Implementing a Successful Direct Mail Project Is as Easy as 1-2-3
Are you ready to roll out your next direct mail campaign, but not sure where to start? Fortunately, planning and executing a direct mail project is easier than you may think.
Step One: Plan
An effective direct mail campaign targets an audience, delivers a clear message, and gives recipients a reason to act. Businesses can use their contact lists and the success of past advertising campaigns to guide the message and medium of their next mail project.
For example, an orthodontist may have found it more effective to send a letter describing their services and expertise to dentists than to send promotional postcards to parents with school-aged children. Thus, the orthodontist may choose to target dentists in future direct mail campaigns.
Developing clear messages and calls-to-action is also an important part of the planning process. Messaging should be direct, powerful, and engaging, while call-to-actions should be clear and easy to act upon. Businesses may ask recipients to “schedule a service today at 612-555-1234” or “scan the QR code to sign up for our newsletter”.
Step Two: Implement
Once businesses have an idea of what they would like to include in a direct mail campaign, there are a few powerful words they should incorporate into their messages to capture recipients’ attention. Words like “save,” “results,” “money,” “guarantee,” “new,” “easy,” “proven,” and “free” all resonate well with readers.
When a direct mail piece is ready to print, businesses can use variable data digital printing to customize mail pieces to each recipient. With variable data printing, businesses provide their printers with the electronic files of direct mail projects and a spreadsheet that lists recipients and pertinent demographic information. The printer uses these documents to produce the direct mail campaign quickly and cost-effectively.
Step Three: Track Performance