Whether you’ve been using direct mail as a marketing tool for some time or only just started to add it to your marketing mix, from time to time you might feel your campaigns need a little livening up. It’s never wise to keep doing the same thing and expecting different results, so we’ve come up with 5 ways to invigorate your next direct mail project. No matter how great your last campaign was, there’s always room for improvement. So even if you’re enjoying recent mailing success, take some time to think about the ideas below before you finalise your next project. It’s important to test and learn! Get ready to make your direct mail feel refreshed, renewed and rejuvenated.
If you’re not getting the results you’re hoping for from your direct mail efforts, targeting could be just what you need to fire up your response rates. Think carefully about who you send each campaign to and make sure you find the best matches for your content. In house lists usually work best, but a targeted mailing list that has been well-matched against your ideal prospect criteria could also provide great results.
People like personalised direct mail. Baker Goodchild report that 56% of consumers suggest they would be more likely to use a retailer who offered a good personalised experience, and personalised direct mail achieved an average 6.5% response rate vs just 2% for non-personalised mailers. Making your mail piece personal really does work, so make sure this is part of your strategy. If you already personalise certain aspects, why not consider whether you can do more to specifically tailor your mailer to different interests.
You might remember from our article on how to combine direct mail and digital in 2017, an integrated approach can yield better results. Planning direct mail campaigns that are backed up with digital channels like email, search and social media can provide the ideal solution to gaining the fantastic response rates direct mail has to offer whilst maintaining a healthy ROI. Don’t just think about direct mail in isolation; integrate your approach to spice up your results.
Thinking outside the box can propel a direct mail campaign from good to great. Really creative designs, ideas, unusual shapes or items might be enough to make your mailer more memorable than the rest. Creating something unique isn’t an easy task, but it can be the ideal way to give your campaign that extra something that will really boost your results. Take a look at these exceptionally creative direct mail ideas to get your creative juices flowing.