Focus on the Message for Direct Mail Success
When launching any direct mail marketing campaign, focus should be placed on the visual aspect of the mailer as well as narrowing your targets to only the most ideal consumers. But even with both of those variables up to standard, the success of a direct mail campaign is still heavily dependent on the content. What is the message being communicated and does it have appeal to the consumer?
- To answer this question, you need to observe three checkpoints when crafting your copy:
- Is your content relatable? Make sure it is relevant to the consumer.
- Is your content valuable? Look at how your content benefits the consumer from a cost and emotional perspective.
- Is your message timely and does it solve a problem the consumer has right now?
Let’s discuss these in more detail.
Relevant and relatable: With the onslaught of messaging consumers receive on a daily basis, they’ve learned to quickly fish out the important from the not-so-important, especially messages that are plain irrelevant from anything going on in their lives. You don’t have much time to show that what you have to offer matters, so the relevance of your copy should be present from the very beginning.
Value: Does the copy your consumers receive save them money in the form of a coupon or some other discount offer? Are you offering something exclusive such as membership to a private club or limited time offer reserved just for each recipient? Either would work, but you need to tap into the emotions of the consumer to push them to take the next step.
Time matters: Consumers want solutions to problems or concerns they are having right now. This goes back to narrowing down your targets to ensure you are sending direct mail pieces only to those who need what you are offering (and need it now!) The future might be bright, but the money is in the present.
Consumers want to know what’s in it for them and you have to give them an answer. You need to convince them why they should visit your website, or make a purchase, or fill out a form and explain how performing that action will benefit them.
A good percentage of this convincing takes place in your call to action (CTA). If your CTA meets all the standards we’ve discussed, along with being clear in its instruction and messaging, then you give your direct mail campaign an opportunity to increase its conversion rate.
As we touched on before, appealing to the emotions of consumers is a big factor to achieving any measure of success in a direct mail campaign. Direct mail is unique in that you have several options for tapping into consumer emotions, with touch, taste, and smell all possible through this medium. But any sensational appeal on its own cannot win over new customers. It takes a cohesive effort from the top all the way down to the delivery of the piece to stir people’s emotions—and words are a big part of what compels consumers to make a purchase.
Staying relevant and relatable, adding value, being timely, and doing all of these in a manner that touches the emotion of the consumer seems like a daunting task. But Macromark can help. We are an experienced direct marketing company with over 20 years of experience and can attest to just how important each of these steps are in determining your success. With direct mail marketing and e-mail marketing as the backbone of our business, Macromark is prepared to help show your company how far it can go.
Contact us today for details on what we can do to help you better reach your target audience.