They say that imitation is the highest form of flattery, right? If Apple and Google have experienced overwhelming success with direct mail campaigns, why can’t your business? By understanding the strategies used by the most effective direct mail campaigns, your business can create a strategy to generate leads and grow your brand awareness. Keys to a successful direct mail marketing strategy include:
Being selective.
While it’s tempting to blast out direct mailings to as many potential clients as possible, this is an inefficient and expensive way to grow business. Instead, learn from what Apple did for its MacBook Pro direct mailing campaign. During the campaign, Apple sent direct mail pieces to journalists and instead of sending the entire catalog; they only mailed promotional content related to the MacBook Pro. This marketing strategy had a highly targeted consumer and product in mind, which is why it succeeded. This lesson reminds us that no matter how slick the campaign or how compelling the sales copy, targeting the right audience with the right product is the most important consideration.
Geo-targeting.
Burger King and other fast food restaurants have reminded us about the power of geo-targeting. By sending coupons to consumers in specific communities and neighborhoods, Burger King is able to keep promotions in the forefront of consumers’ minds. Geo-targeting also ensures that those receiving the direct mail are within proximity of a nearby location. With advances in variable data printing you can even include a map showing the route from your recipients address to your door.
Targeting existing clients.
Google is known for its direct mail campaigns that target existing clients. For instance, Google targets AdSense users and encourages them to sign up for AdWords. By including existing clients in your direct mail marketing strategy, you’ll be able to improve lead conversion rates by providing relevant products and services to satisfied customers. To keep track of its direct mailing campaigns, Google includes unique ID codes on each advertisement sent to measure success rates and monitor user activity.
Important tip: Make sure to filter existing customers from mailings with offers reserved “for new customers only.”
Compelling headlines.
Similar to email marketing, direct mail relies on catching the attention of recipients. Whether it’s the color of the envelope or the text at the top of a post card, lead conversion from direct mail depends on your audience actually reading the mailing. To dramatically increase response rates, brands must ensure their mailings are opened and that each piece is as personalized as possible.
Scheduling frequency.
Apple, Google, Burger King, and other brands successfully utilizing direct mailing all send promotions on a regular basis. The reality is that lead conversion won’t necessarily occur after the first piece of direct mail is sent. Similar to business blogging, consistently sending direct mail and engaging consumers is critical for success. Remember, you are building awareness.
It’s important to note that mailing frequency is different for every industry and every business. Finding that perfect frequency for your brand will require the help of a professional agency specializing in direct mail. Investing in direct mail is a sure-fire way to distinguish your brand from competitors in today’s digitized world.
