If the opportunity to connect with potential customers one-on-one in a setting where they are relaxed and receptive sounds appealing, then how to increase direct mail marketing may be a tactic you’re keen to explore. This method of advertising allows you the opportunity to communicate directly with consumers who may or may not know you exist, and might never consider your products or services otherwise.
Sounds great, right? So why isn’t everyone doing direct mail advertising? Well, there is a bit of a catch. This blanket approach requires you to send out direct mailings to tons of households without necessarily knowing if the residents are in your target demographic or if they are even interested in what you have to offer. If you are familiar with the United States Postal Service, the USPS rates can add up quickly for mail postcards or direct mailers.
However, like any decent marketing strategy, you have to find ways to create interest with the direct marketing materials you send out. And while you can definitely save some money over paper mailers these days by sending out emails (and reach a much larger audience, to boot), you still have to engineer your strategy so that it results in conversions, or some kind of positive response from recipients. Whether you opt to send emails or marketing postcards, you obviously want to do whatever you can to ensure your efforts don’t go straight to the trash. So here are just a few tips to improve your direct mail marketing conversion rates.
Unlike email marketing, the carpet-bombing approach may not be your best bet when it comes to direct mail marketing. Consider, for example, your efforts at search engine optimization. The goal is to get targeted traffic coming into your website because a consumer that is seeking your goods or services is far more valuable, in general, than the average accidental tourist. The same holds true with direct mail marketing; when the recipient is already interested in what you have to offer, providing them with incentive of some kind, or even valuable knowledge can help to push them towards a purchase. So build up a direct mailing list through any means possible, even if you have to buy data from a few reliable mailing companies.
Tailor Your Content
There are two important goals you need to hit when it comes to the content of your direct mail marketing efforts. For one thing, you need to select a layout and design that not only represents your brand image, but also appeals to the consumer public, or more specifically, your target demographics. However, you also need to make sure that your direct mailers include some kind of call to action. You want consumers to take immediate action and you need to think about what you can do to encourage them to at least keep reading or pull up your website, although a purchase is, of course, the ideal outcome.
Send More Than One
Send more than one mailing out for a comprehensive direct mail marketing campaign. Direct mailers are not as effective when you just send a single one promoting your business. This is something many business owners make the mistake of doing. Instead, send at least three different and unique direct marketing mailers that refer back to previous mailers. This will help engage potential customers and make them better able to remember your brand and all its features and benefits. Obviously, that will produce more effective direct mail marketing strategies for your business.
Track And Analyze
The only way to improve is to see what you’re doing wrong and what’s working like gangbusters so you can tailor your future mail marketing efforts for optimum conversion. In terms of real-world postcard mailing, this could involve the use of a coupon or code of some sort. Or, you can try the inclusion of a QR code that consumers snap a pic of on their phone or tablet to get to a deal on your website. Online, a simple link will do the trick. The use of modern tracking methods can help you to see exactly what consumers are responding to so that the direct mail marketing funds you spend with a company will show a significant return on investment.
Take Advantage Of Customer Curiosity
In order for your business to benefit from direct mail marketing, you are going to want to make sure that they actually open the envelope! If you are using snail mail, try to include something in your mailing that will make the envelope a bit weightier and bumpy. Why? Because recipients will be much more likely to open it. They will be curious as to what is inside, forcing them to open the mailing. So, if you want to be certain that your direct mailing is getting opened, make it a bit heavier with a bumpy item inside. Your recipients curiosity will get the best of them, offering your business the best results.
Lastly, when trying to increase direct mail marketing efforts, whether to supplement your restaurant marketing strategies or to establish new small business marketing tactics, be sure to refer to these tips. They will help you get more positive responses while increasing your conversions. Of course, with more sales, you will be better off tracking and analyzing your progress.