We all know there are scores of different ways to reach out to your intended audience. Many people opt straight for online marketing campaigns. But, did you know that good old fashioned direct mail still works?
You might not think it, but many people still like to lead a life that doesn’t involve hours spent in front of a PC! In fact, some people hate technology. Are you targeting a general audience? If so, you shouldn’t alienate such people because they seldom go online. That’s why most businesses still use direct mail.
The thing about direct mail is some marketers don’t know how to set up a successful campaign. If that paints a familiar picture, don’t worry because you’ve come to the right place! The following are some dynamite tips to help you become a direct mail superstar:
Target a niche audience
One of the reasons some direct mail campaigns suck is because they don’t get aimed at the right people. You need to think long and hard about who you are targeting and why. Once you’ve done that, you must then find out how to reach that target audience.
For example, let’s say that you sell stairlift products to the elderly and handicapped. Where are you most likely to find such an audience in your area?
One way to know is by purchasing a direct mail list. This is where you have a qualified list of names and addresses. You can usually select an audience by age group, as well as area.
Ensure your message adds value to your audience
Part of the battle is finding the right people to target. The other part is pitching the right message to them! If you’re not good at copy-writing, pay someone to write your ad copy for you.
As with online ads, you have just a few seconds to “hook” a reader into your story. You need to make sure that what you say is compelling enough for them to read more.
All successful direct mail campaigns feature content that packs a punch. And it’s not just the words that must be compelling. You also need to feature stunning visuals to inspire your audience.
Create an easy and direct call to action
So you’ve reached the right audience, and you’ve got them hooked on your pitch. That’s great! What happens next? Well, this is what you need to figure out.
Do you want them to buy something? Are you offering a free trial? Do they need to phone you and subscribe to a service? It’s crucial that you create a call to action for your audience. It must also be easy!
You need to be clear about what you want your readers to do. And you also need to create a sense of urgency. One classic example is through the use of time-limited special offers.
Follow up your direct mail campaign
Last, but not least, you need to follow up the material sent to your target audience. This could be with a phone call, letter or an email. It’s important to do that in case they never received your material.
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