Tag Archives: direct mail
Five Direct Mail Mistakes You Can Avoid
Running a direct mail campaign can often yield incredible results and kick-start an effective marketing campaign for your company—if you put in the right amount of time and attention. Not only are direct mail campaigns effective at putting your business in the front of your customers’ minds, they can also help you create a well-rounded marketing strategy for your company. However, there are a few common direct mail mistakes that can detract from the full impact of your campaign and lessen profitability. If you keep these 5 common direct mail mistakes in mind, you’ll be able to avoid them and ensure you carry out the most successful campaign possible.
Not taking the time to plan
If you don’t spend enough time planning your direct mail piece, there’s a good chance it could negatively affect your campaign. With poor planning, you run the risk of producing a campaign that looks rushed, and there’s a chance you’ll miss important details. You should have a strong idea of what you want to send out—a postcard, a newsletter, coupons, etc.—and you should have an offer or promotion in mind. Why are you sending out this direct mail piece? What goal do you want to achieve? How will you entice potential customers? Plan these things out before you start moving forward with your direct mail campaign.
Running a Black Friday Direct Mail Campaign: Start Now!
As one of the biggest and most important shopping days of the year for many businesses, Black Friday should be given a lot of time and attention when it comes to developing a marketing strategy. Since Thanksgiving is less than a month away and Black Friday continues to invade turkey day, now is the perfect time to focus on running a direct mail campaign. Direct mail campaigns take some time and preparation, so getting started early is always a good idea, especially when it comes to such a massive shopping day. Make sure you’re prepared for Black Friday and don’t leave anything until the last minute.
Preparation is one of the most important things when it comes to getting out a direct mail campaign for Black Friday. You will need time to make sure that you have your mailing materials in order and that you can get it all sent out a couple of weeks before Black Friday. Keep in mind that you might need to spend time securing a mailing list, getting materials approved, and making sure everything is printed out ready before you can send everything out. Black Friday can potentially bring in a lot of business and keep people invested in your company for the rest of the year, so do your best to stay on top of everything.
Direct Mail Lists: What You Should Know Before You Buy
Direct mail marketing has continued to work efficiently for businesses and can be an essential part of a marketing campaign, which is why it’s so important to understand everything you can about direct mail lists. Since direct mail lists can make a huge difference in the success of your campaign, it’s crucial to spend the time to select the best possible list. The list, along with the offer and the creative, make up all the essential parts of direct mail campaign and they shouldn’t be taken lightly.
Many companies shy away from running their own campaigns because they lack a clear understanding of how direct mail lists work. However, a successful direct mail campaign has the potential to bring in lots of new customers, so it will be worth your while to gain a better understanding of the direct mail list buying process. Here are a few things you need to know before you buy.
Businesses looking into purchasing direct mail lists often don’t realize that there’s a difference between buying and renting a list. Many lists have the option to either purchase for endless use or rent for a one-time-use, but you should be aware that there are stipulations to each. Since direct mail lists are always changing and need to be updated as often as possible, renting a list is usually your best option. However, this usually means you can only use the list once, so if you plan on running multiple campaigns, you will have to rent a new list each time. Purchasing a list allows you to use that list as many times as you want, but there’s no assurance that your data will be accurate, and direct mail data becomes outdated very quickly. Since people are always moving and their residential addresses change, having an accurate and up-to-date list is absolutely essential to any direct mail campaign.
Last-Minute Back-To-School Email Marketing Campaigns
Back-to-school season is in full swing, and although many businesses think about conducting back-to-school marketing campaigns, sometimes the season creeps up on you before you can get your campaign underway. If you are interested in launching a back-to-school campaign, but are worried you may be too late, don’t give up yet; there is still time to take advantage of this marketing season. Now is the perfect time to launch an email marketing campaign. An email campaign, in place of or in addition to a direct marketing campaign, is a good last-minute marketing effort because it can reach potential customers quickly and takes less time to set up.
Although many people don’t realize it, the back-to-school season doesn’t end after the first week of school. Many college classes haven’t started yet or are just beginning, and students on the East Coast don’t usually head back until after Labor Day. In reality, the back-to-school season actually extends through the first month or so of school, so you still have plenty of time to send out an email blast that is school-themed.
You can utilize email marketing even if you’ve already done a back-to-school direct marketing campaign. Combining a direct mail campaign and an email campaign is a great marketing strategy and your potential customers will have a higher chance of doing business with you as a result. Most people will have to hear or see your marketing message at least seven times before they buy from you, so it’s important that you stay consistent and reach out multiple times before the back-to-school season is over.
