Keys to effective direct-mail communication begin with copy
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Keys to effective direct-mail communication begin with copy

July 28, 2017
Communication

Millennials respond to authentic communication

We see this mistake all the time: Marketers who are so enamored with technology, with design and graphics that they miss the message. Copywriting has been and will always be the secret sauce of direct marketing. Tone-deaf copy can result in even the most targeted and well-designed pieces ending up in the trash bin, unread.

Let’s look at how to make direct-mail copy work for you:

Be authentic: Creating an emotional connection with prospects is vital to the success of direct mail; this is especially true of Millennials, who “see through” blatant advertising messages. Use your database skills to create truly custom messages for target audiences.

Show your values: As with authenticity, Millennials value knowing who they are doing business with and what the company stands for. Let your communications reflect that. For example, there are literally thousands of coffee shops, but Starbucks has managed to convey a sense of core values to customers to encourage loyalty.

Be thankful: The business world can seem cold and transactional, so cut through that be genuinely thanking customers for their patronage.

Anticipate questions and be ready: Know and understand the common needs of your customers and prospects, and have answers ready. If you’re an auto collision specialist, have the most common insurance claim question-and-answers handy to any staff member can answer them. Even post an FAQ on your website. In your direct mail piece, consider adding a “did you know” item for common questions.

Use testimonials: Savvy businesses are mining their positive Facebook, Google and Yelp reviews to include in direct-mail pieces. (Make sure you ask the reviewer if you can use them, as a courtesy.) This adds to the authenticity and thankfulness part of your message.

Also, don’t forget to keep in mind the other key elements of every direct message:

Benefits: Clearly describe the advantages of your product or service.

Urgency: The best time to act is now. Give customers are reason to.

Offer: Highlight the offer so that is clear and concise, so the reader can absorb the message within a few seconds.

Response: Describe exactly what you want the prospect to do and how to do it. Make a phone call? Provide the number and a contact name. Send an email? Provide the email address. Visit the website? Create a PURL specific for this direct-mail piece that will take them to a campaign-specific landing page.

Of course, even the most well-written piece fails if it goes to an unreceptive recipient. The complementary aspect of direct marketing is reaching the customer, which is where Darwill’s full strategy, copywriting and data modeling services come into play. We also provide highly sophisticated testing, reporting and analytics so your direct-marketing campaigns reach the best targets to produce the best results. Our in-house data team is at your service to help you make sense of your data and build creative modeling solutions to increase response.

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