Digitization has penetrated and changed how different industries operate, leading companies to roll out more modern processes and strategies. But among the numerous digitization initiatives organizations use today, some old-school methods still persist. One of these is direct marketing.
Although some may think that direct marketing is outdated, it can still be beneficial, especially for small businesses that may not have the budget for intense online marketing efforts. But to keep up with the more popularly consumed digital marketing content, your direct marketing materials must pack a punch.
Take a look at what a successful campaign looks like first.
An accurately targeted list
The mailing list is one of the most important aspects of a direct to consumer strategy, but it’s also the most taken for granted. It’s not enough to just include as many people as possible into your list of recipients. It may even do more harm than good if the people who receive your mail do not represent your target market.
The beauty of direct-to-consumer materials is exactly that — it’s direct. Unlike in digital platforms, people won’t have to swim in a sea of content just to find one that is relevant to them; it lands right at their doorstep or right into their mailboxes. Having a loosely targeted mailing list defeats this purpose. From the perspective of your recipients, the mail is just junk, so why would they buy whatever you’re selling?
The MECLABS Institute surveyed 2,400 consumers about the kind of marketing collateral they frequently ignore. Nineteen percent said they disregard print ads because they’re irrelevant.
Inaccurate targeting leads to wasted direct mail designing, printing, and postage costs. Make sure that your mailing list includes the demographic whom your product or service appeals to. This way, you have a higher chance of converting leads to sales.
Short, sweet, strong copies
People’s attention spans are shorter than ever, thanks to technology. Marketers try to engage consumers, even in the age of eight-second attention spans by crafting concise content. Don’t cram your print ads with text. Make sure that the content is short but substantial.
Also, use a conversational and warm tone. In the age of AI and automated responses, consumers have developed a preference for personalized messages and interactions with brands. Personalization helps companies create an emotional connection with customers because it makes them feel valued and understood. As a result, consumer trust increases, leading to an increased chance for customer loyalty.
Quick response rate
Many marketing strategies aim to promote brand awareness and make a company seem more appealing. But the goal of direct marketing is to garner rapid responses from consumers through its call to action.
You can expect an influx of questions and queries from potential customers if the campaign is successful. And you need to be able to support this, especially because 82 percent of consumers expect an immediate response to their sales or marketing related questions. Be sure your customer service team is always available and ready to answer customer concerns.
These factors can help boost the success of your direct marketing campaign. But keep in mind that the best strategy is still to have a presence in different channels, so consumers can easily find your brand. This means supplementing your direct mailing strategies with digital marketing initiatives. The important thing is to be wherever your customers are.