How to Create a Direct Mail Campaign
Direct mail is an effective, cost-efficient strategy to reach prospective customers and build loyalty with existing ones. By providing them with informative and enticing materials, direct mail can be used to suggest products and services that might appeal to them. It also allows businesses to target their desired market and track customer responses.
Here are the steps to create a successful direct mail campaign for your West Palm Beach business:
1. Determine Your Target Audience
Before sending out any direct mail, it’s important to understand who your target audience is and what their characteristics are. Surveys and market research are great ways to develop a detailed profile of this group — such as age, location, gender, job title, and interests — and tailor your message accordingly.
2. Set a Campaign Budget
Outlining a budget will help to ensure you stay within financial parameters while developing a direct mail campaign that attracts customers and creates potential sales opportunities. Calculate how much each individual component will cost, including graphic design, materials, printing, assembly, and shipping, before committing those funds to avoid overspending later on.
3. Get a Mailing List
There are several ways to get a mailing list: buy, rent, or create your own. There are many companies that rent or sell mailing lists that match specific criteria like age or profession. While it’s the fastest way to get started, there are some drawbacks, like having an outdated list that’s no longer accurate or relevant for your purposes.
You can manually compile a list from existing sources, such as trade shows or referrals from satisfied customers. This approach takes more time but has the advantage of being up-to-date and tailored specifically for your business goals and target audience.
Another option to consider is Every Door Direct Mail (EDDM). This service from USPS lets you reach every address on a mailing route or zip code(s) at a discounted postage rate.
4. Select a Direct Mail Format
There are numerous types of direct mail, such as postcards, letters, brochures, or flyers. Postcards (which don’t require an envelope) and letters with enclosures (whereby information like brochures or coupons can be included) are two popular options. Select the format that best meets your needs based on what kind of content you want to be included in the mailing.
5. Find a Reputable Company
When it comes to creating a successful direct mail campaign, choosing the right direct mail company is essential. A reputable direct mail company will have the experience and resources to ensure that your campaign is effective and reaches its intended audience.
The first step in choosing a reputable direct mail provider is researching its reputation. Look for reviews from clients, as well as any awards or accolades they may have.
6. Design Your Mailers
Creating compelling visuals will help draw attention to your direct mail pieces. Think about using graphics or pictures which are eye-catching and clearly communicate your message. Don’t forget that your design needs to work within the mailing requirements you’ll use for postage (size, weight, etc.).
7. Write Persuasive Copy
Your copy should grab people’s attention quickly while also conveying why they should respond now — whether it’s buying a product or signing up for a service offer — by providing value statements or incentives like discounts or special offers that are hard to refuse.
Direct mail should always have a very clear call-to-action included. This lets people know exactly what they need to do if they’re interested in learning more about what’s being advertised (e.g. visiting a website URL, responding by a certain date).
8. Track and Evaluate Results
Make sure you track the results of each direct mail effort at all times so that adjustments can be made if needed. There are many tracking methods available: coupon codes, QR codes, personalized URLs, trackable phone numbers, and response cards.
One of the easiest and most effective direct mail tracking solutions is Destitrack. With our mail tracking and management platform, you can track every piece of mail that Bulldog Marketing commingles for you. Whatever you decide, make sure one of these mechanisms is used for your campaign to measure success rates.
Boost Your Sales with Direct Mail Marketing
Direct mail is a tried and true method for communicating with customers and generating sales. With the right strategy, it can be an effective tool to use in your marketing mix. Start driving more sales with a top-rated West Palm Beach direct mail company, Bulldog Marketing. Contact us now to get more information!