Direct mail is the right choice for businesses seeking to have a positive relationship with their customers. It drives customers loyalty by giving the firm the ability to connect one on one with their clients. Direct mail is a cost-effective method targeted at a selected group of people. Every company must strive to win customer loyalty through direct mail because it has the capability of driving both digital and physical traffic to the business.
Today, many companies are moving from a purely email-driven campaign to more targeted data-driven direct mail because direct mail is not just a piece of paper, but rather a way to build relationships and a sense of trust between the consumer and business.
Here are some top benefits of direct mail marketing.
Highly Targeted. Each piece of mail is tailored to suit the need of a targeted audience. Customers receive only information that satisfies their buying habit and individual requirement.
Personalized. Direct mail can be customized to include clients’ names and personal information. Personalizing a message may make a customer follow through and make a purchase.
Sent Directly To Client. All direct mail pieces are delivered directly to customers. Therefore customers are more likely to see and read the message.
Versatile. Direct mail can be delivered in multiple formats such as postcards, brochures, magazines, and catalogs, and this makes direct mail a suitable strategy for all businesses.
Cost-Effective. The creation of direct mail itself is easy and affordable; also mailing each campaign to the client is relatively cheap because mass mail rates are available for direct mail campaigns.
Are you ready to build customer loyalty through direct mail marketing and looking for a firm that will help you out? Limelight Direct Mail Marketing is within reach. Limelight Direct Mail Marketing offers ultra-low pricing and unbeatable customer service. The firm focuses strictly on direct mail and genuinely cares about the success of its clients’ businesses. The company has a proven track record and has set a standard in direct mail marketing.
Even in today’s digital world, plenty of companies understand that direct mail still has an important part to play in marketing. There’s something about physical media which still has a place in consumers’ hearts and minds, and direct mail can, therefore, deliver excellent results. However, it’s not enough to only send out a direct mail campaign and then sit back and wait for the customers to roll in. One of the critical parts of any marketing campaign involves assessing your results- and that means you need to track the direct mail itself.
Just how do you go about this? Well, there are two main options available to you. The easiest way of tracking your direct mail is to have it include a dedicated website URL or phone number. That way, you can be sure that 100% of leads to these sources have come from the direct mail, and aren’t just people who have stumbled across your services through some other means. If you’re planning on putting out multiple direct mail campaigns, then this approach will also allow you to track each campaign individually- all you need to do is include a different phone number or URL on each piece.
Alternatively, you could put a tracking number or coupon on your direct mail, and then request it when each lead comes in. Whichever approach you take, be sure to take down a detailed list about the success of each piece. You’ll want to record how many pieces were sent out, as well as how many leads were generated by each direct mail campaign. If you’re planning on sending out the same piece multiple times, then you should also record how well it performs in each month, so that you can then put that data to good use in the future.
By collecting this information, you can assess whether or not your direct mail campaign was worth the expense. If you are accurately tracking your campaign, then this is easy- all you need to do is add up the net profit of all the leads which came from your direct mail campaign, and then subtract the price of the campaign. The latter figure might be complicated if you’re working on your own, but teaming up with Limelight Direct Mail Marketing makes the whole process simple. As well as designing the entire direct mail campaign and seeing it through to completion, this approach also streamlines the costs- so you can see at-a-glance just what sort of ROI you are achieving. Call Limelight Direct Mail Marketing today at 919-452-5418.
In the 21st century, just about everything has gone digital including advertising. It’s not just e-mail, but also Twitter, Facebook, and Instagram. Digital marketing and direct mail targets people based on certain demographics, so a savvy business will implement both for maximum impact. Here is how to do it.
First, look at the business’ goals and budget. Consider how the advertising is being set up to engage people. Marketers have to plan out what works for them economically since digital marketing is cheaper than direct mail, yet direct mail is more effective than online marketing. Then, there is the targeted audience. Focus on a particular demographic and how that population engages. Marketers need to develop their digital marketing operation to enhance and expand the entire advertising plan.
Direct mail is more important to a customer as the impact much more efficient, and the targeting is still useful. While radio and billboards are nice, that is a location-based ad that does not engage a person. It is passive. Engaging people is where marketers have to get very creative with the direct mail process. Ideally, it is more personal in the message and should initiate a conversation.
