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As users' email inboxes become overloaded, now may be the time to consider adding Printing and mailing services to a company's advertising strategy. Direct mail is a highly targeted and effective way to spread a message, as shown by statistics. According to the Direct Mail Association, in 2015, direct mail campaigns had a 3.7% response rate. Below are several tips to give a company's next mailing campaign what it needs to reach its target.
Start With a Firm Foundation
Regardless of the amount of money, effort, and time put into materials development, a direct mailing effort is only as good as its list. The response rate cited earlier was attained via house lists; campaigns based on rented lists have a response rate closer to 1%. By composing a list of current leads, past customers, and future buyers, advertisers can get the best value for their money.
Go All In
With direct mail and other Branded promotional products, size matters. While it's possible to get good results from an average postcard, standout mailers have a better chance of success. Use colors and graphics to draw the viewer's attention, and remember that promotional items such as pens and keychains can fit a variety of marketing messages.
Use the Proper Voice
While marketing copy lists a product's benefits, it may not be right for some audiences. For instance, a B2B campaign dealing with mechanical or technical products should place equal emphasis on the product's features. A trendy or high-end product may use aspirational ad copy that helps buyers see themselves living a better life with the product.
Sell Offers Rather Than Products
Regardless of how well crafted a mailer is, it needs more than one touch point with consumers. Include compelling, relevant offers, and sell those instead. An offer can take a variety of forms, such as a consultation, product sample, catalog, or free consultation. The idea is to engage consumers so they learn about the product and the brand.
Marketers should remember these tips when building and nurturing a list. When it's time to start another campaign, these tips can help marketers choose the right ad format and the best offer for the intended audience.
This project was last updated 1 month ago