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!
Now is the time to take a look at all your data and make sure it is accurate. You do not want to send the wrong offer to the wrong person. In this heavily digital world, marketers have access to more data than ever before, which could be great or disastrous. Which has it been for you? Let’s take a look at some common data problems and ways to avoid them. Then we will look at the great things data can do for your direct mail!
Don’t make the same mistake as other marketers, direct mail letters can be great! Recently direct mail letters have a bad reputation, but a good letter can really generate fabulous sales. So how do you know if you have a good letter or not? We will break it down for you here.
Too many times marketers are so focused on design that they lose sight of the importance of good copy for great direct mail communication. They end up with direct mail copy writing that is talking at someone instead of to them. This is not effective communication. This is seen as preaching to your prospects and customers. There is no value in that. Don’t waste your time on copy that will not sell, after all that is the whole point to sell your product or service. Let’s look at how to make your direct mail copy sell.