Have you heard the phrase “Work smarter, not harder”? Change the word “Work” to “Mail” and you’ll have the best overall strategy for direct mail marketing.
Here are four ways to make sure you are mailing smarter, not harder
1) Personalize, personalize, personalize
The benefits of personalizing mail pieces have been known for quite some time now. Hopefully, you are gathering pertinent data on your customers and capitalizing on the information you’ve learned. Smart personalization goes beyond name and address; think in terms of age bracket, income level, and interests. The more you know about your customers, the better you can tailor marketing campaigns to each individual or market segment.
Some people worry that too much personalization is intrusive. It’s hard to argue with statistics, however. According to MarketingCharts.com, 86 percent of consumers polled said that personalization influenced purchases.
Melissa Data, a company that provides address data for companies, says that highly personalized color print campaigns can receive response rates as high as 6.5 percent compared to 2 percent for non-personalized direct mail pieces.
2) Use your brand to tell a story
Knowing your customers allows you to appeal to them on several levels, especially emotionally. Use stories in your brand to make you stand out from your competitors and make your advertising memorable.
Buyers are looking for relationships and brand stories foster these connections. A brand story appeals to the humanity in each of us and serves to link people together.
3) Don’t overlook digital marketing
Savvy marketers will integrate digital forms of communication in their print and direct mail efforts rather than trying to replace one form of marketing with another. Always include your website address, and consider using individualized landing pages to monitor interest and track results.
Social media is another great way to spark interaction and keep your customers engaged. Ask your buyers for their stories and you may find great advocates for your brand.
4) Keep female consumers in the forefront
A 2012 study by Epsilon, a marketing company, showed that of the two sexes, women are more likely to trust direct mail—whether addressed or unaddressed—when gathering information.
Statistics also show that women have become the primary decision-makers for most household purchases, from healthcare to groceries to automobiles. In fact, women are responsible for 85 percent of household purchases, yet a staggering 91 percent of women feel that marketers don’t understand them.
To summarize, postage price increases means direct mail marketers need to mail smarter than ever. Using mail techniques targeted specifically to the buyer’s heart, mind, and wallet is the best way to see a return on investment.