Direct mail cuts through the clutter and makes an impact in a digital world filled with noise and distraction. After a long day of swiping, clicking and scrolling, customers relish tangible outreach from a brand.
From brochures and postcards to die cut cards and custom packages, the options are endless. Selecting the appropriate format, message and design for your campaign is crucial, and missteps are costly. Here’s a 9-step process to narrow your options and create a direct mail campaign reflecting your brand and marketing goals:
Step 1: Define Your Direct Mail Campaign Goals
To give your campaign a strong foundation for success, start by defining your goals: What do you want your campaign to achieve (e.g. build brand awareness, generate sales, promote a specific product line or service, increase customer loyalty, support a cause, etc.)? What message do you want to communicate? How do you want recipients to respond? And importantly, what performance metrics will be needed for the campaign to be a called successful?
Keep the answers to these questions handy and refer to them often to guide design, format and messaging decisions.
Step 2: Understand Your Target Audience
WHO receives your direct mail is just as important as WHAT they receive. Most businesses use segmentation to define their target audience and ensure a higher response rate
“Segmenting” customers simply means dividing them into sub-groups based on shared characteristics like demographics, location, behavior and lifestyle.
Understanding your customers’ motivations, buying behavior, background and demographics will help you design a relevant, well-timed campaign that appeals to their interests and stage in life. You’ll know exactly whom you’re speaking to; when and how to reach out; and how your product, service or cause impacts them personally.
Step 3: Craft a Compelling Message
It’s not enough to simply list your product’s features; you need to explain how it can solve a problem or improve one’s quality of life. For example, don’t just say your company sells meal kits; explain how they save time and improve nutrition. Keep these tips in mind:
- Use concise, persuasive language.
- Stick to bullet points and/or shorter paragraphs to make your message easy to scan and digest.
- Include a strong Call-To-Action – two to five words max.
- Craft an attention-grabbing headline.
Step 4: Design Eye-Catching Direct Mail Pieces
You only have a few seconds to catch a customer’s attention. To make your design worthy of a recipient’s time, you should:
- Invest in professional graphic design to ensure your piece stands out. Experiment with innovative folds and die-cuts if your budget allows.
- Use high-quality images, colors and typography that mirror your brand.
- Keep the design simple and easy to read.
- Consider using full bleed envelopes for high impact.
Step 5: Choose the Right Mail Format & Materials
Keep your budget and target audience top of mind when evaluating format and mailing options:
- Postcard: Less room for copy; most economical.
- Brochure: More space for messaging; seal protects sensitive information.
- Letter: Ample space to communicate and connect with recipient; envelope protects contents.
- Custom Boxes: Best for targeting well-defined audiences; high impact and open rate.
Step 6: Personalize Your Direct Mail
Address recipients by name and include information or special offers matching their preferences or purchase history, such as a new location in their community. This shows customers you understand them and increases engagement.
Step 7: Don’t Forget About Omnichannel Marketing
Direct mail works best when it’s part of an omnichannel strategy which ensures a seamless, cohesive experience across all platforms, including web, e-mail, brick and mortar and social media. Companies with strong omni-channel strategies retain 89% of their customers, while those with weaker strategies keep just 33%.
Step 8: Test & Optimize
- Make sure ALL points of contact listed on your direct mail piece—including phone numbers, web sites and/or QR codes—link to your campaign in some way. Otherwise, you can’t distinguish between general and campaign-related inquiries or visits.
- Use analytics tools to track website visits, online purchases or phone inquiries generated by your campaign. • Analyze the data and identify areas of improvement.
- Mail an item to yourself to see firsthand how it looks after completing the mailing cycle.
- Always consider testing design or messaging.
Step 9: Measure Direct Mail Campaign Success & ROI
Most businesses use ROI to track and measure a campaign’s performance. ROI compares the money you spend to print, produce and mail a direct mail campaign with the sales or donations it generates. The data provides direction for future marketing strategies and enables you to pinpoint problems.
Create High-Impact Direct Mail with United GMG
United GMG offers everything you need to design and implement a personalized, results-oriented direct mail campaign. We offer targeted mailing lists and creative solutions for any size budget, including many custom options. Ask about our new marketing platform Omni-Bridge 2.0® that seamlessly links print and digital campaign elements for improving response rates by up to 46%!
To get started or learn more, contact your United GMG sales rep or call 312-427-3537.
