#1 – The Details Matter
Most modern marketing campaigns involve multiple channels and it’s hard to be an expert in all of them. You might have a digital wizard on staff that knows nothing of the ins and outs of the USPS.
“One of the important lessons I’ve learned when working with customers in developing their marketing campaigns is how small details can easily get lost in the excitement of bringing an overarching vision to life. And when it comes to the direct mail segment of omnichannel campaigns, understanding what choices you have—regardless of how granular they may seem—can help fine tune your campaign and contribute to its success.” – Cliff Rucker, SVP of sales and customer relations at USPS
If your company does not have a full-time marketing department, then bring in experts. Find out how to best employ direct mail marketing in the digital age. Learn about integrating direct mail and video. Discover why an envelope matters.
#2 – Minimize Cost with Design
One of the greatest perceived drawbacks of direct mail is cost. After all, you can send thousands of emails a day with nothing more than a click of a button. However, what is the cost of lost opportunity?
Consider the number of people reached with direct mail, the response rate, and the costs of design and mailing. At first, it seems that direct mail is more expensive, but when you look at digital communication, you must consider man hours, design, and the cost of lost opportunity.
The reality is that the actual costs involved in reaching a client with direct mail are less than with digital marketing.
ROI Across Channels
| MEDIUM | COST PER LEAD/ORDER |
| DIRECT MAIL (LETTER SIZED) | $51.40 |
| PAY-PER-CLICK | $52.58 |
| $55.24 | |
| PRINT ADVERTISING | $60.50 |
| TELEMARKETING | $190.49 |
SOURCE: DMA, 2019 Response Rate Report.
When using direct mail, remember that simple is good. Postcards are one of the most popular ways to reach people with your message. They are inexpensive both to design and to mail. Integration with your online marketing efforts is easy.
“Remember that abnormally-shaped mail pieces may raise the price of mailing. When developing copy for a direct mail message, determine a mailing size early on to help manage costs. A postcard is an inexpensive and efficient ways to reach customers.” – Cliff Rucker, SVP of sales and customer relations at USPS
Make sure you avoid one of the common pitfalls of direct mail and keep it simple. Put your efforts into reaching the right people and crafting a compelling offer, rather than sending out a large, flashy mailing.
#3 – Make Sure You Target Your Clients
When using direct mail, you definitely need to favor quality over quantity. There may have been a time when blanket mailings garnered results, but today, you have access to very specific information about your clients. A good client database should be segmented based on demographics, interests, where they are in their buying journey and so on. You need to know your buyer personas.
Direct mail companies, like Mail Manager, can help you develop your database and target your audience. They also have designers and writers to help you reach those audiences in the most effective way possible. They know what works best because they have had years to test their results.
Avoid the Pitfalls of Direct Mail
To avoid costly mistakes, keep it simple, target your audience, and consult a professional. Mail Manager handles everything from database management to design, through printing to posting. Partner with them and see a greater return on your marketing dollars. Don’t let the pitfalls of direct mail cost you money.
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