It’s easy to knock direct mail marketing especially with the conveniences provided by cost-efficient strategies such as social media and SEO. However, what direct mail lacks in flexibility, it nonetheless makes up for arguably the most important metric used to gauge any marketing strategy: results.
According to the 2012 Channel Preference Survey conducted by ExactTarget, 65% of recipients are converted into customers of businesses that sent out those mails, only a percent below e-mails (66%).
Regardless of how old or traditional a marketing strategy may be, it doesn’t presuppose its irrelevance. The fact that direct mail marketing continues to produce leads and sales to your business is a testament to direct mail’s effectiveness, if not timelessness. Therefore, if you want to maximize the promotions of your business to your target market, you may want to seriously consider holding a direct mail marketing campaign.
For marketers and business owners treading through the murky waters of direct mail, below is the five-step diagram that not only covers the basics and intermediate steps for this type of marketing strategy.
Build a mailing list. Collect the physical addresses of the recipients with the help of a sign-up sheet. You can have customers fill out their entry after they make a purchase at your shop. You can also place the sign-up sheet at points of purchase or shop entrance to increase visibility and likelihood that people are going to sign up. If you’re into much into the meticulous process, you can always from a list vendor a list of highly targeted people who will receive your mail.
Formulate marketing message. Message here is not restricted to headlines and ad copy. The appearance and packaging of your mail, consistent branding, colors, layout, and compelling call to action are integral parts that compose a powerful message to the recipients.
Send the mail. Taking time to learn about the requirements for sending out your mail makes the process much more convenient for you. Also, comparing different mailing services, which include printing and sending out your mail, allows you to find the most affordable mailer available that suits your budget.
Track and measure response. Arguably the most neglected aspect of direct mail, the success and failure of your campaigns depends on the data drawn from your tracking efforts. Direct mail is tracked using URL shorteners, 1-800 numbers, and coupons, among others, to gauge the number of people who responded to the campaign. To see how these trackers can be used in action, refer to our post entitled “Using URL Shorteners on Your Flyer Marketing.”
Interpret data and refine marketing strategy. Once you have the figures of your direct mail marketing campaign, you must interpret them according to the different metrics you have set for it. These include response rate, rate of investment, target profit, and gains, to name a few. Based on the results, you can have a much better understanding of your direct mail campaign’s performance and learn which among the things in your campaign that needs tweaking.