We are in challenging marketing times. Every dollar spent matters, and in direct mail there are a lot of dollars spent. They are worth it when you are getting good results, but many times that is not the case. The problem is not with the direct mail channel, but rather with your mail campaign. So what really matters to make your direct mail campaigns a success? Let’s take a look.
1. Time — Time spent to create your mail pieces; audience and message make all the difference. If timelines are cut short and the process rushed, this will cause numerous problems resulting in lost money and responses. Block out time dedicated to making the best mail campaigns possible.
2. Myopia — Many times the problem is the wrong focus. Your messaging and design all need to work together to drive response. When your team cannot focus on the core messaging that appeals to your audience, response will suffer. Focus on the benefits. and less on features.
3. Innovation — Direct mail needs to stand out. What worked yesterday will not work tomorrow. Have you tried to innovate your mail pieces to stand out? There are many tools you can use such as dimensional direct mail that engages the recipient. You want to integrate with your messaging, so carefully consider what will enhance your message and drive response.
4 Inspiration — If the design is lackluster and copy is poorly worded, you won’t inspire response without a great mail piece. Sending the mail piece to all the right contacts does not matter if your message and design doesn’t resonate to generate interest. Your piece just became trash. Consider testing your design and copy with a couple of key customers who are willing to give you feedback. What they say may surprise you.
5 Adaptability — As customers change you change your products and services, but are you changing your mail campaigns? You must adapt to what your prospects and customers need. Very targeted messaging can help generate a better response rate. Beyond messaging though, you should adapt your design, too. Change is a good thing and can lead to more responses.
6 Brand — Who your company is and what it stands for needs to mesh with your design and messaging on your direct mail pieces. When there is a conflict in the mind of your prospect or customer, they are not going to buy from you.
7 Degeneration — Over time, a direct mail campaign can degenerate if it's continually done the same way. Constant vigilance to changes in your audience, your product and the culture in general need to drive changes in your direct mail. Declining response is a big indicator that your campaign is degenerating. Start your process all over again to refresh creative design, copy and list segmentation.
Each of these seven elements can directly affect your results. Examine what you’ve been doing along with your team to see if there are changes you can make to improve your results. Sometimes the smallest change can make all the difference in how your audience perceives your offer. Remember to track your results as you make changes to see what is working and where you can improve. In 2018, you can have the best direct mail results you have ever had if you make a real effort to do so. Are you ready to get started?
For a no obligation review of your marketing communications program and a chance to win a $50.00 AMEX gift card, call Bernie Prohaska at 732.238.3420 or email bp@ProhaskaAdvertising.com
