How to Implement a Direct Mail Campaign
There are many benefits to running a direct mail campaign. But before you get started, you should know how to implement it correctly. Here are some things to consider:
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Primary application of
A primary application of direct mail is reaching consumers with traditional goods and services. Direct mail dates back to the early days of the printing press, when seed catalogs were sent to American colonists before the Revolutionary War. Since then, the method has been used to solicit donations for nonprofit groups and offer financial services. In today’s age of mass marketing, direct mail is still a viable method of reaching consumers. However, the effectiveness of direct mail is now questioned by many users.
The response rate of direct mail is higher than that of email marketing, with direct mail reaching 90% of potential customers. Catalogs and individualized postcards are both effective in achieving conversions. While email marketing is effective for follow-ups on abandoned shopping carts, direct mail postcards can be an effective way to entice lapsed users to purchase products or services. With a little thought, a direct mail postcard could be an effective way to entice these consumers to return to your website.
Characteristics of successful direct mail campaigns
A successful direct mail campaign contains the following characteristics: active verbs, clear call to action, and attractive design. These characteristics will motivate your audience to act on your offer. Today, consumers are bombarded with marketing messages. While it can be difficult to stand out from the clutter, the best direct mail campaigns have engaging designs and clear calls to action. Consumers’ first impression of your piece is the envelope, and it’s therefore critical that your direct mail piece attracts their attention and entices them to act on your message.
Personalization: By personalizing your direct mailer, you can increase the response rate and raise your company’s profile. In addition to boosting response, personalization can also help you increase brand recall. While it may not seem like it, personalization has been proven to boost a direct mailer’s ROI. Compared to display ads, direct mail produces a 29% higher ROI. This ROI is impressive for a direct mail campaign.
Cost of implementing
Depending on the size of your company, implementing a direct mail campaign can have a high ROI. Cost per thousand is commonly used to compare direct mail costs to other media. While direct mail is expensive, the ROI it produces is significantly higher than digital marketing. However, the cost of implementing a direct mail campaign is not straightforward. Below are some tips to help you budget for a direct mail campaign. Here is a breakdown of the costs to consider.
Copywriting: The copywriting cost is often the largest component of your direct mail campaign. Depending on the number of words and the expertise of the copywriter, this service may cost you between $100 and $2,000 per mailing. Alternatively, you may choose to hire an in-house copywriter, who will create the copy at no additional cost. Copywriting is one of the most important aspects of your direct mail campaign, so it’s important to get it right.
Challenges of implementing
One of the most common challenges when implementing a direct mail campaign is ensuring that the database contains up-to-date and accurate data. Companies should check their customer database regularly and update any invalid entries. There are also a number of ways to segment an audience. In addition to ensuring that all data is up-to-date, segmenting the audience will allow a company to better target prospects based on age, gender, income, and other criteria.
One of the biggest challenges in implementing a direct mail campaign is the lack of personalization. Although it used to be considered a luxury, today, personalization is a vital part of customer experience. However, if your company uses legacy direct mail workflow, personalization is not always an easy task. Luckily, there are a number of options for implementing personalized direct mail campaigns.