If you’re not utilizing direct mail marketing in your campaigns already, then you’re missing a trick.
Many businesses turn to tactile marketing methods such as direct mail marketing to improve their campaign ROI.
Direct mail marketing is one of the oldest forms of marketing. Its longevity is due to its capabilities and cost effectiveness.
If you’re looking for the best way to target new customers with your direct mail campaigns.
Follow these 6 simple steps and be on your way to direct mail mastery.
First you need to figure out who and where your target audience is.
The great thing about direct mail is its focus on a smaller group of potential customers.
Targeting a narrow and specific audience, removes the amount of objections and leads to a higher return on investment.
The best people to target with your direct mail depends on your campaign goals and objectives.
Are you looking to raise awareness in your local area? Target exiting customers and leads? Re-target already interested customers?
Figuring out your campaign goals, campaign objectives and target audience will save costs and generate the best direct mail marketing results.
Customers engage with 91% of all direct mail according to the digital marketing association.
This means, the real make or break between a sale or the bin, comes down to what’s written on the mail campaign.
Killer ad-copy has the power to persuade complete strangers into trusting your brand and becoming loyal customers.
A well written direct mail campaign will appeal to a need/want your customer has and stir up a desire for your product that’s so strong, that it then leads to a sale or action.
Copy isn’t the only way to pique interest and desire in potential customers.
One of the most effective ways to engage your target audience is through quality print marketing materials.
A direct mail product that stands out, such as a z card or infinity card will create a much more memorable experience, that is likely to be kept for a very long time.
A quality print marketing product, and a great design, is going to hold your audience’s attention for a lot longer than your standard sheet of A4 paper.
There are many ways to find the target audience for your direct mail marketing campaigns.
The best questions to ask are who would benefit the most from the event, product, or service you’re offering and where can you find them.
If you have a similar goal to another company, you can look at who they target and even directly compete for that audience.
Determining your target audiences age, gender, location, and income will make the targeting process a whole lot easier.
Specifically targeting already interested individuals is easier than ever in today’s digital environment.
Asking visitors if you can access their location whilst browsing your website, will enable you to see exactly who you need to be re-targeting with your direct mail campaign and where they live.
Re-targeting customers that have already purchased your products can be done via communication with sales teams.
Specifically, re-targeting already interested customers should be the most cost-effective way to ensure sales and conversions.
Trust is more likely to have been built with customers that are already familiar with the brand.
You can easily monitor the effectiveness of your direct mail marketing campaigns with tools such as Google Analytics.
Monitoring the effect of you direct mail campaigns effect on website traffic and sales can be recorded closely with tools such as Google Analytics.
Promotional codes and QR codes are also an easy way to track exactly where sales and conversions have come from.
Spending a little extra time on recording your progress and investing in a quality direct mail marketing campaign will lead you to a higher ROI.
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