This could include mailing to the wrong audience, failing to engage them, failing to effectively make your case for why your services and products matter, or failing to make an appealing offer, among others.
Here are some ways to revive your direct mail marketing efforts, as this can be an invaluable asset in helping you reach your marketing goals.
Make sure you understand who your audience is before sending out any direct mail pieces. You’ll find yourself wasting time and money if you send postcards to people who aren’t remotely interested.
The best way to do this is to determine your target demographic and go after these individuals specifically.
If your business markets to various demographics, you can even create separate direct mail campaigns using a postcard mailing service that appeal to each of them. This can maximize your reach while making sure you’re only contacting people who might be interested in what you have to offer.
The headline and overall look of the direct mail piece will be the first thing that your recipients pay attention as soon as it arrives in the mail.
Make sure you choose a snappy headline to reel them in, and include some colorful and potentially even personalized designs that really help your mail pieces say to them, “I’m not spam.”
People want to know how your business can help them. Instead of simply promoting all of your features and benefits, explain how your offerings can help solve a specific problem that the recipient is likely experiencing.
Again, this can coincide with specific demographics who each have different problems.
People won’t invest in something if you don’t provide sufficient incentive to do so. A discount or other similar offer can be enticing and show that you care about satisfying the consumer.
People want to know what’s in it for them, and your direct mail campaign should understand this.
Another reason direct mail campaigns often fail is because the CTA is buried deep within the text, toward the bottom of the mail piece or even in the middle sandwiched between everything else.
Make your CTA stand out, and you’ll likely get more responses from people who truly want to see what your company’s about.
Following these basic tips can help you get the most out of your campaigns. You’ll see an increase in ROI and be able to take advantage of a marketing outlet that too many businesses are neglecting in favor of online methods.
You should always test your campaigns and measure all metrics to determine what’s working and what isn’t, which can help you modify your campaigns further and subsequently maximize their effectiveness.