In our last two blog posts, we’ve explained why direct mail advertising is so effective, as well as how you can personalize your mailing to increase response rates. In this post, we’ll cover some tips on how to get the maximum response from your direct mail campaign.
Who is Your Target Audience?
It starts with understanding both your goals and your audience. Not only do you need to design your mail piece in a way that gets your customer’s attention, you also need to design the campaign itself so that you target the right customer (or prospect) at the right time, with the right message.
Before you engage a designer or call your print sales rep, make sure you know what you want to achieve with your campaign. Are you targeting existing customers, or do you want to attract new customers to your store? Do you have specific products you want to move, a new product or service to introduce, or is your goal to increase sales generally? Perhaps your goal is brand awareness, to introduce your business or let people know you’ve opened a new location.
Keep Your Message Short and Sweet
Once you’ve decided what the goal of your campaign is, both the visual design of your mail piece, as well as the messaging, must be created with both your goal and your target audience in mind.
It’s not necessary – nor is it a good idea – to try to cram a bunch of details about your business onto a 6×9 postcard. The most important purpose of your mail piece is to get the customer’s attention. You can do this by using a bold and interesting headline and/or highlighting any discounts you’re offering. For maximum response, personalize the ad with the customer’s name (and/or other specific information) and an image the customer can relate to.
If your mailing is text-heavy, in a small or hard-to-read font, and includes an image that does not relate to the customer, it’s likely your postcard will just end up in a landfill without being read. Instead, include a short relevant message that entices them to visit your store or your website. Consider using a QR code so recipients can easily scan it with their smartphone. In addition to making it convenient for your customers to visit your website, the QR code can also be used to track the effectiveness of your campaign.
When It Comes to Printing, Quality Matters
After you’ve taken the time to consider who your audience is, the goal of your campaign, developed relevant messaging, and designed a great mail piece, don’t skimp on the printing. As with most things, you get what you pay for when it comes to choosing a printer for your direct mail postcard. Out-of-register or inconsistent colors can cause your great design to look sloppy, which in turn reflects poorly on your business. When choosing a printer for your project, remember that your mail piece represents your company and is an indication to the customer of your credibility and trustworthiness.