Are you a marketer who regularly uses direct mail?
Here at Structural Graphics, we’re big proponents of print marketing and have applauded its ability to generate feedback, loyalty and, ultimately, sales. However, if you’re not using it properly, these pieces – and leads – can end up in the garbage.
To help you better succeed with your direct mail campaigns, we’ve compiled this list of common blunders that can hinder your prospects.
- An unclear message: Does your headline match your CTA? Do your graphics tie into your angle or story line? Is your copy clear, concise and appropriate for your audience?
- Wrong audience: Do your research beforehand. Consider not only the age, location and interests of your target demographic, but also the appropriate time of year to contact them. For instance, tax season may not be the appropriate time to contact small business owners, and members of a senior housing community likely won’t respond to real estate marketing.
- Being too self-indulgent: There’s a delicate balance between asserting your strengths and overindulging in them. Recipients don’t want front row tickets to the “Me Show”; they care about “What’s in it for me?” Great marketing always focuses on the recipients, not the business or agent reaching out. Highlight your brand’s value by showing how your product or service can help change people’s lives, making them easier or more fulfilling.
- No contact info: Print or digital, your marketing should always have the first and last name of someone for the recipient to contact. This simple touch point creates a connection between the consumer and your business, and saves them the hassle of having to go looking for someone to reach out to.
Print and digital. Digital and print.
These two forms of marketing, once separate, are now (combined) the key to what could be a powerful integrated marketing strategy, especially as postal rates and paper costs continue to drive up companies’ budgets. While it’s instinctive that organizations looking to slash operational spend decrease print and postage costs, print is still preferred by 60 percent of customers.
How do you find perfect harmony between managing rising print and mail costs while still maintaining an excellent experience for the consumer?
The answer, according to Matt Swain from Broadridge, is choice.
He posits in this article that organizations are “in a position to create a more strategic alignment between their print and digital communications” by going “phygital” – combining print with digital.
As businesses look more favorably at incorporating integrated marketing campaigns into their strategic plans, many are redesigning their print communications in order for them to complement their digital counterparts. Part of this move includes bridging the gap with technology.
QR, AR, VR and more allow businesses to introduce themselves and their products in a “paperless” way. We’re seeing these technologies drive customer engagement and strengthen customer-business relationships. Plus, the use of this technology may qualify your business for an upfront 2 percent USPS postage promotion discount that is in effect for 2019. Not to mention, combined with a high-impact dimensional printed format, the engagement level of each marketing campaign which includes these technologies increases.
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