With so much of common marketing practice surrounding digital tools these days, it’s easy to lose sight of the methods that have been used for much longer. Direct mail is a perfect example. You may be surprised to know that it can still get the job done!
More Effective Than You Think
When combined with digital methods, the effectiveness of a direct mail campaign can be measured and tracked in ways that are similar to an AdWords campaign. If your mail directs a lead toward a specialized landing page, you’re on your way to getting great data out of a versatile hybrid approach. The upside of this over email-only campaigns is that mailouts, when designed and written well, can be a bit harder to ignore than an email in an inbox of, say, fifty or more unread messages. It also covers your bases in terms of demographics that are less attentive to email.
Addressed or Unaddressed?
Whether you want to personally address your leads depends on a few factors. Are you hoping to cover a large-scale pool of prospects in a new area and significantly raise awareness of your service? Unaddressed is better equipped to do this. Is your campaign meant to make more specific offers based on data you already have on the area and the recipient? You might want to put together an addressed campaign. Keep in mind that they each have their drawbacks. Unaddressed direct mail is less personal and can get lost in the noise of other nameless mail, and addressed material can end up at the wrong address or with the wrong person if your data isn’t up to date.
Whichever of these options you decide, there are things you’ll want to make sure to integrate into most campaigns. Firstly, when a prospect checks their mailbox, they may be confronted with a variety of campaigns from different businesses. This means yours needs to stand out. Eye-catching design and good copywriting are necessary to make sure this happens. Another indispensable component is a discount or special offer, which won’t be complete without a clear call to action. Including a worthwhile incentive could mean the difference between a conversion and your mail out in the trash!
Keeping an open mind to all marketing techniques, new and old, can bring your business to new heights. Get in touch with CAYK today at (403) 456-0072 to learn more about the possibilities!