- Write An Effective Copy
It is important to write a promotional copy that relates well with your target audience by talking more about the benefit rather than the features of your product or service.
- Have a Great Design
Another essential aspect of direct-mail marketing success is to have a design that stands out from your competitors and reinforces your message so that it can be well understood by potential customers. While it is necessary to follow basic rules of design, try to get creative and hire a graphic designer if necessary, as it helps you to create stunning professional designs that are worth your investment.
- Choose the Right Medium
The type of medium you choose is as important as the message you are trying to get across. It is important to consider whether your audience will respond better to a greeting card, brochure, postcard or a sales letter since different communication mediums invoke different emotions. One of the ways you can make your medium stand out is by using a professional-grade paper and add a touch of gloss to gain long-term brand recognition.
- Be Innovative in What You Show
Avoid using see-and-say visuals or cheesy tag lines as it insults your prospects’ intelligence. Using multiple exclamation points, all caps, or bold with italics do not attract much attention today as they did before as they are considered cliché visual cues of junk mail. Many of the see-and-say graphics may fail to activate and involve the brain of a potential customer, as they are too elementary. A complete story of how your product or service can solve the problems of your potential customers is the key to generating quality leads and sales conversion.
- Personalize your Pieces
Personalization creates a sense of familiarity that enhances the inclination of a consumer to read your direct mail piece. It makes them feel important and creates the desire to read more of what you have to say. There are many options when it comes to personalizing a direct mail piece since you can include their name in the letter portion, address it to a specific customer, or print their name in the art area on the letter or postcard.
- Tell the Truth
Many people are often skeptical these days and are more aware of fake advertisements and empty promises that are only meant to persuade one to make a purchase. Exposing your strengths and weaknesses can create a sense of trust and honesty with a potential client. It allows a consumer to set positive expectations, which can prepare their minds to take a risk on your business. You can always explain how you manage your weaknesses and how you overcome them with your strengths to create a trustworthy message.
- Add Some Value
If you do not include sales or bonuses in your direct-mail marketing options then you are wasting your money since the primary aim of this service is to generate sales conversion. Make your offer unique and give your audience a reason to purchase your products or services. Since you will be adding some value to their lives, you can maximize your return on investment by making the offer time-limited. Have your prospects redeem an offer code or a coupon as it allows you to measure the success of your campaign.
However much your direct mailing may appeal to your audience, it is not worth the efforts if you do not track your results and follow up. It is important to remember all the above tips when starting your campaign to help you stand out from your competition. Not only does it help you gain instant credibility but it also creates long-term brand recognition that ensures the future success of your business.