How to Run a Direct Mail Campaign?
Before starting a direct mail campaign, it is important to gather all the necessary information. This includes the mailing list, designing the mailing, and testing the market. There are certain dos and Don’ts when it comes to this marketing strategy. Following these guidelines will help you get started.
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Dos and don’ts of a direct mail campaign
Despite its age, direct mail marketing has significant benefits. In an age where companies have access to tons of data, brands can create a campaign based on the data they have about their customers. They can use data from their email lists and their purchase histories to personalize their mailers. Moreover, direct mail has a higher response rate than digital channels, which averages around 2%.
While planning a direct mail campaign, keep in mind the audience, call to action, and overall design. Remember that the main goal of a direct mail campaign is to make people want to call the company or purchase the product. As such, your mailer should be easy to read, contain bold text, and use short, simple sentences. Avoid writing long, detailed copy that doesn’t make a point. In addition, make sure your copy reflects the brand you’re trying to build.
Creating a mailing list
There are several benefits to using a mailing list to promote a product or service. However, it is important to choose the right mailing list based on your campaign goals and the type of customer you want to reach. Fortunately, there are several resources available to help you create a mailing list for your direct mail campaign.
A mailing list is the backbone of a successful direct mail campaign. The more you send direct mail, the more likely it is that people will respond. However, building your list can be difficult at first, but it will become easier with time. Keeping your list current and accurate is key to your success.
Designing your mailing
One of the most important parts of a successful direct mail campaign is the design. It should emphasize your call to action. The right colors can greatly impact the response to your campaign. According to Help Scout, people make assessments within 90 seconds based on color alone. By choosing the right colors, you can make your direct mail campaign more appealing to recipients.
Mailers should be unique and personal. People will be more likely to keep them if they include personalized information. For instance, a postcard with a handwritten note and signature can create a more personal reaction. Adding a stamp to the mailer can also disguise the “bulk mailer” look.
Testing your market
If you want to get the most out of your direct mail campaign, you should test your market first. This will help you discover which aspects resonate with your customers and which ones do not. Direct mail testing also helps you find out how to target your market in the future. Once you have an idea of what your target market is looking for, you can design a campaign around these findings.
Using a built-in list tool can help you test the impact of different elements. You can test different consumer demographics like income level and homeownership, as well as location and business size. In addition, you can deploy test campaigns in just a few minutes.