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.
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.
Direct mail marketing is an advertising method that involves using the mail service to deliver printed marketing material directly to your target audience. It works perfectly for small businesses, companies in a new niche, and businesses looking to engage customers and gauge interest. Here is how to maximize your direct mail marketing campaign.
Develop a Thorough Mailing List
Use a variety of methods to craft a great mailing list. One method to build up a mailing list is to find a list broker and purchase a mailing list that has a similar interest in what you are crafting. Also, create a sign-up list on your website. You want to have a way for those that want to be part of your mailing list to sign up.
Generate a Short, Regular Newsletter
Half the job of engaging potential customers is keeping them up-to-date on both your product and business. Mailing out a newsletter every other month helps to do just that. Make sure to keep your newsletter short, one page is best. This length makes it a quick read.
It is important to create a way to track responses. Place a unique code on each mailing piece that allows you to monitor the recipient’s use of your offer or campaign. With tracking, you will be able to fine tune your future campaigns.
Offer Referral Bonuses
If you want your direct mailing campaign to grow, offer your subscribers a referral bonus. One example of such gift is to provide a percentage off the next purchase a customer makes if they have successful referrals. Not only does this get you more subscribers but it is also likely to get you more sales. People like to spend money when a discount is involved.
Keep Affordability In Mind
Maintaining the cost of producing and mailing your materials is important. You don’t want to use all the money you have available for just creating the brochure or postcard. Track how much you are spending so that you can amend expenses if necessary. You can also save money by testing your campaign before sending out all of the material and even before printing all of it. That will help you to catch errors before you produce and mail large quantities.
For a continuously successful business to grow, a mailing list needs to be developed. Mailing lists give companies the chance to update customers and potential customers on the latest products or deals that are being offered. It’s a smart professional tool to bring others to the business and create attention. The question is how to develop a strong mailing list that can be used in future expansion and advertisement.
To start with, collect all contact information that is already in hand, especially existing clients. Having met them before, it is easy to collect their email and send messages to them as a way of saying, “remember me?” Get friends and family relatives’ emails to add to the list and encourage them to recommend the business to others. Besides emails and phone numbers, look at social media to add more people. Twitter, LinkedIn, and Facebook can supply people to add to the mailing list. Promoting the business in a simple paragraph can lure others into “following” or “add to friends.” They are fast, accessible, and simple; social media is a must for businesses if they want to expand.
When sending emails out, offer a sign-up sheet for future emails and promotions. Having customers add their information is an excellent way to collect names and emails while also promoting the business in an attractive manner. In the mail, the company can add a link to the sign-up page or even have it set up to forward the link to others. Besides the online portion, also establish an email list through one-on-one conversations. Add any collected business cards. It should be clear that adding a person to the company list isn’t spam – it’s easy for an email to fall into that category.
So, how should businesses attract the right kind of interested people to become subscribers? Email marketing is as standard as radio and TV advertising, as technology has expanded to allow all forms from the Internet. It is all about finding the right way of getting it out there. The mailing list is one effective way of collecting customer info, contacting them through the mail or online, and promoting the service or product in an impressionable fashion.
Setting up a direct mail campaign seems to be one heck of a job. There are several procedures involved in orchestrating an entire direct mail campaign which makes it troublesome even for many technicians. For direct mail in Raleigh, the whole process will run smoothly with the proper preparation.
Sales Copy. The client needs to draft the sales copy and the copy design. Copy should be written, edited, and the layout determined before going to schedule the mailing.
Mailing List. Mailing lists are prepared to target your potential customers. Demographic filters are used to narrow down a general mailing list to focus on the people you are trying to reach. Age, income, gender, location and if there are children in the home are just some of the filters to use to get to the right customer. Choose the number of clients you wish to reach to keep prices under control.
Printing. Use good quality printers. Approve the color proof before the order goes to print. Confirm the completion date of the printing. If the printer is also addressing the pieces, verify they have the mailing list and know the mail date.
Assembly. Give instructions to the group or company who will assemble the promotional pieces. Supply the mailing labels or provide direction on which font to use for printing. Give instructions on the mail piece preparations: folding, stapling, stuffing envelopes, placement of mailing label, etc.
Postage. To the people who will handle the mailing of the pieces, verify the class of mail to be used, and the posting date based on when you want the pieces delivered to target customers. Time sensitive materials need extra attention. There is no use having coupons arrive after the expiration date.
Bulk mailing campaigns takes some planning but is a very efficient and inexpensive way to advertise in a community of potential customers. Small and large businesses alike can successfully increase business with bulk mailing.
Limelight Direct Mail Marketing helps streamline this process by handling multiple steps at one location. Contact Limelight today for all your bulk mail needs at 919-452-5418.