How to get your direct mail opened by the right prospects.
These is a lot to consider when planning your direct mail campaign, first of all, there is the financial investment, a good direct mail campaign can incur more costs than other forms of marketing. Secondly, investment of time, now whether this is your own time, or you choose to outsource and pay for someone else’s time, you need to make sure you’re not wasting it! And of course, we don’t want to be wasting money either!
Do you know what is a massive waste?
That well thought out, perfectly crafted and carefully constructed piece of direct mail that never gets into the hands of your prospect. Never gets opened. Never gets actioned.
To make your direct mail a roaring success, it’s absolutely vital to make sure that it not only arrives with the right person, but that it gets opened too.
Here’s a few tips on how to give yourself the best chance of that happening:
- Ensure your data is correct.
It might sound simple and glaringly obvious, but you’d be surprised how many people fail to check their data. An incorrect datasheet can cost you in so many ways; design, print, postage and of course time. Not to mention the potential costs in lost orders due to a badly executed campaign.
To prevent this, make sure you start with an up-to-date mailing list, whether this is your own customer database or an acquired list from a source that you can trust. That’s rule one.
(If you’re mailing “cold” i.e. it isn’t your own data, then it’s vital that you understand more about the data you’ve procured before sending to it – are they the right people for your product or service?)
- Make sure your message gets seen
Whilst there is a lot of research to support the ‘fact’ that you’ve got more chance of your prospect absorbing your sales message through direct mail than you do through email, it isn’t a foregone conclusion. So you may wish to considered a CrossMedia/ Multi-Channel Campaign.
People generally sort their mail into three piles: “open right away”, “open at some point” and “throw straight into the bin”, and of course you want your piece to be one that gets opened straight away.
Anything that looks too “salesy” is honestly more likely to end up in the bin, whereas something that looks interesting and a bit out of the ordinary has more chance of being opened sooner than later and hopefully acted upon.
Unfortunately, there is no definite answer we can give you with regards to the appropriate direct mail piece for you and your product/ service, because it depends on your audience. Therefore, there is one big thing you can do to give yourself the best chance of getting your message opened and acted on:
Find out who’s sending the most direct mail to your audience.
They won’t necessarily be selling the same products, services or solutions as you, but if you can find out which companies are spending the most on ‘offline’ marketing to your potential customers, you’ll be in a good position to know what a successful mail piece looks like in that sector.
- Keep your list clean
Again, a somewhat obvious ‘tip’ but it is important to remember that your list will require cleaning on a regular basis, especially if you’re sending a lot of mail out and regularly getting new data to mail to.
Managing your database to ensure that existing customers don’t receive a new customer promotion and that you’re only sending to existing addresses is a sensible thing to do in order to keep your mailing costs as low as possible and give yourself the best chance of getting your mail opened and acted on.
If you’re planning your next, or indeed your first direct mail campaign call CFL to find how we can support you through the whole process.
Or have a quick look at the mailing services we currently provide www.cfl-ltd.co.uk/mailings