E-mail marketing is very effective and has a reasonably low cost compared to regular direct mail, but regular direct mail is not going away, and it can be part of an effective marketing mix to reach particular segments of the population who may not be in your e-mail lists. So let’s talk about getting the most from our “land mail” direct campaigns.
The most important thing to understand with regular direct mail is that you must determine your audience first, and then tailor your message to that audience. By getting more specific about your list, about who it is that you should be selling to, you can get better returns from more qualified leads. Conduct better research to isolate your ideal buyer characteristics in your mailing lists to get more on-target.
But direct mail now has a new helper to make your campaigns even more effective. Remember in my last post about e-mail marketing where we talked about a "website landing page" linked in the e-mail where the recipient could go to register for an event, to receive more information, or to receive a gift or a chance to win some incentive? You can do the exact same thing with direct mail by providing the website address for your campaign landing page.
Of course, it’s easier with e-mail marketing because the recipient only has to click a link in the e-mail to go to the landing page, but with a properly targeted list, a strategically crafted message, and an appropriate incentive, you can still push many direct mail recipients to the same landing page where they can provide you with solid contact information for an actionable, and most likely very qualified, lead.
And, variable printing has created the ability to further personalize mailers to each recipient’s name, interests, and correct product categories and thus make your communications more relevant to individual recipients.
If you make sure to follow these essential rules, your direct mail campaigns will yield more results and produce far more qualified leads.