Success Is In the (Mail) Bag
Online social marketing gurus and Web 2.0 advocates might have you believe that
direct mail is dead, but don’t let them fool you. Because the volume of postal
mail has decreased, direct mail now has the chance to make an even bigger
impact. In fact, the U.S. Postal Service predicts that mail volume will likely
drop to 180 billion pieces by the end of September 2009, down from 212 billion
pieces in 2007. That means there are 15 percent fewer pieces of mail competing
for your target audience’s attention. With proper planning, a qualified list, a
compelling offer and eye-catching design, direct mail can help you get your
brand noticed.
Planning Makes Perfect
Any marketing effort requires an investment of time and money, but direct mail
should be thought through with special care. After all, it’s a brand expression
that has the potential to stick around for awhile. Make sure it’s communicating
the right message.
Make It Personal
Who is your audience? Can you segment a mailing into different audiences and
create a unique, targeted message for each? Can you use
variable printing to further focus your message with personalization?
What about personalized URLs? The more targeted message, the better the
response. In fact, personalization can improve response by 50 percent.
Make It Memorable
Unlike e-mail, radio, television and newspaper advertising, direct mail pieces
have the potential to stimulate all five senses, creating a stronger connection
with customers. Innovative packaging will set you apart from the barrage of
mail that your customers receive. While postal regulations do enforce some
limitations, there are a variety of options beyond letters and catalogs to
consider for your mailer, so let the creative juices flow!
Believing that product samples were an underused sales tool, Del Monte Foods
wanted to get samples of their
NawSomes! dog treats nto the hands of dog owners. Instead
of simply mailing a flat envelope with free coupons, or even a standard
envelope with actual treat samples, Brady Communications created a
three-dimensional mailing tube designed as a rolled-up newspaper to deliver
product samples and coupons directly to dog lovers.
Presentation Is Key
If you’re selling an expensive product, you better make sure the direct mail
communicates the same type of value. On the other hand, if you’re selling
something at a lower price point, don’t overdo it with fancy papers and inks.
Bigger Is Better
9x12 envelopes almost always out-poll A-10s. And have you ever thrown away a
boxed package you received in the mail before opening it? Didn’t think so.
Include a Time Limit
People no longer ask, “Why do I need it?” They’re deferring purchasing
decisions and, instead, asking, “Why do I need it now?” To urge customers to
action, make sure your offer includes a time limit.
Add Value
What can you provide that is of little or no cost to you, but might mean a lot
to your consumer? If you’re a food manufacturer or grocery store, maybe that
means a free recipe card. If you’re in the tourism industry, maybe that means a
tipping guidelines reference card or a pocket guide to 10 important questions
in the world’s top-five most used languages. Offer something that makes
consumers think, “That was really nice.”
Think Outside the Sale
Maybe your product is a big-ticket item that requires extensive one-on-one
discussion with consumers. Rather than sending direct mail to entice sales,
consider sending direct mail to build your relationship with your customer, to
bring brand loyalty.
Throughout the ‘80s and ‘90s, Saturn built a loyal following by photographing
new owners with their cars and inviting all owners to the annual company picnic
at the plant in Spring Hill, Tenn. And even though parent brand GM is
considering cutting Saturn loose to save during a financial crisis, the
sub-brand remains strong and there are even talks of branching off as an
independent car manufacturer.
Have a Great List
Bad lists can kill even the best direct mail campaign, so make sure your
database is up-to-date and well-qualified.
Test, Test and Test Again
Sometimes even the change of a couple words, a photo, a color or an envelope
can dramatically improve response levels. Make sure to give your direct mail
program a chance by testing it.