Or, how to create a successful Direct Mail campaign
I must confess, in the past I’ve been dubious about direct mail marketing. I mean, I’d hate to think all those trees dying in vain just so we have something to stick in the shredder on a Sunday afternoon. Or maybe I’ve just got too caught up in online advertising to notice poor little direct mail playing on its own in the corner.
As it turns out, direct mail marketing is far from being the least popular kid at the School of Advertising.
In fact, 74% of Australian consumers said they were happy to receive direct mail when the approach was relevant to them.
So with that being said, here are my 7 top tips to setting up a direct mail marketing that gets opened not shredded.
[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][ctt template=”1″ link=”tIZJd” via=”no” ]direct mail marketing is far from being the least popular kid at the School of Advertising #sales http://ctt.ec/tIZJd+ @kellymyerscopy[/ctt]
Why use direct mail?
If you know your tribe then direct mail marketing is an affordable way to reach them. This is especially true with local businesses that want to raise their profile and make their presence felt in their community, like hair salons, plumbers or cafes. Not only does Direct Mail deliver a personal message to your target audience but it allows it to be sent quickly and with ease.
So if you’re looking to:
- Generate more sales
- Remind your customers you still love them
- Promote a new product or service
Then Direct Mail Marketing is a great place to start!
#1 Offer a friendly greeting
“Dear Sir/Madam” is about as personal as cold handshake from a stranger. Because it tells the reader that whoever sent the direct mail is unfamiliar with their audience. Conversely, if you address your letter to the named individual, you’re more likely to get their attention.
Alternatively, if you don’t have the name of the people you’re sending the mail out to, then you could always use the person’s title. For example, if you are trying to reach mums, maybe write “Dear loving Mum”. But if you’re in doubt then stick to either “hello” or “hi there” as they’re still warm and personal greetings.
Bonus tip: Include a letter. This might seem obvious, but quite often companies will send a brochure and neglect to add the personal “human” touch that you get with a letter. Therefore, including a letter is an opportunity to get your customers engaged with you’re offer on a personal and emotional level. Which in turn, will deepen the connection they have with you and and your brand.
#2 Use a strong headline
Headlines are vital because they tell reader’s why they should read on. It can be short or long, it just needs to grab their attention. Because if your readers aren’t stopped in their tracks then no doubt the letter will end up in the infamous Sunday shredding pile.
Here’s some easy “How to” formulas you can plug in straight away:
- How to get
- How to start
- How to make
Or, you could try a “Discover how to” headline to spice things up. Either way, keep in mind your intention for writing the letter and the goals you’ve set for your campaign.
[/fusion_builder_column][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][ctt template=”1″ link=”5euQW” via=”no” ]Here’s some easy “How to” formulas you can plug in straight away #directmail #copywritingtips http://ctt.ec/5euQW+ @kellymyerscopy[/ctt]
#3 create body copy that compels
Now getting the reader’s attention shows they’re interested in your business and the aim from now is to keep it. Indeed, linking words help control the pace and direction of the information flow. So don’t underestimate the power of using words like “because” to explain, “above all” to summarise or “consider” to offer a different perspective and persuade your readers to purchase.
Features VS Benefits
Features don’t sell products and services, only benefits can do that. And quite often the two are confused in marketing copy. That’s why it’s important to distinguish between the two and present a feature then explain the benefit to the customer. For example, “we’re open 7 days a week which means we will fit in around your schedule” The feature is the fact they’re open 7 days a week and the benefit is the convenience that brings the customer.
Here’s a free worksheet template that helps outline and distinguish the features from the benefits.
Bonus tip: to draw your reader’s attention to specific information, try indenting the paragraph. This will help break up the text which in turn makes it easier to focus and read.
#4 add an offer or incentive
Create desire and inspire your readers to purchase by removing any doubts they may have about your business. So you may wish to create an offer like these:
- 100% money back guarantee when returned before (date)
- free initial session when you book before (date)
- discount for initial purchase made prior to (date)
By making a cut off date you will create a sense of urgency with your reader’s which means they’ll be more likely to take action soon after reading your letter.
Bonus tip: include testimonials to show that your other customers were happy with your service. (Quite simply, make the offer compelling enough that they just can’t say no!)
#5 make it easy to act
Don’t make it difficult for your customers to respond and take action. Quite often, if something falls in to the “too hard” category it won’t happen.
Here are three ways to make it easy for your clients to respond:
- a pre paid envelope
- a free phone number to call
- a website link to click
Bonus tip: if you want to see what methods work best for you, try two different calls to action and see which gets the most traction.
#6 Write from me to you
Direct mail marketing is successful because it personalises the message readers are sent. That’s why its always good to write a direct mail letter as if your perfect customer were sitting next to you. This will develop a sense of intimacy with the reader and in turn will help gain their trust.
Bonus tip: Use your PS to give reader’s a special benefit rather than rehashing what’s already been said. For example, PS. “we are the first business in your area that is open 7 days a week”
#7 create a package
Don’t be afraid of creating more than just a letter. When a mailer has a ‘lump’ in it, it builds intrigue so you can bet it’s going to get opened.
Bonus tip: include your business card so it’s convenient for your audience to reach you.
So there you have it, my top 7 tips to running a successful direct mail marketing campaign.
Now it’s over to you. What are your top direct marketing tips?
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Want to chat about your next direct mail campaign? Drop me a line here[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]