Can Direct Mail Work For You? Absolutely….Maybe
The progression of the internet and all the communication techniques it has to offer has made it seem like direct mail is a thing of the past. On the contrary, direct mail still has a great deal of life left in it. All that matters is what you put in the envelope. Sometimes it’s all a matter of what mailing envelope sizes you choose. As long as people still receive mail the old-fashioned way, there will still be opportunities for direct mail campaigns. You need to look at all possible opportunities when addressing your customers.
If you’re wondering what your customers want from you, you should just pay attention to the way they respond to your advertising campaigns. The advertising campaigns that are working will get great results while the ones that fall short will be rejected pretty quickly. Customers aren’t going to beat around the bush, especially if you’re doing something that annoys them. They will write, call, or come to your office to tell you to stop doing something they don’t like.
What do you do when you’re faced with a direct mail campaign that isn’t getting the results you want? You look at everything from the mailing envelope sizes you’re using down to the content of the messages you’re sending out. This painstaking evaluation process will tell you what you need to change. Odds are you won’t need to change anything. Customer bases are fickle in terms of how much or how little advertising they’re willing to receive. You could write an immaculate message, and it will still fall short of what you expected.
Your direct mail envelope should have everything you want the customer to know about your business along with a call to action. The call to action is key because it tells the customer what’s expected of them. Without this call to action, the customer would likely just throw the envelope out. They need to have something staring them in the face that says “Here’s what you need to do and how you’re going to do it.” Using this information, they either have the option to contact you or move on.
The big thing about a direct mail campaign is putting yourself out there. You’re dipping your toes into waters people use to frequent before they moved onto the more high-tech waters down the road. You have to prove yourself or else wind up sitting at the bottom of the junk pile or under other mail in the recycle bin. Your direct mail campaign needs to wind up on someone’s fridge or dining room table. It should remind the recipient that there’s a can’t- miss opportunity and they need to remember it.
Every time a person checks their email they have the option to click one button and move on before opening that message. Luckily that’s not the case with direct mail envelopes. A person has to look at the envelope and possibly open it before they head over and physically throw it in the garbage. In that small window, you will be able to make a good first impression.