We all recognize that companies no longer rely solely on direct mail and print to try to reach their customers and prospects. But as long as it remains an effective channel, businesses will use it.
Here are three ways that you can use effective direct mail efforts for your business:
Personalization and Segmentation: Data was meant to do more than simply be imported and exported. Find creative ways to segment lists by the criteria that you may have. Then, tailor the message, content, and/or graphics to appeal specifically to each group.
Complement the Effort with Other Channels: How many touches does it take to make a sale? If there really is a magic number, the bottom line is this: the answer is not typically 1! Rather, it may take multiple efforts through multiple channels to truly make an impression on a prospect. Use channels such as email, social media, and mobile marketing in addition to the direct mail piece to truly deliver an integrated, cross-channel campaign.
Test Multiple Designs & Offers: Testing multiple offers does not indicate that you are not sure of what you’re doing. Rather, it proves that you are truly supporting your marketing efforts and that you’re determined to ensure that your marketing & educational campaigns are the best they can be. Try testing multiple mailers with different wording and graphics. Then, present the reports to your team to show them what’s working the best.
If you need help with your campaigns, let us know!
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