Entrepreneur.com recently noted, “Today…some of the most innovative and effective advertising is delivered through the mail, and more and more business owners are finding the rewards of direct mail are great if their campaigns are designed with a discerning eye and a realistic strategy in mind.”
Here are 5 smart strategies to create an effective direct mail campaign that gets results:
- Keep it real: You might be tempted to grab your readers’ attention with exaggerated claims and flashy design elements, but that’s generally a mistake. Consumers are much savvier, and a lot less trusting, than they once were. Avoid amazing “absolutely free” offers. The more realistic and believable your offer is, the more likely you’ll gain the trust of your direct mail targets, and get their business.
- Keep it simple: A direct mail piece isn’t the place to give prospective customers a complete history of your business, or a detailed listing of all your products and services. Your piece should have a specific goal and deliver your offer in easy-to-understand language. Include an attractive headline and clearly state your credible offer. Keep the body of your piece concise, typically no more than approximately 4 sentences. Include only essential information—the benefits of the product you’re selling, a clear call to action and simple contact information.
- Keep next steps clear: Decide exactly what you want your prospects to do next. If you want them to call you, make the number stand out and state the action you want them to take. Don’t just list the phone number, rather also instruct them to “Call us at 1-800-XXX-XXXX for more information.”
- Keep it personal: The more personal your message, the more likely it will be to connect with your direct mail recipients. Whether sending a letter or postcard, consider using variable data printing to insert your target’s name directly into your piece, rather than addressing generic “resident.”
- Keep it with Roundhouse: Lean on the direct mail experts at Roundhouse Marketing to achieve your goals for your next direct mail campaign.