The overall success of your direct mail campaign depends on an effective strategy. Proper planning prevents poor performance, so you should take the time to craft a strategy that will maximize your chances of revenue and drive results. We recognize the difficulty in developing an effective direct mail marketing strategy, so we’ve created this guide to simplify things and help eliminate the guesswork.
- Decide When to Include Direct Mail In Your Overall Marketing Strategy
- Set Clear and Reasonable Goals for Your Campaign
- Have a High-Quality Mailing List
- Ready to take our data for a spin?
- Consider Your Target Audience in Your Direct Mail Marketing Strategy
- Timing and Accuracy: Keys to a Successful Direct Mail Marketing Strategy
- Analyze and Measure the Performance of Your Mailers
- Combine Direct Mail with Digital Verticals
Decide When to Include Direct Mail In Your Overall Marketing Strategy
Making the decision to incorporate direct mail with your other marketing initiatives can be tough, particularly when you are invested in multiple verticals. After all, there is a cost associated with direct mail when you take printing and postage into consideration. That is why you must ensure that you are targeting a specific audience, such as new homeowners, when crafting your campaign. Direct mail definitely has a place in your overall marketing strategy, due to the opportunity it provides to reach people with a low online presence, and the multiple statistics that support it (click here for direct mail stats).
Set Clear and Reasonable Goals for Your Campaign
In order to see maximum success in your direct mail marketing strategy, it is important to set SMART goals. These are goals that are Specific, Measurable, Attainable, Relevant, and Time-Based. Having these types of goals in place prior to launching your direct mail campaign will ensure the best possible outcome. Setting a baseline objective will allow you to identify the strengths and weaknesses of your strategy. SMART goals also provide you with the motivation to succeed. Once you have defined what success is, you will inevitably work harder to try and achieve it. Below is a SMART Goal Template that you can use as a point of reference.
Have a High-Quality Mailing List
Even the best marketing campaign fails when it is sent to the wrong people or address. That is when it becomes critically important to have a high-quality mailing list using the right data source. Ensure that your list has strong data hygiene, which involves frequently cleaning, updating, and validating data for accuracy. High quality data will save you time and resources. This is where it can help to source quality driven data from an expert such as KYC Data to be sure that you are sending your mailers to real, interested recipients. KYC Data can give you access to rich data that has been run through a meticulous process to ensure it is as healthy and validated. Click here to learn more
Consider Your Target Audience in Your Direct Mail Marketing Strategy
Within the realm of marketing, it is important that you keep your target audience in mind with everything you do. This concept starts before you have even designed the mailer. You want to carefully consider every component of your content to effectively engage your audience.
Ensure that your mailer includes a visually appealing design that is simple and easy to read. It needs to include important information and a strong call to action. You should consider personalizing your mailings by incorporating names and other relevant information. Think about adding something to the mailer to track the performance of the piece. Utilizing concepts such as “mention this ad and receive 20% off” or “use code Mailer2024 at checkout for a discount” will allow you to properly measure the effectiveness of your campaign.
Timing and Accuracy: Keys to a Successful Direct Mail Marketing Strategy
In order for your direct mail marketing strategy to work, ensure that the mailer is arriving to the recipient at the right place and at the right time. Ideally, you have a well-timed mailer so that you can capture the attention of the recipient when they need it and prompt action. However, if the mailer arrives late then it may not be useful, which would result in it being discarded. Even worse, imagine the frustration to find out the mailer you invested time and resources into went to a non-existent address. That is why it is important to select the right company to source your data from. You want to ensure that the data you are using to send your mailers is up-to-date and accurate.
Analyze and Measure the Performance of Your Mailers
Not only do you want to track the performance of your mailers through promo codes and coupons, but you also want to ensure that you track your cost per conversion. This will help you understand the value of your campaign. Combine the performance metrics with your SMART goals for a robust understanding of how your mailers are performing. It is also useful to set performance-related benchmarks so that you can see how you are incrementally improving. If you utilize the proper planning, metrics, SMART goals, and benchmarks, you should be successful.
Combine Direct Mail with Digital Verticals
To increase the potential of your direct mail, consider using digital channels tied in with it. Potential ways to make this happen include using QR codes or personalized landing pages on the mailer that directs the recipient to your online content. Not only does this have the potential to increase your engagement, but it will also give you better data on customer interactions.
If you follow these 7 steps, you’ll be able to create a strong direct mail marketing strategy that produces winning results.
Summary Section:
- Decide when to make direct mail marketing a part of your overall strategy.
- Set clear and reasonable goals for your campaign that are attainable.
- Have a high quality mailing list.
- Consider your target audience and craft your mailer based on that.
- Ensure the mailer is delivered to the right place and at the right time.
- Analyze and measure the performance of your mailer.
If you are looking for a partner to help you secure quality-controlled data, look no further!
KYC Data is a premier data compiler of public records. We provide clients with the most accurate and reliable homeowner and mortgage data in the industry, and have been doing so for over 40 years. We collect and compile data daily, which ensures that the most recent information is being provided to our clients. Our leading technology enables us to compile over a million public records per month!
Consider partnering with an elite data collection company such as KYC to have the most effective direct mail marketing strategy possible. This will set you up with the best chance for success and save you valuable time and money.