The key to a successful direct mail marketing campaign lies in the strategy. According to Compu-mail, 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want. However, there are some essential steps to ensure a successful direct mail campaign that lands in the right mailboxes.
We at Aspen- and Fort Lauderdale-based public relations and marketing agency Durée & Company have executed successful direct mail campaigns for clients in a variety of industries. Whether it’s real estate, hospitality, legal, non-profit, medical or another industry, we use our experience and expertise to provide a tailored strategy for each client. Below are our top five tips for creating a successful direct mail marketing campaign.
Connect with the mail house.
Make sure to get pricing estimates right away to know what to expect. Direct mail marketing can be expensive, but if it’s done correctly, there can be a great return on investment. Keep in mind that postage is often not included in the quote, as it will depend on what and where you’re sending, so check with the mailer for that cost as well. Also, we typically recommend sending first class to get delivery confirmation.
Send oversized postcards.
There are many shapes and sizes to choose from when it comes to the direct mail piece, but we typically suggest the oversized 8.5 x 11 postcards. These postcards are nice because they aren’t in an envelope, so you don’t have to rely on people opening it. They are also big enough to catch the recipient’s attention and not get lost like your average-sized postcard. Choose a high-quality cardstock that best represents your brand. If you are promoting high-end products or services, you may need a thicker, high gloss paper stock for your materials.
Use high-res photos and have a clean design.
This is a must! If the photos aren’t high res, the creative may print blurry and make it look unprofessional. High-res photos will ensure that the direct mail piece looks sharp and professional. Make sure the copy is concise and placed in a design that is easy to read. If there are only long paragraphs of text and nothing quick and “snackable” to read, you may lose readers.
Create a clear call-to-action.
The most important part! Identify the purpose of distributing the direct mail piece and then create a call-to-action. Use words like “visit,” “buy,” “download,” and “order” to make it clear what you want the reader to do. Businesses have even started putting QR codes on direct mail pieces so readers can easily scan the code and get information right on their smartphone without having to type anything in.
Know the right people to send to and when to send it.
Identify the demographic and work with the mail house to purchase lists with the most appropriate zip codes, neighborhoods, and homes to send to. It’s important to make sure the direct mail piece is landing in the mailbox of the right people. Lists can be purchased based on household income, home values, types of home, and more. Also, be wary about when the direct mail piece drops. Not everybody is going to get the postcard on the same day; it could take a week.
So, for example, don’t send out a direct mail piece saying there is an event happening days after it drops. Give the recipients time to receive the piece and take in the information. Per postal guidelines, be sure to have the recipient’s name on the actual printed piece and make sure to include “Or Current Resident.” If there is no “Or Current Resident” and the recipient just moved and doesn’t live or work there anymore, the direct mail may not get delivered and will get returned back to the sender (you!).
Direct mail is an effective marketing tool for a variety of industries, but it has to be done the right way in order to be effective. These are a few of the standard steps we take in creating direct mail campaigns, but we have many more tips and tricks up our sleeves when it comes to customizing and creating the ideal direct mail piece for our clients. If you’re interested in hearing more about our marketing services, call us at 954-723-9350.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, cannabis and hemp, wellness and CBD, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; g8o to dureeandcompany.com; or visit its new, specialized cannabis- and CBD-specific site at cannabismarketingpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter , YouTube and LinkedIn at @DureeCoPR.