Monday, June 24, 2013

5 Secrets to Enhance Your Direct Mail Campaign

Even in the digital age, direct mail is still alive and well. With email being so easy to send, most of them go unread and ignored. But direct mail continues to have a better ROI, and generally stands out in a way that e-mail marketing can not. But like any form of marketing, direct mail is only as good as the idea behind it. And if you're looking to run your first direct mail campaign, there are certain enhancements that you may not realize are available to you. These small changes can help improve your response rates and ultimately bring in more customers.
  • Include a Branded Gift: A small gift, such as a cell phone cleaner or USB drive is a great way to ingratiate yours company to potential customers. Plus these items can be custom branded to feature your logo and contact info. So even if the recipient doesn't take advantage of this particular deal, they'll have a reminder of your business, and may use it to contact you in the future.

  • Data Variable Printing: You've most likely received a letter with your name or some other piece of personal information printed on it. This process is called Data Variable Printing, and it allows you to print each recipient's information on their specific mailer. Personalization is an excellent way to get a recipient's attention.

  • Personalized URL: A personalized url (or PURL) will display the recipient's name as part of your URL. This PURL will then send that recipient to a custom landing page. So for instance, you could print a URL on your mail piece that looks like this: recipientsname.youwebsite.com.

  • Follow Up with an Email: While direct mail on its own is more profitable than email, when combined you can create an even more successful campaign. Try sending out an email roughly one week after your estimated time of arrival for the mail piece (and make sure to remove those people who did respond). It can be a short and quick email. If anything it should seem as if it's a handwritten note sent just to them. Just ask if they had a chance to check out the offer and if they had any questions about it. Those recipients who might not have given it a second thought may now consider it with a little extra push. If you don't already have their email address, try sending another direct mail piece, or if you have their phone number give them a quick call.

  • Reduce Your Mail List: Got a huge mailing list with everyone and anyone who's ever given you a business card? Great! But are all of them going to be interested in this specific deal you're offering? Probably not. Knowing that, mailing your mail piece to everyone you know is a waste of money. Cutting your list down to those most likely to make a purchase is a great way to save money on your campaign and thus, increase return on investment.
Patrick Coyne is the manager of http://precisionenvelope.com/. Order Custom printed envelopes for your direct mail campaign online and get free shipping with the coupon code FREESHIP.