When attempting to draw in new customers or clients through direct mail marketing, it’s important to have an understanding of how to get the best results. Not every direct mail marketing campaign is going to be successful. However, if you are willing to pay attention to details, even direct mailings that fail can be helpful in understanding what to do different next time.
Here are a few approaches that will help you get the best results from your next round of direct mail marketing:
Examine Your List
To start with, it’s very important that you take a good look at the list you will be using for your next direct mail campaign. Your list is probably the most important part of being successful with direct mail marketing. Even a sharp design and clever copy won’t help if your list isn’t up to snuff.
Keep in mind that direct response lists will yield much stronger results than compiled lists with information from directories, phone books, magazine subscriptions, etc. A direct response list is full of people who have actually bought or responded to direct marketing in the past.
Consider Your Database
Most databases are going to look different from one another. For example, a database for a local Chinese restaurant will look completely different from one of a national online sales company. Not only will they differ in size, but also what kind of information is collected. You need to consider what information is most pertinent to your business that will allow you to carry on a meaningful dialog with your customers, whether it’s online, over the phone, or in person.
Be Informative, But Brief
The content of your direct mail marketing piece will definitely impact its results. Some businesses get over-zealous with the idea of trying to present everything their company offers all in one overloaded direct mailer. Too much information is a turn off and will simply confuse your prospect or annoy them.
On the other hand, you don’t want to leave your prospect hanging. If there is no clear message or call to action, a prospective customer may lose interest. A happy medium would be to provide a brief overview of a specific service or item you want your prospect to buy and then give them a clear next step so they know exactly what to do.
Trial and Error
When it comes to direct mail marketing, remember that much of it involves testing and trial and error. Part of marketing is learning what doesn’t work as much as what does. Don’t give up if one direct mailer fails. Keep moving forward and you’ll soon find what does work.
For more insight into direct mail marketing success or for help with the design and printing of your next mailer, call Printing Solutions at 480-596-6300.