Direct mail marketing is a tried-and-true legacy marketing technique that has proven successful for a wide variety of industries. But consumers are inundated with direct mail pieces, and it’s easy for your direct mail marketing pieces to go straight to the “junk” pile. Our team of professional graphic designers can create direct mail designs that will make a lasting impression with captivating imagery, compelling copy, and an irresistible call-to-action. Increase your direct mail advertising ROI with an expertly designed direct mail piece from Alliance Design.
There are many different types of direct mail pieces you can use in your direct mail marketing campaign. The type you choose depends on your budget, goals, targeted audience, and branding.
- Envelope: An envelope can contain a letter, brochure, flier, coupon, or any combination of the above. An envelope can appear more personal than other types of direct mail as it causes customers to engage as they open it. Letters are easily personalized and allow for more conversational sales text than a typical brochure or flier. Fliers are quick and to the point – they are intended to provide specific information on your products or services. A brochure is a slightly more involved flier, which often includes more imagery and details about your company.
- Self-mailers: A self-mailer is defined as a direct mail piece that needs no envelope – it folds in such a way that there are multiple panels on the inside, while the outside carries the address and postage information. Self-mailers are cost-effective and quick to produce, but they can often be construed as “junk mail.” If you choose a self-mailer, it’s imperative that you have an expert graphic design team create a high-quality piece that will reach your customers – and not just their trash can.
- Postcards: Postcards are often the most inexpensive type of direct mail. While they can also be seen as junk mail, the fact that they do not need to be opened can increase the chances of your customers seeing your marketing messages.
Benefits of Direct Mail Marketing
- Targeting opportunities: Whether you are using a customized list or targeting a specific zip code, you are able to understand the specific demographics of the consumers you will be reaching.
- Scalable Budget: Direct mail marketing can be done efficiently on a very low budget, but it can easily be scaled up as your marketing budget increases.
- Measurable ROI: There are many ways to measure the efficacy of your direct mail campaign, so you can know exactly how well your marketing dollars are working.
- Controlled Response: A small business may not be equipped to handle a large influx of business generated by a large marketing push – with direct mail marketing, you can control how many targets you are contacting to ensure you are capable of handling all the new business, and then scale your efforts up when you are ready.
- Quick Deployment: Direct mail can be executed in a matter of weeks compared to the months it can take to secure advertising space in a magazine or on a billboard.
- Testing: Direct mail offers a unique opportunity to test different marketing offers on your target audience – this will hone your brand messaging and provide ongoing improvements to how you communicate with your customers, increasing response rates over time.
Types of Direct Mail
- Every Door Direct Mail (EDDM) is exactly what is sounds like – direct mail pieces are delivered to every postal customer within a specific region of your choosing. This is especially effective for local businesses looking to increase customer base in a highly targeted area.
- Specialty Mailing Lists can be rented or purchased from third-party advertisers. Lists can be targeted based on demographics, purchase history, or geographic area. Often, you can customize based on multiple criteria.
- Cooperative Direct Mail is a piece of direct mail including multiple businesses. Cooperative pieces are usually compiled by a local company and include small local businesses. One of the main benefits of cooperative direct mail is that the cost is split among multiple businesses. Learn more about cooperative direct mail opportunities.
How to Create a Direct Mail Campaign
- Understand your targeted audience. Whether this means you know you are targeting mothers of children aged 1 – 6 who spend $200 on groceries each week or you simply want to target a zip code, knowing who you want to reach is the first step.
- Find your list. You can go straight to the postal service if you just want to target a geographical area, or you can obtain a list from a third party if you want more precise demographic targeting.
- Create your direct mail piece: You can’t just mail your generic business cards or brochures – the messaging on your direct mail piece needs to appeal specifically to your audience. Even if your services are universally appealing, you wouldn’t sell them to a 67-year old motorcycle club member the same way you would sell them to a young mother of three. Your direct mail piece needs to be aligned with both your brand and your targeted audience, and it also needs to be expertly designed with compelling copy and an effective call-to-action. Email us to learn how we our expert design piece will create your direct mail piece.
- Coding: Effectively coding your direct mail piece will allow you to measure the results of your campaign.
- Testing & Running the Campaign: Depending on your budget, you may choose to test your campaign before investing in a full mailing. A test usually involves sending your direct mail pieces to 10 – 20% of your list to gauge response rates. Your budget and desired ROI will determine whether you decide to go ahead with the full-scale direct mail campaign. Results from your test will also give you insight as to how many pieces you can mail at a time while still handling the influx of new business.
- Manage Responses: If your campaign was designed to generate leads, you should have a plan for how you plan to handle them before the pieces are mailed out. If the goal is to get customers into your physical (or virtual) location, make sure you’re prepared to handle the additional foot (or website) traffic.
- Measure the Results: Your test probably gave you a good idea of how the campaign would perform, but examine the data to determine which demographics are the most responsive so you know how to better focus your results in the future.