In the digital age, where so much interaction between businesses and their customers takes place online, you could be forgiven for thinking that direct marketing is a thing of the past. The truth, however, is that direct marketing is alive and well, and a useful string in the bow of any business that wants to engage new prospects while keeping their brand at the forefront of their existing customers’ minds. Take a look in your post box when you get home and you’ll likely find some form of direct mail promotion. None of it is there arbitrarily. All of it is there because the people who sent it carried out painstaking market research and determined that direct mail marketing would generate a worthy return on their investment. What’s more, with GDPR legislation restricting email marketing for many brands, direct mail is often seen as a viable alternative.
If you want to make it work for you, here are some quick tips about direct marketing which can ensure future success…
Choose the right medium
There are many different ways to convey your message to your target market through direct mail. Which medium you choose will depend on what you want to say. Are you hoping to build brand awareness? Do you want to alert readers to a sale or special promotion? A business card is a great way of ensuring that readers will keep you in mind, while a leaflet or flier can allow you to convey a lot of information in a handy pocket sized-format. A greetings card or postcard can imbue your brand with a sense of celebration or help to engender friendly feelings towards your business.
Make sure it adds value to the reader
Whatever medium you choose, the marketing materials need to be of value to the reader. Let’s face it, very few people relish getting promotional materials in the post. If your materials don’t generate value for the reader they’ll be going straight in the recycling bin.
If, however, it allows them to save money, get a better deal than they could get without it or (best of all) entitle them to something for nothing, there’s a much better chance that they’ll keep hold of whatever you post them. Speaking of adding value.
Make your copy effective
Your blog posts and press releases aren’t the only places where you need to create effective and engaging copy. Your copy will play a huge part in determining whether your marketing materials get to spend their time pinned to the kitchen cork board or languishing in the recycling. Engage them straight away. Explain instantly why they will benefit from reading (and / or retaining) the piece of paper they have in their hand.
Ensure your printing is on point
You wouldn’t be the first entrepreneur to find that a design that looks incredible on a screen is not so impressive in print. All too often we forget to print-optimise our designs. A good reprographics house should be able to spot any errors (like colouring in RGB rather than CMYK). Nonetheless, it’s a good idea to get samples to ensure that your marketing materials look every bit as good in print as they do on screen.
Stick with these tips and you’ll realise just how effective a marketing tool direct mail can be!
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