Five Tips to Achieve Measurable Results From Direct Mail Marketing Campaigns

Direct mail marketing is a great way to get new business leads. It also provides a good return on investment. Online campaigns get a lot more attention, but direct mail marketing has not been affected by technological advancements. The opportunities are even greater. We have listed 5 methods to create leads with direct marketing campaigns.

1. Add a link to your website

Although traditional print advertising may still be used, it doesn’t mean that you cannot integrate this in your online marketing campaigns. You should not only include a link to your website within your direct mail piece but also offer an incentive, such as a coupon that is placed on a page the URL links to. You can also add a sign-up page for your email list to receive future company news, coupons and discounts.

Modern consumers are more likely than ever to search online for your company. You can duplicate any print advertising to reach a new audience.

2. Enhance the presentation

Email marketing is limited to one sentence per subject. It’s possible for your headline to be misinterpreted as spam, which could result in it not being read. Print advertisements can include eye-catching logos and pictures or your company colors. This makes the piece more visible in one glance. Your ad is less likely to be thrown away if you have compelling graphics and a clear message.

To highlight the areas of your graphics or copy, you can use different font sizes and styles in your advertisement. You could offer small promotional items that are useful depending on the packaging and the piece. This could include sticky notes, pens and letter openers or anything else the recipient may use to help them think about your product.

3. Make the content personal to the consumer

Spend some time getting to know your customer and customize your message with information and offers that appeal to them. Your content should address their concerns, needs, and desires. You can also segment your recipients to send different pieces (with modified content) depending on which segment you are. Include a compelling and compelling call-to-action along with an easy way for people to contact you or get more information.

4. Collaborate with other companies

Take into account product placements in TV and movies. Product suppliers pay for the chance to be a “star” on a TV series. This is not only for greater visibility but also to gain direct access to the audience, who already use similar products and have a high level of loyalty to the show.

From the release of a film (and subsequent merchandise), to the box of brownie mix that features a certain brand of chocolate syrup from another company, partnerships between companies are everywhere.

This is possible for small businesses as well. You can get a discount or coupon for a partner company that purchases the product or service. This company then provides the same or similar service to the primary company. Both companies benefit from this promotion, as well as saving money on advertising.

5. Get in touch with your other marketing campaigns

Combining direct mail marketing with other channels like email marketing or social media allows for more “touches” as well as a wider audience. You will find coupons in the mailers that you get. These offers are advertised by many companies via email and social media to increase interest. Prospective customers may discard the coupon paper, but they might notice an email from the business and decide to take action.

You can also use personalized URLs (PURLs), on your direct mail pieces. The printed piece contains a link to a webpage and/or QR code that is customized for the recipient. This page displays a personalized greeting and other information that is tailored to the recipient’s needs.

Cross-media marketing campaigns should be consistent across channels. This means that all claims and offers about your business must be the same everywhere.

Email marketing and online marketing both have their advantages, but direct mail marketing has not disappeared. It’s still a great way to reach large client bases and to draw attention to your products or services. These tips will help you make direct mail marketing more effective.