Highlight your Brand Personality with Direct Mail
Perhaps most of your marketing is through digital channels these days, but don’t overlook the value of direct mail as an effective, relatively inexpensive and trackable means of lead generation.
Let the creativity flow
Drafting the content for a piece of direct mail and working with a graphic designer to come up with an engaging design is often highly rewarding creative time. However, it can be easy to get caught up in the process, so here are a few key points to help you stay on track.
Integrate design and message
Both text and design should reflect not only the brand features you want to highlight, but also one central message per direct mailing. Keep it simple, useful and make it obvious how to take action. The design should be relatively simple too, but this isn’t an absolute rule as your target market might be one that requires something eye-popping to catch their attention.
Adjust for your target market
Identify your key message and make sure it is written in a way that appeals to your intended audience. You’ll phrase the same message about software one way for seniors, and very differently for young entrepreneurs. This goes for the design too. The better you define your market segment and tailor your message accordingly, the more likely you are to see a good response.
Check your mailing list
One final important point we ought to mention is to check your mailing list for accuracy before you get anything printed. It may sound obvious but many consumers forget to update business contacts when they move and it would be a shame for all your creativity to go to waste just for want of checking your address list.
