How Do You Run a Successful Marketing Campaign?
With the new resurgence and interest in direct mail for highly targeted, high-return-on-investment (ROI)-performing marketing campaigns, it’s imperative that marketers follow the fundamental principles of what makes a direct mail program successful to begin with. If you’re wondering why businesses are still using direct mail marketing, and how you can run a successful campaign, keep on reading.
Why Do Businesses Still Use Direct Mail Marketing?
A recent study showed that 70% of Americans find physical mail more personal than e-mail or online advertising. Although the digital world is convenient and quickly accessible, many consumers still enjoy receiving physical information about new retailers or businesses. The tangible aspect of print media goes a long way for consumers and remains to be a successful platform for small and large businesses.
Tips to Run a Successful Campaign
1. Research and Plan
The success of any direct mail program hinges on your message and your audience. You must find out what you need to say, and who you want to say it to. To complete this step, you should consider what the purpose of your campaign is (i.e., brand awareness, locating new customers, promoting a special event, increasing order frequency, etc.) and who it is direct towards (i.e. current customers, new customers). Knowing your target audience is crucial when developing your print media marketing material. You should be aware of what they are looking for, what problems they may have, and what style of design appeals to them. Consider what solutions you can provide for them.
2. Target Your Distribution Areas (Use Mailing Lists)
Targeting comes down to postal codes and postal carrier routes. For your direct mail material to reach every mail box in your target area, you can use quality mailing lists to help you. The more targeted the list is in terms of the target prospect based on their prior purchase activity or history, the better. With more than 70,000 lists on the market, everyone is reachable and segmented in hundreds of different ways. However, with so many lists available, you should ensure you are working with a list broker that knows what they are doing. Typically, your list is responsible for 50% of the success of your direct mail program, and if you have a great mail piece or a bad mail piece, the list can make or break your print media marketing program. Make sure you choose a list that is appropriate and targets your prospective customers.
3. Execute Your Campaign
Make sure that when you’re ready to launch your campaign, it stands out and reflects your brand. Use glossy paper, bright colors, and creative headlines, and make sure your offer and call to action is clear. Your branding should match your theme or identity, so you can improve customer response rates. A good piece of advice for new campaigns is to provide clear value to your prospects. Tell them about your sale or offer them a coupon with a discount to grab their attention and get them to respond to your web site or visit your brick and mortar store.
4. Track and Measure Your Results
Now is the time to measure your results to find out how well your campaign did. How many calls or webs site hits did you generate? How many leads and sales did you receive? Which lists performed well, and which ones didn’t? Which offers appealed more to your audience? Which consumers responded? Collecting data like this can help you identify which lists and offers were successful, so you can improve and send out more.
Dos and Don’ts of Direct Mail Marketing
Here’s what you should do when planning your direct mail marketing campaign:
- Test, measure, and repeat to understand the success of your first mailout. If it was successful, then repeat it, and extend your reach.
- Begin with your existing customers.
- Include a letter along with your card or brochure to increase your chances of getting a response.
- Keep it simple.
- Create a customer profile to better target them with your mailout campaign.
- Offer incentives for your prospects to respond.
- Give them a time limit.
- Make your mailouts more personal.
- Send multiple mailouts each year.
Here’s what you should avoid as you execute your campaign:
- Forget to follow up with prospects who respond to your mailout. Even if all you are doing is thanking them, it is important that they hear back from you.
- Forget to proofread your mailout. Forgetting this could cost you in the long run.
- Mail to everyone you have information for. If you know that certain customers would not be interested in your offer or business, don’t waste your time or money sending them mailouts. Focus on the prospects who are most likely to respond.
Why Get Professional Help?
Google, the leader in search marketing and paid advertisement on the Internet, is one of the biggest users of direct mail in the country for a very good reason: it works for them and it works well. If only Google could get their hands on a list of companies that purchase ad words with Bing, Yahoo!, and other competitive search placement sites—they would fall out of their chairs with the profitability seen from those direct mail campaigns! Believe it or not, there is a high likelihood that you can get the lists of your competitors. Work with a professional on your lists and don’t assume that you can guess which ones will work for you.
A great list broker will work with you as a strategist for your direct mail program and will have keen knowledge of the type of mail piece or the structure of the offer or response mechanism necessary for the product or service you are marketing towards; this can be as equally important to the success of your direct mail campaign as the lists you choose to use.
Macromark has grown to become one of the leaders of the direct mail industry. We help our clients target consumers with precision through our comprehensive list offerings, and work with clients on placing effective ads. If you are looking for a company to help lead your next direct mail marketing campaign, we’re the team you need. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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