Clever Direct Mail Creatives to Inspire Your Own Campaign
Coming up with ideas for your direct marketing campaign can be difficult, especially when you want to avoid doing the same thing over and over again. Not only do you want to catch the attention of potential customers, but you want to get them talking and sharing their experience with others. This can be difficult to pull off, but with a little creativity—it’s all possible! If you’re looking for a way to spruce up your direct marketing campaigns, perhaps these companies and artists can give you some inspiration through their own direct mail creatives.
IKEA Flat Pack
Although this marketing campaign wasn’t used by IKEA, it was an ingenious direct mail creative designed by Leo Rosa Borges. The clever pop-up of a bedroom set shows customers a 3D version of how the furniture would look. It’s an excellent way to advertise products that require assembly and it would certainly get people talking. (1)
Direct Marketing Campaigns: Learning From An Unsuccessful Campaign
Direct marketing campaigns can be an excellent way to generate potential customers and leads, but what should you do when you don’t get the results you were expecting? There are a lot of mistakes that can be made during a direct marketing campaign, but there are several important things you can do to ensure it doesn’t happen again. Remember, understanding and implementing what works for your marketing campaign may take some time—so don’t get discouraged!
If you feel like your direct marketing campaign was unsuccessful, it’s time to evaluate what the problems might have been. Common mistakes that often plague a direct marketing campaign can be easy to fix; learning from those mistakes will save you from stress and disappointment in the future.
Here are some problems you might have overlooked—
Why Direct Mail Marketing Works for Businesses
It might seem like direct mail should be dying out, considering the crazy digital age we live in, but this form of marketing is still thriving and it continues to work for businesses—if utilized as part of an integrated approach. Direct mail marketing remains effective and can be an exciting way to keep in contact with current customers and reach potential ones. Determining the best way to reach your target demographic and understanding the best course of action when it comes to direct mail marketing still yields successful results, as long as you approach with enthusiasm!
When deciding whether or not direct mail makes sense for your business, the first step is to evaluate your target market. If you’re focusing on a younger target demographic for your campaign, such as teenagers and college students, this might not always be the most fruitful option. It’s unlikely that teenagers in households are the ones going through the mail and it might be difficult for you to obtain the correct address for reaching a college student, considering they aren’t always in the same place. Those who have retired, stay at home moms, or other people who are likely to bring in and sort the mail every day, might be better suited for direct mail marketing campaigns. Continue Reading…
Digital Overload and the Power of Direct Mail Marketing
How many emails did you receive yesterday? Over 50? Over 100? As email marketing becomes more and more popular as a marketing medium, it is no secret that the number of emails filling up people’s inboxes is growing exponentially. Unfortunately, this is not a good sign for email marketers, because it means that every email has to overcome much more competition in order to get opened, let alone clicked on. We call this “Digital Overload”, and it severely limits the efficacy of email marketing efforts.
This concept of marketing overload is nothing new; it is a natural byproduct of any marketing technique increasing or decreasing in popularity. Direct mail has also seen its heyday in this respect. A couple of decades ago, when direct mail marketing was all the rage, we saw this same phenomenon: mailboxes were stuffed so full of promotional mail that the efficacy of each direct mail piece was significantly diminished.
As you may have guessed, this is why marketers are constantly trying to stay ahead of the game by discovering or inventing new marketing techniques before everyone else: They don’t want the efficacy of their marketing techniques to be diluted by a surge of popularity.
Direct Mail: The ‘Diamond in the Rough’ of Luxury Branding
Marketing for luxury items is a very different game from most traditional marketing strategies. Most items can be sold based on the usefulness or efficacy of the product; luxury items, on the other hand, are not about selling a product so much as what that symbol represents, be it wealth, glamour, or power. Luxury brand marketing is first and foremost about branding, because luxury items have very little to do with necessity and a great deal to do with image and lifestyle. As it turns out, direct mail is especially suited to luxury branding; one might even say direct mail is the ‘diamond in the rough’ of luxury brand marketing. Let’s explore why.
As mentioned above, luxury marketing is not about necessity. As such, your marketing materials should have one primary goal: Capturing people’s imaginations. Allow them to imagine themselves living the lifestyle that your products represent. There is nothing more powerful.
How to Measure Your Direct Mail Marketing ROI
Direct mail marketing campaigns can become expensive if not executed correctly, and especially during times of economic hardship, it is particularly important to back up marketing decisions with solid numbers. The most commonly accepted method of quantifying the success of a direct mail campaign is to calculate its Return on Investment (ROI). It’s not enough to simply know how much a campaign costs up-front; you also need to know how much revenue that campaign brought in, to determine whether or not it was financially worth the investment. Let’s walk through the process of calculating your direct mail ROI.
The first and most important step in calculating your direct mail ROI is to set up some method of tracking responses to your campaign. Unlike email marketing, direct mail marketing does not inherently offer tracking metrics like open rates and click-throughs, so it can be more difficult to find out exactly what kinds of responses your campaign is eliciting.