Posted By Seamus Barton
How to Create an Effective Direct Mail Sales Piece
Almost anyone can throw together a flyer and mail it out to thousands of people across the city. A successful direct mail campaign, however, requires a bit more planning and expertise. Since digital advertising took off, marketing professionals viewed direct mail as an outdated strategy.
It is true that loud, unattractive and misleading sales mailers will certainly be seen as ‘junk mail’. But some of the most innovative and effective advertising is still delivered the traditional way. More and more business owners are realizing that direct mail campaigns can grow their customer base — especially when used in conjunction with digital marketing strategies.
Let’s say you are building a miniature robot. It wouldn’t be wise to make most of it great, but then leave off the left arm. All your good work would become useless because your workmanship was sloppy in one area. If this robot is going to make any impact at all, then every component must be perfect. This is the same idea when it comes to creating a robust advertising strategy.
If you want to create an effective campaign, it’s important to ensure that each marketing effort has similar elements. Let’s explore the importance of each element, and why it’s crucial to give each one the attention it deserves.
1.Create a captivating headline
The initial purpose of a direct mail product is to grab the recipient’s attention. People receive dozens of uninvited ads in their mailboxes and inboxes each week. Many of these ads get tossed in the trash without a second thought. To avoid this, focus your efforts on creating a captivating headline. It can range from just a few words to a long sentence. Either way, it must imply you’re offering something of great value to the recipient. Getting the headline correct is key as this will determine whether readers will want to find out more.
2.Drive home the benefits
Readers will want to know one thing: How will this product or service benefit me? Throughout your mail piece, you must drive the benefits home. And remember, it’s benefits that sell, not features. Your pre-made meal kits may contain the freshest ingredients, but readers want to know they can shave off an hour of dinner prep each evening, and that your food will be a hit with the kids. That new car may have great horsepower, but the buyer would rather know he or she will be able to drive fast to impress passengers and onlookers.
Always stress the benefits that will resonate with your particular audience. Busy millennials raising families will appreciate things that offer convenience. But seniors on a fixed income may prioritize money-saving benefits instead.
3.Create a sense of urgency
In the marketing world, you must ask for the order by providing a call to action mailer. Get readers to act right away by creating a sense of urgency. Offer an incentive for buying within a certain time frame. This incentive can be a bonus product, a specially reduced price or any other extra you’d like to throw in — if they ‘act now’.
If your reader puts the direct mail sales piece down, they’ll soon forget about it, even if they’re interested. All of the enthusiasm you worked so hard to build up will be wasted unless the recipient is encouraged to take advantage of your offer immediately.
4.Make it easy to respond
Don’t make readers search your sales piece for contact details. Make it clear that getting in touch with your company is easy. A good way to do this is with a toll-free number. Psychologically, there’s something about a toll-free number that implies convenience. Today’s heavy reliance on the internet means your sales piece must include a website, too. Be sure your website is easy to navigate, so the direct mail receiver can take advantage of your offer quickly and efficiently.
5.Consider the medium
Direct mail products come in various shapes and sizes. From simple brochures to elaborate catalogues, the options are truly endless. However, some messages work better on one format than another. Always consider the medium in which you’ll deliver.
For example, postcards are popular because they remove the barrier between the recipient and the message. However, some direct mail is more effective when designed as a personalized letter. Products and services that involve high-dollar sales or investment opportunities always do well in a style that conveys formality and prestige.
Each campaign is an opportunity to learn what motivates your customers. Sometimes, a simple headline tweak or re-wording of your benefits is all that’s needed to get that direct mailer just right.