Great direct mail marketing execution leads to better response rates. Many marketers are great at generating direct mail ideas, building creative and strategy, but when it comes to execution, they fail. Let’s face it, failure is not an option, so build a great execution plan as you build your creative. We have put together some tips for you.
Direct mail has been around for a very long time. Therefore, we often see mail pieces that are boring or left unchanged for years. If you continue to send the same old pieces you have been mailing over and over you will see a drop in your response rates. You must create new, fresh, engaging and creative direct mail pieces to get the results you need. Many times, we get the following question: “Why should I continue to mail with all the other channel options?” The simple answer is because it works!
You may wish to call me crazy, but I look forward to getting my mail. Since I work with direct mail all the time, I like to see what others are doing. Of course, I am super critical of what I receive; looking at the condition it is in, if there is personalization, if there are errors and if it captures my attention. Every year I expect the mail people send to get better, however I am often disappointed. As marketers we need to do better! Have you been keeping an eye on your mailbox? What worked on you? I keep a stash of the ones that worked on me for reference on client projects. Let’s look at a couple of great ones.
The best part about direct mail is its ability to be kept until your prospect or customer is ready to act. However, if you create a mail piece that is not memorable, they are less likely to recall it when needed. How often do your direct mail results end up not meeting your expectations? Does your direct mail resonate with your prospects and customers or fall flat? Do they understand and remember what you said? If not, you have a big problem. In order to avoid this you need to be creating direct mail that resonates. Let’s take a look at what you can do to reach your maximum potential to get great direct mail results!
What a crazy year we are having! Somehow the holidays are approaching already, are you ready? As you start to plan out your holiday direct mail campaigns you should be considering how to spice them up for this year. Both customers and prospects are on the lookout for great deals during the holidays, so now is the time to get started planning yours. Staying ahead of your competition is important this time of the year. Are you ready to get started?