Spending time on the basic building blocks of a direct mail campaign is crucial to success, especially when it is going to run across borders.
Digital technology has given businesses a range of new channels through which to reach their customers. And yet, through it all, direct mail has retained its status as one of the most effective marketing tools available. In fact, the average response rate for direct mail is 30 times higher than it is for email.
- Test and retest. Before you invest fully in a particular campaign, it can be useful to test different options against small segments of your marketing lists. You’ll need to ensure that you can track test results - for example, by using a specific code for each group of test subjects. When you can clearly see which option produced the best results, then use that as the basis for the rest of the campaign.
- Roll out the campaign to the maximum capacity. You’ll get the most from direct marketing if you reach out to the widest possible audience.
- Integrate with other marketing tools and efforts. If you’re running a direct mail campaign then you can optimise its effectiveness by integrating this with other marketing efforts, such as social media marketing or email marketing, at the same time.
- Make sure you’re ready for responses. It’s important to test out your response model for a direct marketing campaign if you want it to be truly effective – how will the business cope if response rates are high and is your team really ready to handle reaction to the campaign?
- Personalise as much as you can. Even just using the customer’s name can help to boost engagement and improve responses.
- Timing. When you’re running the campaign, you can control the speed at which it accelerates with the size of the mailings that you send out – the larger the mailing, the more likely you may have a sizeable volume of responses. It’s always worth factoring in the need to handle responses when you’re working out the timing of the launch too. The timing of a direct mail campaign can be set to coincide with an event in the business, such as a product launch, but should also be at a time when you can optimise the responses that you get with the resources that you have. Try to avoid sending out a campaign during periods of high postal traffic, such as Christmas.
The more you personalise the content you use, the more engaging it will be.