Does print mail still exist in today’s digital world? Yes, it does. Direct mail marketing can be an effective marketing tool if done correctly.
When developing your print campaign, keep marketing expert Ed Mayer’s 40/40/20 rule in mind.
40% depends on the audience.
Be specific on who you want to target. You can purchase mail lists to choose demographics like gender, age, income level, education level, interests, and geography that fit your message. A good print house will even scrub that list for you and report back the bad addresses.
40% depends on the offer.
What is in it for the customer? They need a call to action, such as a coupon or an offer for a limited time only.
20% depends on the design and copy.
Keep your mailer clean, easy-to-read. Use hi-res images and brand imagery. Size also matters. If you are targeting mass-consumers, stick with a medium to large postcard. If you are promoting a formal, high-end product, think about using a unique mail piece or personalized letter to get your point across.
More tips for your campaign:
Keep timing in mind. Do you have an upcoming sale or new product to announce? Tie your direct mail piece in with your event.
Get your audience engaged on your social media sites. Make sure they know how to connect with you digitally. You can use the list for your mailer to target those very same people on social media. Make sure you have their email address or phone number.
Finally, don’t forget to measure your ROI. Figure out the cost per mailing, responses, conversions, and revenue generated. Use a measurement device such as a custom URL or email, coupon code, or QR codes to help track your results.
Written by Jeri Amrine
Operations & Media Coordinator