We know that here at B&B Printing and Direct Communications we are all champions of direct mail and what it can do to bring more customers in your door. We believe that direct mail is too often overlooked and when companies do decide to send mail to leads, their efforts fall to the wayside. Below, we have summarized seven ways in which you can make your next direct mailing campaign a successful one.
- Plan out your mailing campaign. What are you hoping to achieve? Who do you want to connect with? New customers? Current customers? Or customers that you haven’t reached out to recently?
- What are you offering? Make sure that you are clear and compelling to your target audience.
- Is there a next step? How are you going to lead your customer in if you don’t have a call to action? Make sure that the next step is easy.
- Make the communication more of a conversation. You should use easy to understand materials.
- Take advantage of an address quality analysis. This goes well beyond an NCOA (National Change of Address) update. Why spend money mailing to undeliverable addresses?
- Does everyone your customer comes in contact with know about your mailing? If your call to action is only known to your customer, you may have a problem. Calling a store for their special and finding out you have to explain it to the person on the other end of the phone is just bad business.
- Measure your ROI. Take a longer view if you understand the lifetime value of a customer. Your ROI measurement will be different for acquisition vs. retention vs. appreciation.