Direct Mail Optimization: Marketing Process That Works
Did you know that people still like receiving physical or direct mail despite being clutched by various social media posts, emails, & more, every day?
Yes, that’s true!
While living amidst the digital revolution, we generally forget the importance of non-digital ways of nurturing a business. Around 41% of Americans prefer or like reading direct mails every now and then.
Given the numbers of individuals who are really attracted and swayed by direct mail campaigns, it makes sense for the companies to put efforts in the same. However, to make sure that it continues as a crucial aspect of your direct mail optimization strategy, you need to have a process with all the elements required to make it successful.
Today, we are going to unveil the secrets of Direct Mail Optimization and how to create strategies to make a win-win!
Read on to know more:
Direct Mail Marketing Optimization
So, before diving deep into the details of direct mail optimization, let us first understand the basics of direct mail optimization and marketing. As the name suggests, direct marketing includes physically delivering the marketing aspects such as flyers, brochures, postcards, and mails.
You can think of this as an email marketing process- but in a physical manner!
For instance, when talking about direct mail communications, the USPS (United States Postal Service) helps businesses implement direct mail optimization strategies. Also, just like other types of marketing, the main goal of direct mail marketing is to encourage the customers to use or buy your services.
But, if it is doing the same thing, how is it different? And, how are direct mailers effective?
As per direct mail industry statistics, direct mail campaigns have higher returns on investments than online ad displays and more. Not only this- direct mail is nearly 1% behind various social media for boosting ROI. This makes it as effective as the strategies used for social media campaigns.
Additionally, other benefits of direct mail advertising are that it is graphically pleasing, interactive, provides bigger outreach, and is memorable.
How to Optimize Your Direct Mail Campaigns for Various Industries
Let us now look at the positive effect the direct mail campaign has on various industries. It will also help you to understand the unique role of direct mail marketing in the best ways possible. Here’s what it is known for:
Real Estate brokers are heavily dependent on these campaigns. Direct mail advertising and marketing are very beneficial for them in several ways. This is because they can easily associate their business depending on their desired location.
To add more to this, since their services involve buying and selling the houses, reaching out at the customer’s doorsteps makes sense.
Direct mail Optimization also works well for individuals in the healthcare industry. It provides them with the right path to inform the customers on how result-oriented their services are, and much more.
Direct Mail advertising is the best and logical way to brand a new healthcare procedure or even drug. Also, it helps businesses to target industry-specific marketing efforts by sending direct emails to large audiences of their choice at their convenience.
For example, You can send a customer with diabetes sharing insights in the form of brochures, flyers highlighting your services (such as diet plans, holistic treatment, etc.), or drugs. You can also share creatives that can help them to deal with their condition.
Yes – that’s true! Financial service-based companies are also thriving on the positives that come along with direct mail marketing strategies. Like other industries, direct mailing allows financial service providers to engage and connect with their customers for rapid scaling.
Since not many understand what a financial advisor offers, financial consultancy can use physical mail and campaigning to share the same. It can also involve distributing marketing assets to inform prospects about their services, pricing, discounts, and more.
Moreover, you can also develop institutional authority, personalize the campaign that tends to resonate with your customers, and help you to achieve a better level of trust.
Let’s now look into the other aspects of optimizing direct mailing marketing to fetch better results!
Direct Marketing Optimization: Making the Most of the Innovation
There are several ways to use innovation via direct mail optimization. If implemented correctly, you can make the most of the postal services offers and direct mail marketing strategies. To do so, you have to determine two things, that are:
- Direct mail ad campaigns are the essence of marketing- So, do not leave it somewhere in the darkness.
- It comes with a scope to boost the growth of your company and industry.
To understand the factors and observe them elevating your business, you need to establish a sound strategy for direct mail optimization.
Feeling lost already? Well, don’t fret, we’ve got your back!
Keep the following pointers in mind, and get the best outcomes in no time.
Get To know Your Audience
Remember, the progress of your direct mail ad campaign depends on understanding and categorizing your target audience. Knowing your customer’s preferences, and demands, along with the pain points can help you develop more than just a campaign. Thus, you can create something that your audience can easily relate to!
Start by creating a database with the details of individuals that suit you the best (as per your industry demographic). It is crucial because the more precise and target-oriented your mailing list is, the better results your direct mailing campaign can produce.
Be careful as your target direct mailing list must include the customers you want to target. This is because all the irrelevant records and duplicate entries can negatively affect your campaign.
