There are a variety of ways you can use your direct mail to reach your audience and make your campaigns more effective. The most important thing is to keep your message simple and focused. This means limiting the number of elements on your piece, using clear, easy-to-read fonts, and making your call to action (CTA) the most prominent element on your mailer. It also means knowing your audience and tailoring your content to their needs.
Direct mail can come in many different formats, from standard postcards to oversized ones. The type of mailer you choose should depend on your budget and marketing goals. For example, a simple postcard with a bold CTA is a cost-effective way to announce an event or sale. Alternatively, you can create interactive and fun mailers to grab your audiences attention. Examples include scratch-off sections that reveal a discount, 3D pop-up cards, and quizzes or games.
Another great way to increase the value of your direct mail is by adding a keepsake or a memorable experience. For example, Earth Hour used a unique mailing to encourage big businesses to switch off their lights by sending recipients yellow candles in boxes that resembled the facades of buildings. The result was a fun and memorable campaign that increased engagement by 260%.
Lastly, you can use data from your CRM to add an extra level of personalization to your direct mail campaigns. According to McKinsey, this can lead to a 10% or higher increase in ROI. By using the information from your CRM, you can include your customers’ names, preferences, interests, and buying history in your direct mail. This creates a more meaningful connection and ensures that your message is seen and read.
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