Strategy checklist for direct mail campaigns
Part 1: Four Advantages to Direct Mail
Direct Mail is useful to all businesses no matter the size or industry. In fact, 60% of consumers in the U.S. are saying that they love checking the mail because it enforces their emotional connection to a specific company. The top four benefits of Direct Mail advertising are visibility, flexibility, measurability and the ability to personalize. Direct Mail can be targeted, eye-catching, interactive and allows you to connect with your client. Whether your Direct Mail campaign is for lead generation, promoting an event, direct sales, or branding, Ritter’s can help.Download our Road Map to Direct Mail Infographics Part 1!
Part 2: Testing and Tracking Direct Mail Campaigns
First and foremost, in tracking the results a specific direct mail campaign be sure to offer different ways for your customer to reach or reply to you. By giving customers incentives like bringing in the mail piece, mentioning the promotion or calling a specific toll-free number it allows your company to easily track the responses through these particular avenues. Other ways to provide customers with a call to action would be to direct them to a specific landing page on your site, incorporating tracking codes on coupons, listing a discount code or even listing an email created specifically for the campaign. You will never know which method your target consumers will prefer to respond so it is best to cover as many bases as possible.
In today’s market, companies must be sure that their sales literature is convincing and effective. Remember to be concise; too much fluff is not good for a direct mail piece. Don’t bury the important information instead highlight the key points of your offer by using different font sizes, italics, bold type or even different color ink in order to draw attention to important information. Engage your readers with a conversational tone and hardworking language like “Free,” “Save,” “New,” or “Exclusive.” Since your trying to connect on an emotional level with your customers avoid listing information and instead explain the information that you are giving so that it is easier for them to connect the dots.
Have you ever wondered which of your incentive offers is more likely to bring business? Try using a split copy test in order to identify which mailer receives the best results. A split copy test is simple, begin by preparing two incentives (A and B) and make sure that the mailers are otherwise identical. Send incentive offer A to every other name on your mailing list and offer B to the remaining lists. Once you have tracked the replies from the two different incentive offers you can clearly recognize which of your incentives performed the best, but don’t let it end there. Continue with your best performing (let’s say option B) and create a new incentive, C, in order to continuously improve upon your existing incentive offers. You may just find that offer C may have better results than B and so on.
The benefits of testing your direct mail are abundant. You can utilize the split copy test to settle any questions you have ranging from which headline to use all the way to which font or font color to utilize. Remember that testing your campaign requires discipline, you may find that your approach is not the most effective so set aside personal preferences and let the market behavior be your guide.Download our Road Map to Direct Mail Infographics Part 2!
Part 3: Strategy Checklist for Direct Mail Campaign Success
Ritter’s Communications is happy to see that you have followed the Road to Direct Mail!
Have you ever wished for a checklist in order to ensure the success of your direct mail campaign? Well, wish granted! Ritter’s Communications has created a Strategy Checklist for Direct Mail Campaign Success.
First thing first, begin at the end! Don’t confuse Direct Mail with general advertising, these two may look similar but are far from that. What is your Direct Mail campaign for? How will you measure success? Asking these questions will help you figure out exactly what it is you Direct Mail Campaign is trying to accomplish.
Have you considered the costs of your endeavor? It is important to determine your budget but remember mailing lists, production costs and mailing/postage costs will also have to be considered. You should have an idea as to what your offer is and who you are targeting but how will you go about tracking the results of a campaign? All Direct Mail pieces should be equipped with a call to action, response mechanisms and tracking mechanisms. It is up to you if A-B testing will be implemented however some sort of tracking is necessary for success.
The format of your mail can greatly affect your response rates, you have to decide if a postcard, letter, flat, or dimensional mail is right for your specific project. Don’t forget: Follow through. Is there special timing for the delivery of your direct mail or do you need to develop a contact of follow-up plan? It may sound like a lot to think about, but our Infographic checklist can be your guide.
There are however certain creative principals that must be recognized.
- Copy trumps art
- Use a conversational tone, "me-to-you"
- Keep it simple
- Be credible and make your offer believable, and finally
- STRESS benefits vs features
And whatever you do don’t forget the three critical elements of direct mail.
Keep in mind, there are several different uses for Direct Mail.
- Lead Generation
- Product or services launch
- Special promotions
- Event invite
- Registration or follow up
- Generate website traffic
- Generate in-store traffic
- Generate online orders
- Grand opening
- Loyalty programs
- Awareness campaigns
- Membership recruitment
- and Membership retention