Marketers are increasingly choosing Direct Mail over other forms of marketing because the results of its effectiveness can be quickly and easily measured.  With rising interest in this marketing method, it is important for business to make their mark on the Direct Mailing platform before competitors.

Although its greater upfront costs have deemed it unpopular compared to cheaper forms of marketing (such as email), if executed right, this Direct Mail Marketing has an extremely high ROI.  So Dimensions has used its decades of industry expertise to narrow down what makes a Direct Mail campaign successful in 5 simple steps.

 

  • Targeting
  • Printing
  • Enclosing
  • Dispatch and Delivery
  • Response Handling

 

1. Targeting

 

Data cleansing and gathering

The first thing we encourage our direct mail customers to do is study their mailing list.  An incredible message delivered to the wrong audience is a complete waste of time.

Most Direct Mailing companies will refer you to a list broker.  Opting for an established Marketing Support company, like Dimensions, instead would give you the option of having these mailing list services as part of your direct mail campaign.

With over a decade of experience, our data managers will cleanse your data and add relevant contacts from our extensive database to ensure your mailing reaches the right doorsteps.

 

Content creation

After specifying your target audience and honing your mailing list, you have to concentrate your efforts on creating an effective mailshot.

Good mail should have a clear message and a strong call to action (CTA).

To maximise response levels you can offer recipients a variety of response options to ensure there’s a reply mechanism that suits everyone.  These can include mail, telephone, email, web address and social media handles.

Featuring special incentives such as unique discounts, offers and prizes will also help to increase response levels while making your prospect and customers feel more valued.

While producing meticulous copy, it’s important not to ignore the design of your mailing.  To avoid the appearance of junk mail or spam, make sure the design looks attractive and is as personalised as possible.

 

2. Printing

 

That it’s vital to choose a printer who can give you a fast turnaround without sacrificing the quality of your mailings and vice versa, has become a common secret.  But when it comes to actually printing your mailing items, the technical decision involved can often seem daunting to marketers.

At Dimensions we work hard to ensure your experience is as smooth and insipid as your end customers’.  We will provide you with dedicated mailing account managers who will help you make the right decision in choosing the best quality print for your budget.

With years of experience, your account managers will also be able to offer you valued industry advice and support such as the best colour scheme or paper type for your target audience or how to best personalise you mailing for maximum ROI.

 

3. Enclosing

 

After all your mailing items have been printed, they will be collated and enclosed in the envelopes of your choice.  This is typically an automated process, but if you choose to include complex levels of personalisation it will require some minor manual labour.

 

Letters

Direct Mail delivers your brand and message right on your customer’s doorstep.

4. Dispatch and Delivery

 

During your initial consultation, your mailing account manager will also study their extensive network of carriers and mailers to choose the best delivery rate for your mailing.  For simple mailings, Dimensions tend to use Royal Mail’s unparalleled services.  More complex mailings might require the use of a different, more accommodating carrier.

Once your mailing has been prepared, it is promptly dispatched by the warehouse and will be delivered to your end customer by the chosen postal service.

 

5. Response Handling and Evaluating

 

A mailing campaign does not end when the content reaches its target readers. The actions you take after the mailing are the most important in the entire process.

Even if you don’t get the leads, sales or overall response you were after, evaluation is crucial for a successful campaign.  Anything from tracking and quantifying response rates to calculating the profitability of your campaign can deepen your understanding of your customers.

The most successful businesses view direct mail as a continuous learning process.  Your posthumous data collection and analysis will help you refine your next campaign and make each subsequent mailing more effective and profitable than the one before.

 

How you can achieve a successful Direct Mail campaign

Leveraging techniques like targeting, CTAs and personalisation can turn a simple door-drop into the ultimate marketing tool for your business. But the magic behind delivering successful direct mail campaigns time and time again is to analyse how your customers interact with your brand and products across this marketing method.

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