Therefore, try to eradicate such data beforehand to make your mailing list as productive as possible.
Add Value To Boost Responses
The base of your direct mail optimization strategy relies on how you can value your audience by offering something valuable yet unique. These could be relevant facts and figures, deals, offers, discounts, or anything that gives them a reason to buy your services.
Before sketching out an ad campaign, think about the problems you can solve for your customers, consider their demand, and things that force them to respond. You must remember that this can result differently with different offers or audience segments present in your list. Therefore, understanding the buyer’s journey is a must before moving ahead to the next step.
Use a Practice & Effective Format
So when creating a direct mailing piece, there is a formula that you can use to make it more effective. Follow these simple tips to get the best results for your direct mailing ad campaign:
- Headline Creation: Try to have a creative headline that reflects your business-related goal. After all, we (humans) are known to have an attention span of 8 long seconds! Therefore, create something that grabs their attention right away.
- A Well-written Body: People spend more time reading physical mail than emails or digital copies. So, try to add the relevant information without being carried away. Remember, simple is always the best. Also, connect your brand’s story with various images and graphics. It is because the human brain processes image much faster than words.
- Effective Call To Action: When crafting your CTA (call to action), tell your audience by highlighting what you exactly want them to do. As many will skim your added content, try to repeat the CTA at least 3 to 4 times in a natural manner. Keep the content outline in mind and use the P.S. section if you want to repeat the CTAs.
Add in various ways for the readers to respond. Keep in mind the direct mail communications that include information like the web, social media, email get an increased response rate.
Please note: Adding proper callouts related to special discounts or offers can also increase your response rate.
Personalization to Connect With Your Audience
Automated Direct Mail optimization is more than just the name of your customer. And, personalization is a great way to start with. Your audience loves to see their name printed on the mail piece. It also makes them feel connected with your business. However, there’s a lot more to this. Below are a few personalization ideas you can go for:
- If you limit your mailing piece around your location, try adding a little more (location-wise) to the same. Add- in the address and work timings, geo-location, highlighting user shopping habits, etc.
- If you are using a returned mailing piece, try to save time for the client by adding information like the mailing address. This will further increase the response rate by 30%.
- Direct your audience to a pURL (personalized URL). This is the best way to make your customer feel special while tracking down their activities on the platform. To add a few more enhancements, try adding custom QR codes to provide your users with easy access.
Measure; Test & Analyze
To optimize your direct mail advertising campaign, you need to keep refining and enhance your strategy. You can start with setting up real yet traceable goals before kickstarting your campaign.
Pro-tip: Try setting up relevant KPIs and define what success means to you!
You can do this by tracking down how your audience responded to the Call To Action, discount or offer code, landing page link, local address, or more.
Once done, you can start by measuring and analyzing the key indicators to optimize the performance of your direct mail marketing campaign. This will also help you to assess and differentiate areas that are working well and the ones in need of extra attention.
Keep testing various aspects of your ad campaign by considering A/B testing to analyze design, messaging, CTA, etc. You can also test your marketplace by initiating a test campaign targeting a small segment of the audience. By doing so, you can measure the results before investing in large mailing campaigns.
Always look for at least 6 impressions before your custom settles onto something or connects to your business through direct mail communications. You need to plan to send various mail pieces and use a proper mailing response to get an immediate reply or even feedback. In this case, your audience can:
- Sign up for newsletters or membership plans.
- Call us to get more information.
- Visit your official website.
- Simply place an order or buy your services.
Go Visual- Attract Them With a Touch of Creativity in Direct Mail Letters
Remember, your email and content marketing strategies can get away without having any visuals in them. But, a direct mail advertising strategy can never succeed without having visuals in it.
As no one likes or even desires to read a long or plain letter related to your business. The more practical you are with the idea of adding interactive visuals or graphics, the better your mail ad campaign is.
Now, when almost everyone is busy investing in digital marketing strategies to make a presence online, step ahead and stand out to your customers with a perfect direct mailing marketing and ad campaign.
However, to keep up with this, you should remember that executing a direct marketing strategy is not enough, as it requires more. You have to ensure and implement it in an obvious manner. Also, the only way to do this is to follow the above-mentioned direct mail optimization tips and mix them with your strategy.
If not, then register with us right away and let us manage it for you!
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To learn more about direct mail optimization as well as running a successful ad campaign, go through: