Some people say that direct mail marketing is a “dead tactic” with the advancement of technology today. The truth is, direct mail is far from dead. In fact, it’s more alive than ever.
Unlike unwanted email marketing materials, people can tolerate junk mail in their mailbox. People have a negative, visceral reaction to getting unsolicited e-mail, but they tend to think of receiving unsolicited postal mail as part of being a homeowner.
Depending on what you’re offering the potential customer, you may get a better response with traditional direct mail than you would with e-mail marketing. This is one reason why direct mail can still be an effective lead-generation tool. It can still work well in many different situations.
In creating a direct mail campaign, consider the tips below:
Define your target audience
Identify the specific demographic information regarding your target market, before you contact a list owner about buying or renting a mailing list.
What products or services are you offering?
A direct mail campaign is very effective for products or services where target customers need to take some time to think about whether or not to take a certain offer.
Creativity is an asset.
Direct mail is a lead generation strategy that can benefit from creativity. How much creativity you need depends on what you’re marketing and how you want it delivered to your target market.
Be elaborate but leave space for questions.
Be as descriptive as possible, but leave some exciting information hanging. This will persuade your target audience to give you a call for additional information, which can be an opportunity to persuade.
You don’t need to spend a lot of money and construct an elaborate direct mailing piece to have a successful campaign. You can make creativity work to your advantage even if you’re on a tight budget.
The trick is to create a document that is compelling enough to prompt your potential customer to consider buying.
Uniqueness is the Key.
There’s a phenomenon among marketers called the “Indirect Marketing Theory” which states that marketers often flock to the most popular tactics of the day. When this happens, you can sometimes give yourself an edge by switching to less popular tactics where you’ll have less competition. So if all your competitors are using e-mail marketing, you might try using direct mail as a way to get more attention from your customers.
To learn more about direct mail marketing, you can check out this article.