In today’s world, inboxes are overflowing, emails are deleted at the click of a button, and interactions are made within 140 characters. In fact, we’re so eager to declutter our digital lives, 51% of cold emails are deleted within just 2 seconds, and that’s not what you want to happen to your communications. So maybe it’s time to start thinking outside of the digital box, and revert back to one of the oldest marketing methods but often most effective – direct mail.
Before doing so, it is essential to plan ahead and take all of the necessary steps to ensure a successful campaign, so we have compiled our top 7 elements to help generate results.
- Outline your aims
Before doing anything, it is important to outline the aims and objectives of your campaign before selecting your mailing list, simply to ensure the type of communication you’re issuing is relevant to the recipients. Ask yourself what you want to achieve, maybe you want to re-engage old customers, get existing customers to buy a new service, or reach totally new clients. Whatever it is, you will be basing the entire campaign on these objectives and tailoring it towards those recipients, so this is an essential first step.
- A clean, targeted mailing list
Any direct mail campaign has to begin with good data, whether that means cleansing your existing database to ensure it is current and relevant, or purchasing a quality, targeted list of prospects from a registered provider. Unlike an e-communication, you will be spending money to post your mail, so it is essential your data is clean to prevent waste in the form of returned mail.
- Get creative with design
Although there may be less competition in a mailbox than an inbox, it is essential your communication stands out from the crowd. When boring white envelopes pile up that are often expected to be bills, try something different such as a vibrant envelope in your brand colours or adding a quirky sticker with your logo. Of course, your actual communication must be eye catching too, so experiment with interesting fonts, imagery, and colours to grab the recipient’s attention from the offset.
- Clever copy
Design is important, but the actual content of your communication is what is going to hook the reader and ultimately convert sales. A striking headline is key to grabbing attention, particularly as 82% of direct mail is opened, but that’s not to say it it’s actually read so an engaging headline is a must. When it comes to the actual content, keep it succinct and relevant, breaking things up with bullet points, infographics or imagery every so often – readers don’t like to be overwhelmed with a bulk of text, it can be off putting and come across as time consuming to read.
- A clear call to action
Hopefully, by now the recipient of your communication has been wowed by the design and content, so now all that’s left to do is convert that interest into action, so it is of utmost importance that you include a clear call to action. Think about where you want to lead your audience, whether you want to let your website do the talking, or would prefer them to have a friendly chat with your team, make sure it’s as clear and easy as possible for them to get there. Maybe even consider including a free gift or sample as a ‘no brainer’ to respond.
- Follow up is key
We can’t emphasise enough that follow up is key! Sometimes, you can send out the greatest direct mail campaign, but if the recipient is too busy, no matter how much they may need your services they just won’t get around to giving you a call. It is essential that you make life as easy as possible for the recipient, particularly if that will lead to results for your business, so take some time out (approx. 7-10 days after posting) to follow up the communication.
- Analyse and refresh
Finally, just like any form of marketing, direct mail needs to be tracked, analysed and reported on in order to highlight results and discover what worked and what didn’t. This way you can be sure that each time you carry out a direct mail campaign, it will improve from the last.
Of course, the only way any direct mail communication can reach your audience is through postage and that’s where we come in! Many businesses are unaware of how much franking can save as opposed to stamps, not to mention the professional impression a frank mark can give. With over 30 years’ experience in franking machines and office equipment, at FP Mailing Lancashire & Cheshire our aim is to provide excellent products at an affordable price, with the best customer service possible.
If you’re thinking of starting a direct mail campaign, or you already issue a significant volume of mail, franking could be a cost-effective route. For a no obligation quote showing how much money we could save you through our postage solutions, don’t hesitate to give us a call on 01925 820 638.