Digital marketing has changed the way that customers and businesses expect to communicate and now more than ever, social media plays a huge role in everything from dealing with issues to remarketing and ad campaigns. However, that doesn’t mean that the old fashioned postal method has become completely irrelevant.
Given that the amount of mail the average person receives has diminished, this gives companies a great way to get customers’ attention by cutting through the noise of social media and landing on their doormat instead. Plus, since we tend to get less mail, we are also more likely to be excited by something arriving that looks a little out of the ordinary.
But, before you start your direct mail marketing campaign, here are a few simple pointers to get your creative juices flowing.
Think Carefully About Your Audience
Though you don’t have to get consent for direct mail marketing, it is still too expensive to send everyone in the UK the same bit of marketing. This is for two reasons: first is the obvious cost of the materials and the second is that not everyone in the UK is worth your marketing time as they may not be interested in your business at all.
Just as you would with any online marketing, you should ensure that you have a list of relevant people to send your marketing to. Then you should make sure that everything you do is relevant to them. Once you have this part of the task ready, you can move on to the rest of your campaign strategy.
Think About the Look
Direct mail is just about sending a letter, right? Wrong. When people get letters now, they expect them to be boring bills, parking tickets or something to do with tax. You aren’t in any of these categories so instead of a plain white envelope with an address, you need to do something much more eye-catching.
Bright colours go with smart ideas and if you can create something eye-catching that your recipient can’t help but open then you are onto a winner. Check out these awesome direct marketing campaigns from 2017 to see what sort of creativity you are up against. The competition is tough!
In the age of social media, short and sweet has never been shorter or sweeter and if you don’t have their attention within a few seconds, that’s your chance and your mail in the bin.
Write Compelling Copy
Now that you have their attention, you will need to write some excellent copy to keep it. This means having a great angle and then leading the reader through to your end result. Telling a story is a great way to do this as people tend to be much more receptive to storytelling than they do one-liners about how great your business is.
As far as you can, use images and shorter sentence to keep their attention too. In the age of social media, short and sweet has never been shorter or sweeter and if you don’t have their attention within a few seconds, that’s your chance and your mail in the bin. Hook them in and your campaign will make a huge difference to your business.