Though we’re in the age of digital marketing, direct mail is still an extremely effective way to reach your customers. It is highly targeted, cost effective, and easy to track. But in order to make the most out of this medium, you’ve got to have a smooth process from the point of conception to the time it lands in your customer’s hands. Here are a few tips to help you make the most out of direct mail marketing.

Have a strong mailing list

Generally, the more targeted your mailing list is, the better your response rate. The better the response rate, the better your ROI. In order to make the most out of your direct mail campaign, send your campaigns to interested parties only. You can do this by pre-qualifying your mailing list based on the products or services you offer and the demographics of your mailing list. In addition, you’ll want to comb through your list and verify each address.

Develop a strong piece

Your direct mail piece needs two things: visual appeal and a strong offer. Use attention-grabbing graphics and bold colors to capture the attention of recipients. Cultivate a strong sense of urgency with your offer. Emphasize that “now” is the time to buy, not just because the offer is too good to pass up, but also because there’s a finite deadline. Fear of missing out can be a great motivating factor.

Personalize your envelopes

By utilizing digital printing, you can create a more relevant and personal experience for your customers. This also helps you track responses, which you can then test to measure your campaign’s success.

Run and test your campaign

Send your pieces out with enough time for customers to respond to your offer. Once the responses start coming in, you can test the efficacy of your campaign. Some questions to ask: did segments of your demographic respond better than others? Which segments or subsets should you target for your next campaign?

Implementing a streamlined direct mail process can help you reach your customers quicker and more effectively. To get started, speak with the experts at Darwill today.