With a client engaging, marketers can keep an eye on buying trends. It can be hard to do, but it’s very much necessary. That includes individual URLs to link directly to social media using specific codes. The more people tracked, the better because it would improve the data collected.
The entire advertising team should be on the same page when integrating online and direct mail when planning a campaign. They should make it personal and showcase the benefits of the offer. Having a specific audience makes it easier to spend to maximize the results. Look at companies who do this effectively, such as Google, to learn more about how to make this infusion effective. A well thought out plan will make things easier in the marketing scheme and advance the message of the product or service.
Direct Mail Headlines play an influential role in building or destroying the impression of any business. This first line must be able to convince recipients to read further. Several business owners lose their potential leads just because of poor headline framing.
There is no doubt that headlines serve as the heartbeat of your direct mail campaigns; they survive on two options: either make money or joining the trash. Those who want to make their direct mail campaigns a big success must pay attention to creating a compelling headline for their mailings.
Here are top tips to create effective headlines:
The Magic of Odd Numbers: Studies reveal that odd numbers make a more powerful impact as compared to the even numbers. Psychologically, odd numbers appear legitimate and scientific.
Simple and Straightforward: Readers only take five seconds to decide whether to read or throw out a mailing. So the headline must be as simple and straightforward and make an impact within four seconds. By the fifth second, the recipient has decided.
Strong Keywords: The headline must be framed with strong, emotion-building keywords like “You have won,” “You are Invited to,” etc. It will immediately grab the attention of the reader, and they will feel curious to continue reading.
Use Absolute Terms: Highlight the essential things and ignore the annoying ones. Direct mail headlines must be capable of motivating readers. Pick the most appropriate words that have the power to build a positive impression.
A Sense of Urgency: A powerful headline must include some deadlines that can create a sense of urgency. It works like a call to action and readers are encouraged to pay more attention to check the offers.
Touch their heart: A business mailing may have several customers; those who are already buyers for a long time and new potential buyers. It helps if businesses understand their audience to create a heart touching headline. Address issues related to needs, and provide a solution to the mail recipient. They will soon love connecting to your business.
A postcard has a tough job to accomplish in direct mail marketing. As compared to a long and detailed illustrated letter, the postcard has only two limited sides to convey its message. A letter can present a whole package with various elements promoting an offer, whereas the minimalistic approach in a postcard can lose the closeness, expression, and detail of a letter.
But we can still employ a few tips for designing a postcard for an effective direct mail campaign.
Begin with clean and objective data: Ideally, the communication should start with a solid database that is objective and can be measured. It will be difficult to evaluate the return on investment without a clean database which tracks the demographics as well as spending or purchasing. One should also strive to remove the gaps between the multiple channels and the items. It is observed that to get the best return on investment from a postcard direct-mail campaign; reliable metrics should be employed across the board. Having strong metrics in place will make it possible to attribute the resultant traffic and also the lead generation to the source postcard. It is important to observe the activities in the other channels of marketing. It might be at times difficult to attribute the bump in sales to a particular postcard if other avenues like the television, radio, print are also simultaneously active. The marketers wanting to use postcards for sales promotions should be aware of its potential return on investment as well as how quantifiable are the results of what is being attempted.
Customize as much as possible: Each postcard should be customized and personalized according to the recipient. By using variable-data printing, the costs can be kept in check, and it is possible to personalize and hence hope to achieve a better return on investment as compared to sending out a regular standard postcard to everyone. The slight rise in costs can easily be offset by a more favorable response with personalization. The postcard format makes it easy to create multiple different versions of the direct mail campaign, which could target different age groups, income groups, family status, gender, etc. A one-size-fits-all campaign is not as effective. Sending out personalized postcards in direct mail can elicit a much more favorable response.
Both sides of the postcard should be synchronous. The front of the postcard acts like a billboard whereas the back side has the address and the postage. The front can be used to actively push your message, if possible in a graphic format just like a billboard. Even excluding the address and postage block, using the ratio of 70:30 for graphics and copy may still present a very efficient medium for getting your message across in the direct mail campaign. The font size selected should be legible and pleasing to the eyes.
These simple tips help make postcards an effective medium of direct mail for the marketing of products and services in a localized area with a more targeted campaign.