Insights, opinions, musings and more.
We’re always thinking things through, studying strategies, digging in the data to uncover patterns and trends. In short, we never stop looking for ways to enhance our services and benefit our clients.
Tip 12. P.S.
Using post script provides a great opportunity to provide a personal, thoughtful, amusing or cheeky addition to your letter. Case studies indicate that the typical letter recipient’s eye moves down the page to the P.S. before they read everything in the letter!
Tip 11. Tight targeting
It’s tempting to cast a large net and see what it draws in. However, in order to get a better ROI, your approach should be targeting the ideal, most likely customers in your reach.
Tip 10. Multi touch
Try and try again. People rarely buy or are convinced on a purchasing decision after one encounter. Most people need to be warmed up and persuaded before committing to a financial decision.
Tip 9. Integrate
The most memorable marketing campaigns are those which arrive in front of us in a multitude of ways. TV campaigns which also appear on billboards and in our letter box.
Tip 8. Research GDPR
Whether you are about to launch your first DM campaign or your 50th, new regulations are coming. Make sure you amend your data collection, storage and use now to make the 2018 transition easier. The General Data Protection Regulation (GDPR) is due to be enforced in May 2018.
Tip 7. Something a little bit different
Sometimes a little change to everyday items can make us look twice and really grab our interest. The direct mail campaign for Kit Kat Chunky did a fantastic job of this by using the standard “sorry we couldn’t deliver” card – with the reason as “too chunky” for your letterbox.
Tip 6. Test and refine
Most direct marketers know they should thoroughly vet their marketing tactics before starting to use them, yet testing usually stops here. However, ongoing testing, evaluation and refinement only improves mailing campaigns.
Tip 5. Acknowledge special occasions.
Be opportunistic about events in your target customer’s life such as birthdays, graduations and weddings. Sending helpful promotions around life events can create close connections with customers.
Tip 4. Provide response options
Once your readers are willing to respond to your call to action, you need to provide suitable response channels. Consider your audience and how they will want to respond. Some of your recipients will prefer to mail back their responses to the sender directly. Others may prefer to text, email or go to the website URL.
Tip 3. Make your call to action clear
Create a call to action which is clear, bold, easy to follow…and cannot be ignored.
Whilst the message of your mailer must be compelling, you only have a few seconds to find your reader’s eye and tell them what to do next. Your prospect should be able to understand the message within a few seconds and be encouraged to skim further.