Learn how to reach the right people at the right time with direct mail marketing
Creating an effective direct mail campaign can be a daunting task for the novice, or even the seasoned veteran.
The experts at Admail have developed the following how-to guide with the 5 essential elements of an impactful direct mail campaign.
- When – The first thing to determine is the timing of the campaign. Once you have decided when subscribers or potential customers should receive your postcard, you can then develop a schedule for the project as a whole.
Choosing an “in mailbox” date is only one small part of your overall schedule. You’ll need to consider the necessary lead time to gather your mailing list, postcard design and collaboration time, production time, and the number of days required for USPS processing and delivery. For example, if you’ll need a mailing service provider to create your mailing list and design your postcard, then the following generic schedule can give you an approximate idea of the time required to complete a campaign:- Mailing List: 1-3 Business days
- Design: 2-5 Business days
- Printing: 2-5 Business Days
- Mail production: 2-4 Business days
- USPS Delivery: 3-10 Business days. Use this tool to determine the # of days required for your postcard to be delivered.
There can be some overlap between items A-D, reducing the number of days required for project completion. In total, the creation of a direct mail campaign can take between 2-3 weeks from first concept to final delivery to the end user.
- Who – Your target audience is arguably the #1 most important factor in a successful direct mail campaign. Ensuring that you target only those who are most likely to be interested in your product or service is crucial to your campaign’s success. Mailing targeting is available for a wide variety of demographics but is most commonly focused on one, or a combination of the following data points.
- Income
- Home value
- Home ownership
- Age
- Gender
- Geographic location, or distance from your business
- Special interests
Even if you have crafted the perfect marketing message, if it doesn’t reach a consumer who is interested in your product, the response will be limited. Having your own subscriber list that you can maintain and improve over time is also a great solution if it’s a good fit for your products and services.
- Why – Deciding the “Why” behind your direct mail campaign is rarely as simple as “just getting the word out.” There should be a specific purpose to your marketing.
The campaign should be built on a specific aspect of your organization that consumers need to know about. The purpose doesn’t need to be complex. It can be as simple as:
- Promoting a specific product
- Offering a new service
- Seeking donations
- Having a sale
Giving consumers a specific reason to interact with your brand is what will determine whether they will or will not respond. It’s up to you to decide what the reason is.
- What – This is easily the most enjoyable portion of creating your direct mail campaign. It’s your chance to flex your creative muscles and craft the perfect mail piece to communicate your marketing message to the consumer.
What you decide to mail should largely be determined by the first 3 elements of organizing your campaign. Knowing when, who, and why you’ve chosen to market with mail, along with one important X-factor, will determine what the size of a postcard or other mail piece type you choose to utilize.- The X-factor – brand awareness. Is your business an established brand with a large following or a well-known presence in the community? Are you a new business deploying one of your first marketing campaigns?
- Businesses with established brands have more flexibility with their mail pieces because consumers will easily recognize their brand and will more readily interact with their mail, whatever the piece may be.
- Organizations with less brand awareness will need to ensure that their postcard demands the consumer’s attention immediately with an eye-catching design that communicates their main point with no more than a consumer’s passing glance.
From postcards to letters, to folded mailers, magazines, and more, there are dozens of different types of mail pieces available that cater to different marketing purposes. Visit our direct mail page to learn more about the various options available.
- How – You’ve decided what you are going to mail, why you’re doing so, who you are marketing to, and when it’s going to happen all for one singular purpose – to drive consumer interaction with your organization. But how will that interaction take place?
The call to action: Recipients need a clear invitation to interact with your organization. This can be accomplished in several ways:
- Require consumers to bring the postcard into your business to claim the offer.
- Use a QR code to provide easy access to your website.
- Provide a phone number that clearly compels the recipient to call your business.
- Use action-driven language like Call Now, Visit Us, or Learn More.
With a clear call to action that communicates how the recipient can interact with your brand, your chances of boosting your ROI increase exponentially.
A successful direct mail campaign is the perfect blend of art and data. Getting to the right people, at the right time, with the right message should always be at the core of your direct mail marketing strategy.
At Admail we have the tools, knowledge, and expertise in these 5 key elements of a successful direct mail campaign necessary to make your next marketing effort a home run.