(Last Updated On: August 18, 2017)
direct mail

5 Direct Mail Tips For Direct Marketing & Advertising

Direct mail is a great way to reach and to connect with customers regularly.

However, along with its success in doing its job in marketing and advertising the business along with its products and services comes the need to create a plan in order to maximize the benefits including the return on investment they can get from it.

5 Direct Mail Tips That Can Help You Out

  1. Personalize your Direct Mail

Different businesses have different customers who have different preferences as well.

It is very important for you to personalize your direct mailings.

However, in order for you to be able to do it, you should first conduct your research and know their buying behavior.

Talking to them or conducting surveys may also help you out. In other words, there is a need for you to invest your time and effort in learning more about the wants and needs of your customers.

Upon gathering essential information about them, you can now start creating your direct mail content.

In this one, you need to personalize your content upon the information that you have gathered.

With that, there is no doubt that the receiver of your direct mailings is likely to turn to a paying customer.

It has also been said that having personalized content helps in increasing customer engagement.

Therefore, make your mailings more appealing to your specific customers.

Make it seem like it is directly speaking to them.

With that, you would also be able to increase the number of customers.

  1. Offer value

In other words for your direct mail not to be perceived as junk from the receiver, you need to offer them value.

Your need to stand out from the crowd and the receiver should not feel that you are only selling him/her products that would not provide something valuable in return.

Providing value through mailings is one way of ensuring that a deal would be closed or a purchase would be made.

To start it off, provide them something that would garner their interest.

That way, they would continue on reading your content.

You can do this one by finding ways on how to build a mutual connection with them.

Through this, you have also presented a way in order for you to be able to acquire their trust and build credibility as well.

You can consider creating content providing solutions to their problems.

This should not only be about your company for it should also be about your customers as well and to solve their problems.

  1. Have a follow-up

Surely, you would want your business to be able to save some money somehow.

You might even think about sending prospect or customers just a single direct mail.

However, that should never be the case if you truly want to be ahead of the competition.

It is suggested for you to have sequential or drip mailings.

As much as possible, it should not be less than 3 times in each marketing and advertising campaign that you have.

Unless they have directly called to tell you to stop sending them a direct mail piece, you should always consider them as your prospect customer or buyer.

Also, in order to ensure that your mailings remain effective, you should send them a different direct mailer every time.

However, if you think that you can no longer get business from the customer, then you should also know when to stop.

  1. Create an outstanding headline

In many forms of mailings, the headline is everything.

It is one of the factors that would help the customer decide on whether they should continue on reading the entire content or not.

Also, you need to ensure that your direct mail headline would be considered relevant by the customer.

That way, your efforts in creating the direct mail campaign would not be wasted and you can prevent your direct marketing from being used as scrap paper by the receiver.

Your headline needs to be attention grabbing at the very first second.

If you may have noticed, people have the tendency to read news on tabloids whose headlines seems interesting and up to date or something that people can relate with.

The same goes with your direct mail.

They would only read it once if they find the headline exciting that makes them want to read more.

More than that, you still need to make sure that it still has something to do with the message that you are trying to convey to them.

Therefore, take some time to carefully think of the headline you would be using for your mailings.

  1. Put yourself in the receiver’s shoes

Sometimes, when you focus only on your business and disregard what the customer would perceive from it, it would only result in you wasting your company’s resources.

As you create your Direct Mail content, try to put yourself in the customer’s shoes.

If you would receive such mail, would you want to read it?

Would you be interested in purchasing such products and services with only that mail as a basis?

How would you react to it?

By asking yourself such questions, there is no doubt that you would be able to create more effective content.

You might as well seek help from others, may it be your co-workers or someone else.

Let them read your mail campaign and from there, ask them what they think about it.

Seek for their honest comments and reactions.

That way, you would be able to know what areas in the direct marketing is still lacking and what you can do to improve it.

You might be saying direct marketing can be quite expensive, but the money that you and your business would be spending for it would surely pay off, especially if you have done it right.

Consider the list of the 5 Direct Mail tips for marketing and advertising above.

For sure, you would get the benefit in the end when implemented correctly.


How do you calculate the return on investment for a direct mail campaign?
Download this simple file to calculate your ROI

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