Direct Mail

How to Follow Up Your Direct Mail Advertising Campaigns

By 22 August 2023April 29th, 2024No Comments
follow up on direct mail advertising

How to Follow Up Your Direct Mail Advertising Campaigns?

Many marketers ask questions like- how effective is direct mail marketing and what makes a successful direct mail campaign. It is not wrong to say that direct mail marketing was once expensive, untrackable, and unorganized. But, not anymore! Now, you can make your direct mail campaigns successful through many ways, like automation, digital color printing, data segmentation, event triggers, etc.

follow up on direct mail advertising

So, if you are still not getting the desired results, chances are you are doing something wrong.

One crucial reason behind unsuccessful campaigns is not following up with your recipients on time. Most companies give up after one or two touchpoints. They also fail to deploy a proper follow-up mechanism. Hence, even the respondents that once showed interest forget about their brand and move on.

A study states that 81% of a company’s sales happen after or on the fifth contact. Thus, it is evident that companies need to push harder and get in touch with their campaign respondents more frequently.

Plus, you can also follow up with the ones who didn’t respond at all after receiving your mailpiece.

If you are having trouble developing a robust follow-up system, you have come to the right place. Keep reading this blog to find out how should you follow up on direct mail advertising campaigns.

Benefits of Following Up After a Direct Mail Campaign

Sometimes, you may get lucky and receive an order immediately after the mail reaches a prospect. But, that doesn’t happen all the time. 

Most of the time, you need to conduct at least two to three direct mail campaigns to get prospects on board. 

But, persuading mail recipients to reply isn’t the only benefit of following up with them. Some more advantages include:

  • Increased brand awareness and visibility. 
  • Improved credibility in the market.
  • Continuous revenue flow.
  • More leads in your sales pipeline. 

The better your follow-up strategies, the more responses you can gather. 

More responses = More sales = Better campaign ROI

Quite simple, right? 

Yet, businesses struggle to follow up at the right time and convince recipients to give them a try. So, here’s a well-thought and effective follow-up plan for you.

How Should You Follow Up Your Direct Mail Campaigns

The trick is to follow up through various marketing channels like email, text, social media, etc.

It is possible that some of your prospects are not active on social media but constantly check their emails. Similarly, some might not check their emails actively but might use social media regularly.

Hence, it is crucial to reach your prospects in every way possible. All you need to do is prioritize and take care to maintain a balance so that you do not cross any boundaries.

Below are different ways in which you can follow up with your direct mail recipients:

Call Every Recipient

If a person looks at your mailpiece and calls you up, you can skip this step for them. You have already reached the phase where a sales representative is in touch with the respondent and taking things further.

But, if you are yet to hear from your recipients via any online channel, it’s time that you pick your telephone to do the needful. A phone call is the first step you should take after the mailpiece reaches the recipient.

However, make sure that you don’t end up calling people before they receive your item. Hence, always track the delivery status of your mail before trying to contact anyone.

Here’s another thing you should do— assign a sales representative to every recipient. This way, every time the recipients call back, they know whom to speak to. Plus, such one-to-one communication can help you gain the trust of your prospects and establish long-term relationships.

Ask your staff to talk to the recipients in an interactive yet polite manner. You can instruct them to say things like: “Hey, I would like to confirm if you received our mailpiece. Also, I was wondering if you are free to talk more about our services.”

Set Up an Email Drip Campaign

Sending a direct mail follow-up email is a great way to connect with your mail recipients after a campaign. Direct mail and email is excellent marketing combination and can increase your campaign effectiveness.

You can set up a drip campaign to send a follow-up email to all recipients soon after they receive your mailpiece. Or you can drop an email only when you are unable to get in touch with someone on call. You can mention that you tried calling them up but couldn’t get a response.

Either way, remember to reinstate your message and call to action in your emails.

Also, try explaining why you want to speak to them. Use an engaging and informative subject line that sums up your message.

Conduct an SMS Blast

You can text all the people who aren’t picking up your call or replying to your email. But, that’s not all. Marketers can conduct an SMS marketing campaign for all their direct mail recipients, irrespective of whether they responded or not.

Sometimes, you may close some deals without speaking to the buyer personally. It is especially true for those customers that prefer texting over talking. Hence, SMS marketing is another effective way to follow up with your prospects.

Retarget Recipients Via Social Media

Social media is an impactful marketing channel, especially when used alongside direct mail marketing. 

After sending out your direct mail items, try reaching out to the recipients through their social media handles. You can drop a direct message to them on platforms like Facebook, Instagram, and Linkedin. 

Find below an example of what you can include in your message:

“Hello XYZ, we see that you received our postcard a week ago. Hope you had the time to go through it. We just wanted to inform you that, in case you have any queries, you can drop them here, and we will be happy to help you. Thank you, have a great day!”

It is an efficient way of retargeting and following up with prospects after every campaign. Even if you don’t get a reply back, the person is likely to check your profile—increasing your online traffic. 

Also, it would jog up their memory of your mailpiece, making them reach out to you in some way. 

Conduct Another Campaign

Another effective way of following up is to conduct a second mailing campaign. 

Try sending out at least three back-to-back mailpieces to get the full attention of your recipients. With a series of mail items on their doorsteps after every few days, the recipients start recognizing and identifying your brand. 

You can conduct such recurring campaigns simultaneously while also calling up recipients. Or start calling and emailing after getting no response after the third letter. 

Remember to connect with your recipients a few days apart. It will give them a break to think about your brand and help you not sound desperate.

Creating a Follow-Up Timeline for Direct Mail Campaigns

Now that you know how to follow up after a direct mail campaign, let’s discuss when.

Once you launch a campaign, note down the estimated arrival times of your mail pieces. Accordingly, you can develop a series of follow-up tasks.

Following up the same day the mail reaches the recipient may not be your best move. Sometimes, the person doesn’t even get the chance to look at your mail the same day. Hence, give them a day or two.

Furthermore, some large companies take two to three days to direct the mailpiece to the intended recipient. So, the first thing you must do is—wait!

Your ideal direct mail follow-up campaign should look like this:

Day 1: Email

Day 3: Phone call

Day 5: Email

A week later: SMS

1.5 weeks later: Linkedin message

Two weeks later: Direct messages via Instagram, Facebook, etc.

Three weeks to one month: Another phone call

You can squeeze in another direct mail campaign that runs parallel with these follow-up activities.

However, remember that you don’t need to mandatorily use every marketing channel we discussed above. Draft a follow-up plan that best suits your direct mail marketing campaign.

There are a few more things to do while conducting a direct mail campaign:

  • Build a relevant mailing list.
  • Optimize your mailpieces in terms of design and content.
  • Track your items through QR codes, pURLs, etc., and make use of these insights to improve your future campaigns.

Over to You

Don’t lose hope if these follow-up tasks are not working for you immediately. The keys to success are consistency, time, and patience.

Also, personalize every follow-up message. You can add the recipient's name to make your message more reliable and attention-worthy.

Following up is an art to get people talking about your brand. Moreover, there is a fine line between following up and getting pushy, try not to cross that! We hope the above follow-up timeline can help you send out your emails and messages at the right time.

If you made it to the end, we are sure you are looking ahead to launch a direct mail marketing campaign for your brand. As we said at the start, you have come to the right place.

PostGrid’s direct mail API can assist you in every step of creating and launching your direct mail campaigns. Our features focus on providing you with the direct mailing experience you can get.

Sign up here to get in touch today!

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