Direct mail is a powerful marketing tool that can be used to connect with customers and create a memorable impact. But it’s easy to overlook the value of this marketing channel if you’re not using it properly or if you’re not integrating it with other channels.
When done right, direct mail is a key component of an integrated marketing strategy and can work well as a complement to email marketing, rather than competing with it. Here are a few things to keep in mind when creating your next direct mail campaign.
1. High-Quality Printed Materials
It’s important to use high-quality, eye-catching, and relevant materials in your direct mail campaigns. This will help to ensure that your mailings are not only received but also opened and acted upon.
2. Personalization
Direct mail that is too generic or non-relevant will end up in the trash. It’s essential to use data analytics to personalize your direct mail, so that your message is relevant to the recipient. This can include utilizing data like the recipient’s name, their location, or even past purchases in your message.
3. A Call to Action
Your direct mail piece should have a clear call to action, so that recipients know what you want them to do next. This could be anything from visiting your website to making a purchase. Make sure that your call to action is clearly outlined and is in-line with your overall marketing strategy.
4. Integration with Technology
By incorporating QR codes or augmented reality into your print advertising, you can offer a digital experience that is connected to the physical world and seamlessly integrated into the customer journey. By offering a unique and engaging digital experience, you can expand the reach of your campaign.
5. Integrate with Social Media
By connecting your direct mail with your social media channels, you can drive engagement and encourage your recipients to share the content on their social media profiles. This will help to generate brand awareness and increase the likelihood of a conversion.
6. Leverage Return Services
By working with a print shop firm that has its “mail house” under one roof, you can ensure that your direct mail is executed correctly and that it meets all postal regulations. This will minimize the risk of errors and allow you to track and measure the effectiveness of your mailings. By working with a company like Phase 3, you can be assured that your direct mail will be delivered and mailed to the right place, at the right time and on budget. Phase 3’s tenured mailing staff understands the USPS rules and regulations and can provide same-day reports to clients that contain information showing drop time/date/counts, so that they can remain on top of their campaign.