Back to basics for great direct mail
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Back to basics for great direct mail

June 30, 2017

Internet MarketingAs marketing gets more personal and targeted, it’s tempting to focus solely on the data end of the process to ensure great results. While clean data is vital to setting up a campaign for success, there are still key factors that cannot be overlooked, such as media channel, format and messaging to truly maximize the data.  Direct mail is still among the most effective tools for reaching customers, especially when combined with new digital technology, like Darwill’s IP targeting offering.

  1. A strong lead: Today’s screen-based marketing has taught consumers to have short attention spans of approximately 6-8 seconds. Even with direct mail content, marketers must make their message clear in the headline and in the first line. Some marketers like to weave a story into the message, building to an offering. This is fine, as long as the story is compelling enough to retain attention.
  2. An attractive offer: Consumers of all ages are looking for deals. Make sure, if the offer includes a free item or a discount, it’s identified early in the pitch.
  3. Tell a story: As mentioned in item 1, the best direct mail tells a creative story to retain the customers’ attention. Use emotional content, like how the customer will feel using the product or service, rather than just recite facts. Each story has a beginning, middle and an end. Your direct mail content should also follow that structure.
  4. Flattery will get you everywhere: Since you have built a database and selected this key customer to receive this information, let them know that. Tell the reader how this exclusive offer can benefit people just like them.
  5. Beg the question: Marketers will often use a question to draw in the reader. The caution there is, a poorly posed question can actually lead the customer away from your selling message. Make sure you are correct in your assumptions of the answers before asking the questions. Questions in direct-mail pieces should always serve to qualify the prospect, not disengage them.
  6. Solve the problem: This item goes back to telling the story in number 3. Make sure you connect your story with the problem your product or service solves.
  7. Benefits: The benefits of your product or service answers the key item in the product story: Why does the reader care? What will they get out of it? Why does it matter? Make sure these points get incorporated into your story.

The next step in conveying your marketing story is to layer the message with personalized digital content such as IP targeting technology. Follow up your direct mail with a localized mobile advertising campaign, so that you’re maximizing reach and the consumer’s exposure to your message.  Darwill has the technology to personalize direct mail pieces down to a single envelope, then follow up with corresponding display ads through our IP targeting product. This effectively reinforces the message and makes the story more relevant than ever, and boosts conversion.

Contact Darwill business development experts to help design your campaign.

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