Posted By Seamus Barton
How You Can Gain a Competitive Edge With Direct Mail Services
Direct mail services are an impactful way to increase brand knowledge, customer loyalty, and ROI. Direct mail services can be directed by custom targeting or broadly to entire communities. Your approach and success depend on what you’re trying to gain through your direct mailer and the type of mailer you use.
Troi Mailing Services is a leader in Canadian direct mail printing and marketing. We work with businesses across Canada, offering insights, tools, and mailing services to get your content to your customers with ease.
If you’re new to the direct mail game, or you’re looking for ways to gain a competitive edge with current strategies, we can help. Here are some of our top tips to get ahead with direct mail services.
Understand Your Options
Knowing what direct mail marketing is and how it works directly impacts the success of your mailers. Some things to consider as you begin planning are:
- Audience demographics
- Saturation mail vs. targeted mail
- Mailer category (Coupon, catalogue, brochure, postcard)
- Point of sale (QR code, links, social media tags)
According to Canada Post, 74% of Canadians are likely to notice your advertising through direct mail. You can count on 81% of Canadians to read their mail the day they receive it, giving you a good opportunity to get your brand noticed.
Demographics and Targeting
As outlined above, demographics and targeting play a big role in giving your direct mail services a competitive start. To begin, look at the audiences you want to target. Think about factors such as:
- Buying habits
From here, you gain a narrower sense of how to target recipients of your mailers. You can go broad with market saturation mail or focused with targeted mail. The difference?
- Market Saturation: Saturating your market literally by sending mailers to everyone in a specific location, for example, mailing a pizza menu for a new restaurant to the entire city that the shop serves.
- Targeted Mailing: Targeting individual communities or members of communities based on the demographics above. A makeup company, for example, may send samples and coupons to homes with women ages 18-50.
Now that you know what you’re mailing and who, you need to compile your list of recipients. There are many ways to get mailing lists. You can buy them, build them, or let potential customers make them for you.
In general, saturation mailing lists are the least expensive to buy but the most expensive to mail to. Why? Because it’s a broad list of community addresses with no rhyme or reason. This means less research for your seller. However, it costs you more to mail because you send mailers with a less defined ROI.
Mailer Category and Media
The type of mailer and media you include are pivotal in your direct mailing success. You can choose from a variety of mailouts, including:
The type of mailer you choose might rely on information and media you want to include. A brochure might be best. Do you want a single photo and let the copy do the talking? A concise postcard is best for this.
Point of Sale and ROI
The entire point of a direct mail services campaign is to get your marketing content seen and receive a return on investment. For this, you need to include some form of a point of sale in your mailer. QR codes have become extremely popular over the past few years. They’re easy to use and lead consumers directly to your landing page, website, or eCommerce shop.
You can also include links, social media tags, and any other quick ways for customers to get in touch, find your products and services, and buy. Word of mouth marketing isn’t dead; it comes in new forms. Attach a “for a friend” coupon to your mailer to give your direct mail a broader reach.
Direct mail can be highly successful if used correctly. It can also be used in tandem with digital marketing sources. The more ways your customers have to connect with your business through your mailer, the more ROI you’ll see.
Benefits of Direct Mail Services
There are many benefits of direct mail services, including:
With so many businesses focusing on the digital marketplace. This is the perfect time to get your brand into Canadian mailboxes and skip the online lineup.
As far as correspondence goes, e-mail boxes overflow, junk mail filters block advertisements, and consumers are becoming wary of phishing scams. Direct mail leaves fewer risks for your customers and fewer risks your marketing offer goes unnoticed or unseen.
Direct mail lets consumers see, feel, and hold your company’s content directly in their hands. They need to put this somewhere. It’s likely going to be seen again. Sure, they could throw it out, but they’ll still look at it as they do so. This differs from the ease of a single click to delete an email.
Direct mail services are customizable, putting you in the driver’s seat for where your mail goes, who receives it, how it looks, what it’s printed on, and more.
Navigating direct mail is easy. Once you have a mailing list, there’s not much more to do than send your design to the printer/mailer and wait for results. Troi Mailing Services does both for you, printing on high-quality paper products and partnering with Canada Post to get your mailers where they need to go.
Contact Troi Mailing Services Today
Troi Mailing specializes in Canadian direct mail marketing. We work with businesses from coast to coast and know what it takes to succeed.
To chat with a Troi Mailing Services team member today or get a free quote on your mail campaign, call 1-866-486-9350.
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at email@example.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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