Despite the digital evolution, direct mail marketing still remains one of the most effective means of reaching potential targets or current consumers. While the execution of a direct mail campaign typically takes more preparation, the results it produces in engaging and converting consumers are worth the extra steps.
Preparing for an Effective Direct Mail Campaign
Preparation is typically the key to every successful initiative, and executing a direct mail campaign is no different. Pre-delivery steps need to be taken in order to give your campaign the best chance at reaching and engaging targets.
Who Are You Targeting?
This is always the first step to any direct mail marketing campaign. You need to narrow down as precisely as possible who will be receiving the content. Age and sex are just the beginning. The deeper you dig, the more precise the messaging can be constructed, and the better chance you stand at converting these targets.
Type of Content
Once you’ve identified your targets, you need to decide on the type of content that they will respond to best. Short or long copy? A product sample or pictures? Perhaps it should be different combinations. Either way, this is a crucial step that will take some thought from multiple departments. The more precisely you identify your target, the easier this step should be.
What’s the Purpose of Your Campaign?
This could easily have been step number one because it’s just as crucial to the outcome. If you cannot clearly define what a successful direct mail campaign looks like, you cannot prepare to launch a successful direct mail campaign: it’s that simple.
As a bonus point to preparing for a direct mail campaign, it’s important to understand the cycle of your target—whether they are a long-time customer, newly signed up, or just made their first purchase. All of these play a factor in the type of mail your customers should receive. Be sure you have a proven system of tracking consumer cycles to avoid sending irrelevant messages.
Try and Try Again
One of the advantages of conducting a direct mail campaign is being able to get specific data of what worked and what didn’t. You need to be able to take this data and use it to refine the campaign so the next time you can assume improved results.
Testing variables is a big part of direct mail marketing campaign services, but once you get the right mix of target with messaging, you can expect to enjoy surprisingly high conversions.
Some Technical Details
It’s easy to forget with all the creative steps that go into developing a successful campaign that there are some technical aspects involved as well. Details such as inserting or pre-sorting are all important aspects to delivering mail to the correct destinations with the correct content.
Trusting these details to APS Fulfillment Inc. is a smart choice. We have the technology and the experience to offer direct mail marketing services and remove any concern over whether your campaign will be delivered right. For more information, contact us today or, if you have an idea of the services you require, feel free to request a quote online.
