Client Services and Operations Director
Posted on July 3, 2017
For the last 3 years or so I have been reading articles about direct mail (DM) having made a comeback. To be honest, it never went away, just email became a more instant and measurable way of communicating with clients and prospects.
But with that came the downside, the same one direct mail had; people learn quickly to sort the wheat from the chaff and just delete it.
Aside from the regulatory communications that go out in letter form, in my opinion, direct mail isn’t used often enough these days. When was the last time you received something through the post at work, a few days ago, last week? When was the last time you deleted an email without even reading it as you knew from the subject line it was junk? Probably only a few minutes ago.
Direct mail presents a huge marketing opportunity. Furthermore, how do you get a prospect to open it and how can you make it measurable? This is where a clear DM strategy comes into play.
1. Creating your Direct Mail lists
DM isn’t cheap, so make sure you use it to support a wider marketing strategy and use it to engage with your top percentile of prospects or clients. Not just a batch blast to a bought in database. Mix it up with email communications, with great relevant content for your target audience.
2. Know your audience
Don’t send the same message to everyone, the more insight you have from your CRM on the individual can help you to deliver a truly personalised and engaging communication piece, read our recent article about creating your audience persona’s here.
So for example, if you’re targeting C-Suite prospects, do you know the industry they work in and can you share some additional industry specific content or information with them. If, they are a CFO of a fashion brand, send them a relevant case study about the work your company has done for another fashion brand. Or, focus the messaging around a particular pain point they may experience working in that industry.
3. Create some engaging concepts
Don’t just send out your services brochure. Send them something truly engaging and interesting that supports your company’s brand – but on top of this make sure it is suitable for the post. By that I mean it is cheaper to send an A5 brochure than an A4 one. Just make sure it adheres to Royal Mail postage guidelines and that your designer is aware of them. So you can send something exceptional in the most cost efficient way.
4. Deliver one clear message and call to action
As tempting as it is to throw the kitchen sink in, even if there is some white space left in the design. Always make sure your DM piece has one clear message. If you follow steps 1 and 2 this will be easy. And most importantly, one clear call to action. If your aim is to get meetings, then give them a clear instruction on how to do this. Don’t litter the piece with URLs for other campaigns and irrelevant telephone numbers if they don’t meet your objective.
5. Make it measurable
And no I don’t mean send everything recorded delivery. Follow the steps in point 4 to create a compelling CTA and drive your prospects through to a campaign page created just for the DM. That way you can measure who has come through from the DM. On this page you should be asking them to make an appointment. Get in touch or download some premium content (so they share their details with you). This way you’ll know who it worked for and who it didn’t.
I hope if you follow these 5 steps you’ll see an increase in engagement in your direct mail campaigns, let me know how you get on at firstname.lastname@example.org. Good luck!