Direct Mail is not dead! READ THAT AGAIN!!
There are so many ways to leverage direct mail to get real results for your business. There’s no question you might need to allocate a budget for this sort of advertising and marketing. However, direct mail works.
However, there are ways that you can improve the results and ensure you win with your direct mail campaigns.
Here are 6 ways you can win with Direct Mail:
1. Variable Data Printing
Did you know that there are printers who will segment mailers into small batches to print personalized information on mailers?
It’s called variable data printing. You can choose to print mailers based on user’s geographical information. For example, if you were targeting a nationwide audience, you might use a different mailer for each state featuring an iconic image or landmark like the Empire State Building for New York, The Liberty Bell for Philadelphia or the Everglades for Florida.
2. Personalized URLs
One of the coolest ways to bring your direct mail campaigns into the digital age is to give personalized URL (PURL) or a Custom Domain. Assigning this domain to a special page so that when a prospective customer enters it into their browser, they’ll land on your campaign page (Which is ideal for tracking)
3. QR Codes
Another thing that you can do is combine mobile marketing with Direct Mail by including a Quick Response (QR) Code on your mailer. A QR code is similar to a barcode but it can store up to 100 times as much information.
Mail recipients can scan the QR code with they smartphones and from there, the sky’s the limit. You can use your QR code to direct people to a specific URL or landing page, provide them with personalized coupons, or give them access to exclusive content!
4. Pop-Up Mailers
One classic example of a Pop-Up Mailer technique came from retailer IKEA. They sent out a mailer that popped up and turned into an IKEA table when it was removed from the envelope.
The mailer was fun and creative and made a big impression with their customers.
There are thousands of ways you could adapt this idea for your business. The key is to choose a pop-up that represents you, your product or your service.
5. 3D Mailers
A variation of the pop-up mailer is creating a 3D mailer.
Instead, of simply sending a boring postcard or envelope, consider sending them a larger item, such as a poster, in a tube, or brochure with a USB drive cut out. Another idea is to enclose a sample of your product.
This technique isn’t new – but still works!
It’s especially effective if you’re launching a new product. Again, don’t be afraid to get creative with these ideas!
By the way…a 3D mailer is more likely to be opened than a letter.
6. Co-Op Jumbo Mailers
Lastly are Co-Op Jumbo Mailers!
If you’re not familiar with Jumbo Mailers, local marketing companies sometimes offer a co-op mailing opportunities. These co-op’s typically have a bunch of local companies who pull their advertising resources together to mail our their advertisements of coupons on one single ‘jumbo’ post card.
This brings the cost down and makes direct mail accessible for most local business participants.
We are considering running a Jumbo Mail Campaign in the near future. If you are interested in getting more info on this, contact us here.
I hope you found some value here with these 6 Ways You Can Win With Direct Mail!