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.
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 or call in today!