“Funny how the new things are the old things.” ~ Rudyard Kipling
The average businessperson sent and received 122 emails per day in 2016, and that total climbed to more than 150 by 2018. That doesn’t include the billions of spam emails sent daily. And while email is still an extremely effective marketing tool, more and more people hitting the deleting button them without ever opening them.
It’s no surprise that printed direct mail is now making a big comeback. It’s an easier way to stand out from all the electronic clutter, plus it doesn’t spark the growing level of concern over electronic privacy and security that digital approaches do.
So you give strong consideration to adding direct mail to your marketing toolkit. If you do, though, understand that, like any pother form of marketig that is worth its salt, direct mail takes some strategic planning to execute it well.
So before taking the direct mail plunge, follow these success guidelines:
Letters. Old fashioned “snail mail” letters are seeing a renaissance, with millions more being sent annually. Obviously, the most important factor in the use of sales letters is that they be well written and compelling. It is important that the letter focus on one main idea and have a clear call to action. Techniques like teaser graphics and fancy colors on the envelope aren’t really that effective anymore, because they scream “slick sales trick”.
Postcards. Postcards are best targeted at prospects as an inexpensive way get initial interest in your company or to promote a really strong offer. They are also great as a reminder for annual service or an upcoming appointment. Your postcard should include a bold headline with a colorful graphic so the prospect immediately knows what the card is about. In the text, which should be as short as possible, include the pain the company solves for the prospect and the call to action or offer.
Flyers. It is critical to use high-grade paper. Before printing, get a sample from your printing expert to test if it will stand out when received in the mail. The flyer should be inside an envelope so it does not get destroyed in the mailing process. If you are not a great writer, it is worth a few bucks to get a professional copywriter to help with any promotional piece that is larger than a postcard.
Brochures. I generally steer clients away from brochures. They can be expensive to produce, and the payoff is seldom worth the expense. For some businesses, however, especially those that offer products or services that are more technical and complex in nature, they can still be effective tools – as long as they are designed and deployed correctly.
Whatever your specific direct mail technique ends up being, it’s crucial that it be part of a holistic, integrated, well-planned strategy.
That’s crucial if your marketing is to truly … wait for it … deliver.
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