Unconventional Thinking for Improved Direct Mail Results
Is direct mail old hat? We don’t think so. US market research company ExactTarget reported that 65% of the people it surveyed who had received direct mail had made a purchase, or had subsequently engaged in a different marketing channel related to that business – so direct mail has life in it yet. Nevertheless, direct mail has been around for a while, and it can feel like hard work trying to come up with new ways to use it. Here are three strategies that might help your direct mail campaigns, without breaking the bank.
Connect up
Give your customer a way to connect hard copy with the online world. A QR code on your letter or postcard gives your customer easy access to goodies, such as a coupon, or a freebie on your landing page.
A reason to keep your letter
A time limited special offer code or coupon gives customers good cause to keep your direct mail. You can structure this to drive traffic to a website, or to a physical shop. A note of caution though, do make sure the offer is a serious one. It doesn’t have to be large, just worth acting on.
Get into infographics
Image styles come in and out of fashion, ask any graphic designer! At the moment infographics are hot, and one of the reasons is that they are so flexible, but they also work because consumers like looking at them. Infographics can be done in many different formats, from a graph or table, to a hand-drawn 21st century mind-map, for a touch of added individuality.
The point, as ever, is to encourage your prospective customer to hold on to your direct mail long enough to take the action you are seeking. Who knows, make it intriguing enough, and recipients may even start sharing your direct mail with their friends!
