Doing an Advertising Mailer? Here is What You Need to Know
Direct Mail Marketing. Remember the days when you get flyers for a special promotion only to discover that some people actually buy your product? Well gone are those days now that the electric age is upon us, the internet has made things more feasible with online media, social media, and even e-mail marketing campaigns. But don’t let that get you down, because direct mail marketing isn’t dead yet! In this guide we’re going to give you some valuable Do’s and Don’ts when it comes to using a regular snail mail marketing campaign.
Do: Follow Simple Marketing Strategies
People often see direct mail postcards and junk them still to this day. However, there really isn’t a difference in direct mail marketing, just like there is with e-mail marketing. You need to know that most of your success is based on how good your mailing list may be, the other forty percent might be how engaging you can be to entice the customers with your offer, and the last is the rest of the story (the actual graphic design, style, etc.).
Partner this with the same knowledge as you would with online marketing to know who your audience is going to be, and you can actually have a powerhouse direct-mail campaign that is just as beneficial when sent to the right people.
Do: Give People a Reason to Go With You
Advertising is still important. Remember that your call to action is an extremely important part of your snail mail campaign just like it would be online. There are amazing tools you can use to entice people to follow up with your mail and not send it to the trash can. But you definitely don’t want to use regular mail marketing as a promotional tool to say “Hey, we’re in your area!”, as this raises red flags, and you will get a first impression that you are just a junk mailer.
Common Mistakes to Avoid: The Big No No’s.
One common big don’t is to forget proofreading and making sure that your mail pieces are perfect. You want to make sure that it is completely professional, and that even the smallest mistake, whether it be a formatting mistake, crappy double-printed letters due to printing errors, or even a little typo of a simple word, can break your campaign altogether.
Don’t: Forget that Your Customers are People
People need feedback – it makes them feel important. With that said, don’t forget to respond appropriately by constantly sending certain people on your lists extra special discounts (like those who you are trying to win back), and even smaller discounts that keep people coming to you. And as always, don’t forget to use the internet.
Conclusion: Why the Internet?
Even if you’re going to have a mailing campaign, you can use coupons that people can bring in, or add a coupon code in synchronization so they can order online and still receive the same discount. Like we said, direct mail marketing isn’t dead, but it’s not as big of a platform as it was 30 years ago.