In today's digital age, it's easy for marketing messages to get lost. From overflowing inboxes and constant online ads, it’s growing harder and harder for companies to rise above the competition and grab the attention of customers. That's why many are turning back to the tried and tested strategy of direct mail to connect with their target audience in a tangible and personalised way. In this article, we’ll explore how direct mail works and why it continues to be a valuable tool for marketers.
How Does Direct Mail Work?
- Wednesday 31st May 2023
- 5 mins read
What is Direct Mail Marketing?
Direct mail marketing is a strategy used to target either prospecting or current customers via tangible, marketing materials sent directly to the homes and addresses of the target audience via the postal system. Direct mail can be in the form of letters, postcards, brochures or flyers, to name a few, and has been proven to be an effective tool in driving key marketing objectives such as improved sales, gaining leads, improving brand awareness or the use of a promotional offer.
How Does Direct Mail Work?
There are several steps when it comes to creating a successful direct mail marketing campaign, It is key to have a strong strategy in place with strong objectives before starting.
Audient Targeting
Once the objective of your campaign has been set, the next step is to identify the audience in which you want to be targeting. This could be new or returning customers and businesses can use various data sources, like customer databases, demographic information and purchase history, to segment their target market. By understanding their ideal customers' characteristics and preferences, businesses can tailor their direct mail to resonate with the recipients on a deeper level, which will lead to a more successful direct mail campaign.
Design
Once the target audience has been determined, the next step is designing the direct mail materials. This involves creating visually appealing and attention-grabbing designs that align with the brand identity and clearly communicate a call to action. The type of direct mail a business chooses, such as a flyer or a catalogue, will depend on the message being conveyed and the overall objective. When designing a direct mailer, it's essential to incorporate compelling visuals, persuasive copy and a clear call to action.
Personalisation
Adding personalised elements to a direct mailer have been seen to be highly effective in increasing engagement and strengthening the customer relationship. Customers feel special when they receive personalised materials in the mail, and it usually comes with little extra cost to the business, as long as they have the necessary data. Personalised mail is 35% more likely to drive an actual purchase according to a study conducted by Royal Mail.
Variable data printing (VDP) technology is used to personalise each independent piece of direct mail. Types of personalisation can include the recipient's name, address, or even customised content based on their preferences, past interactions or buying behaviour. When designing a piece of direct mail, a company will need to choose what to personalise and where on the mailer.
Data Management
Once the direct mail piece is designed and ready to print, it’s important to make sure any data being used is accurate, mistake-free and up-to-date, especially if you’re planning on using personalised content within the mailer.
In terms of the data needed for delivery, it’s crucial that recipient names and addresses are correct and that any duplicates or outdated information is deleted to avoid any returned mail and a potential loss on return on investment (ROI).
Printing & Production
Once the data and design are finalised, the materials can be printed and produced. Using a professional printing company ensures high-quality prints that accurately represent the intended design and a consistent finish across all mailers. A direct mail printing company can also offer their expertise in cost-saving methods, as well as give access to premium materials and printing equipment. They will have vast experience in printing direct mail materials and be able to accommodate large volumes at an efficient rate and can often work to fast turnaround times.
Postage & Mailing
A direct mail company will also offer support with postage and the mailing of your direct mail campaign. They will be able to provide postage discounts, particularly for bulk postage and can manage the logistics of the mailing on your behalf, such as the sorting, bundling and preparation needed before delivery.
Tracking & Measurement
In order to understand if your direct mail campaign was a success, it’s important to track its effectiveness and measure performance. Businesses can include unique identifiers, such as personalized URLs, QR codes or promotional codes to monitor response rates, conversions and ROI. This data provides valuable insights into the campaign's success and allows businesses to refine their future direct mail strategies based on measurable results.
Follow-Up
It’s important not to abandon your direct mail campaign once it’s been sent out. Instead, put in place a follow-up plan that nurtures your new leads and drives further engagement. An omnichannel approach can be an effective way to continue to drive engagement, via other marketing channels such as social media, email or telemarketing. By reinforcing the messaging across different touchpoints, businesses can increase the likelihood of conversions and deepen the customer relationship.
Is Direct Mail Effective?
Direct mail can be an extremely effective and impactful way of reaching new and existing customers in a tangible way, that digital efforts cannot. By targeting the right audience, designing engaging materials, incorporating personalisation, leveraging professional printing and production services, managing data effectively and tracking results, businesses can unlock the potential of direct mail to drive meaningful customer interactions, increase brand awareness, and boost their marketing efforts.
Creating Direct Mail With Us
At Direct Mail Print, we are an experienced team ready to help you print and produce high-quality direct mail efficiently and at an affordable price. We have the capabilities to produce simple postcards to more complex multi-content packs and can fully support all your creative needs, whatever your budget. Plus, we can also support you in the postage and delivery of your direct mail campaign, as well as the cleaning and management of your data for a full direct mail management service.
Next Steps
Take a look at our entire range of direct mail materials ready to print, or get in touch if you have something more bespoke that you can’t see online.
You can call us on 01179 341 600 or contact us online here.