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Direct Mail Still Growing Despite Digital Marketing Platforms
Some marketers may wonder how it is even possible, how a platform described as slow and outdated continues to gain results year after year. But that’s exactly what direct mail has done, and each year, it continues to bring marketers measurable results on par and above more talked-about mediums.
The fact that 2013 saw $45.0 billion spent on direct mail, which was more than what was spent in 2012, is an indication that more companies are recognizing that a lot of benefits still come from launching direct mail campaigns. But campaigns have to be done right, and this means a few must-dos in order to see the desired results.
Know Your Target Market
It doesn’t matter how colorful or how bland, how long or short the copy is, or how powerful the imagery; if you don’t know your targets, your direct mail campaign won’t work. It’s that simple. Before anything, you have to first focus in on your target demographic as precisely as possible and then create a campaign based on their expectations. What you believe is relevant isn’t important; rather, it’s all about identifying your consumer’s interest and giving them what they need.
What’s in It for Them?
Keeping the focus on your current or potential consumers, the question must always be asked, “Why should they respond?” Every consumer wants to know what they get out of using your product or service, and it’s your job to let them know in as clear a language as possible. That means your call to action needs to be strong, appropriate, and enticing enough for your consumers to care and subsequently take the next step.
Get to the Point
Even older consumers who are theoretically more open to reading longer copy value brevity. You need to be precise and not have your copy filled with too much jargon and blatant buzzwords. This doesn’t mean telling the story behind your product is a bad thing if the situation warrants, it just means that consumers will always be reading with the thought in mind of how your copy will relate to their needs in some way. The sooner you show them that, the better.
Working with a company like Macromark helps expel some of these concerns. Macromark has been brokering lists and executing direct mail campaigns for well over 20 years. We understand the importance of precise targets and how to design and deliver mail to reflect those targets’ needs. Visit the Macromark web site to learn how we can help make your next direct mail marketing campaign a success.
Source: “Forget the Hype: Direct Mail Is Not Dead,” Business 2 Community web site, February 12, 2015;http://www.business2community.com/marketing/forget-hype-direct-mail-dead-01154734.
David Klein
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