretty seriously if the direct mail has his or her name on it (inside materials). The sender should be wise enough to address the recipient with a personal touch.
Target special occasions
A direct mail sent on a special occasion is highly efficient. Birthdays, anniversaries and personal achievements are some of the moments to consider.
In addition to that, the CTA (call to action) must be mentioned in the direct mail clearly without confusing the recipient. The CTA should be designed professionally and persuasively. Offering freebies upon the completion of CTA is another very effective strategy to consider.
Before small businesses even start to think about creating their marketing content, they have a big decision to make: to deliver their message through email or direct mail. It might seem that in our increasingly digital world, email is the default option. However, in truth, direct mailing still has a valuable part to play in the success of a small business. It’s a cost-effective, efficient way of getting the message across. For companies in Raleigh, direct mail is indeed a smart choice. Let’s take a closer look at what makes this approach so useful:
Your Readers Are More Receptive
How easy is it to delete an email without reading it? This action is where so much email marketing fails – the message doesn’t even reach the recipient. On the other hand, direct mailing is much harder to ignore, meaning your audience will be far more receptive to your message. In Raleigh direct mail also has the advantage of letting you make your marketing materials much more eye-catching so that you grab your reader’s attention before they even reach the first line. So long as you can make your direct mail stand out from the crowd, you’ve got a much better chance of getting noticed than you would have with email marketing.
It Lets You Be More Precise With Your Target Audience
Most small businesses are dependent on local customers to keep going. With an email mailing list, it might be easier to collect addresses, but you have no idea where the owner might live, and your efforts might, therefore, be going to waste. On the other hand, direct mail allows you to target a geographical area with accuracy, and put a real focus on bringing more foot traffic to your store. Direct mail will help you to build up a core local customer base before you expand your scope.
Direct Mail is Extremely Cost Effective
Working with a company like Limelight Direct Mail Marketing means you can access Raleigh with direct mail solutions at a meager price. That means any small business can afford to take advantage of this robust marketing solution! You can even send out a small amount of direct mail marketing to test the waters before you roll out your campaign on a larger scale so that you can be confident you’ll get outstanding results.
Today’s businesses have significantly profited from using the internet, and it has led to the development of solutions that are on the go and require minimal input.
Email marketing is one of the solutions businesses use to reach out and advertise their products and services to their target market, and it yields tangible results for startups and already established companies. However, the success of any email marketing campaign depends on the mailing lists used.
While the internet is rife with many people selling mailing lists, building a list is the best bet for creating a profitable marketing channel that reaches your target customers.
Building a mailing list does not seem easy, but it is. It does take time and requires a lot of effort to create and maintain, and this is the reason many businesses opt to buy lists instead of growing one. A mailing list is an asset to your company, but the question is how you can build a profitable mailing list?
The following are ways you can build and generate mailing lists for your business:
Build Your Lists Offline
The best way to start making your mailing list is by deliberately collecting business cards, letterheads, return address labels, etc., be ready to get the emails of people when you attend conferences, events and trade fairs that are tailored to your target audience.
Use Your Website
Your website represents your business online. Apart from providing information about your products and services, a vital way to gather an excellent mailing list is by having a signup form on your website. The sure way to get visitors to your site and to encourage them to use your signup form is through engaging content. Once they are sure that you have exciting things to offer, it will be easier to compel them to leave their emails so you can make more materials available.
Publish Guest Posts On Forums
By giving people valuable information through your guest posts on forums, blogs, etc.; they will be interested in knowing more about your brand. You can then include links to your newsletter sign up form.
If you use these methods diligently, rest assured, you will gather a mailing list of people that are interested in what you have to offer.