Direct Mail Marketing: Think It’s Boring? Think Again. | MODsocket

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Direct Mail Marketing: Think It’s Boring? Think Again.

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Direct Mail Marketing: Think It’s Boring? Think Again.

by Donovan Dillon Contributor

Posted on May 22, 2012 16:20 PM

Many businesses have turned away from direct mail marketing, believing that consumers are more likely to react to electronic forms of advertising than the old-fashioned “snail mail” versions.  However, a recent survey found that 64% of consumers surveyed indicated they value information that arrives in their physical mailbox, and that 92% had taken action on a promotion that they received via direct mail.  Direct mail marketing continues to be a valuable way to reach customers, provided the campaign is done correctly. Here are a few basic recommendations for creating an effective direct mail marketing campaign.

Know Your Customer

When creating a direct mail marketing campaign, it is crucial to understand the market you are attempting to reach.  This requires some research and data collection on your part in order to understand shopping behaviors, attitudes toward types of campaigns and trends, as well as indicators of your target audience’s lifestyle. Understanding these factors will help you to create an effective, targeted direct mail marketing campaign. 

Content over Appearance

Although glossy, flashy mailings may appeal to some consumers, a direct mail marketing campaign that lacks quality content will not net the desired results.  Many experts say consumers respond to advertising that offers them a solution to a problem, and less to marketing that focuses on the specific product.  A direct mail marketing campaign that informs a customer why your product or service will improve their life will have greater success than just showing a picture of the product.  People tend to respond based on emotion as well as logic, so create a campaign that also appeals to a person’s emotional side, and use a call to action that gives them a logical reason why they should choose your company.

Personalization

One of the most important things to remember when creating a direct mail marketing campaign is to personalize the mailing as much as possible.  Address letters with the customer’s name and avoid using formatting that makes the mailing appear to be a form letter.  Create a targeted direct mail campaign using your customer’s shopping habits and attitudes to personalize the mailing, offering services, products or discounts specific to their previous shopping behavior.  Be sure that the mailing contains an offer and enough information for the customer to accept the offer—and don’t forget to include a way for them to respond to the offer.

How MODsocket can Help

Despite the trend towards online marketing, Direct Mail marketing is still a valuable method for reaching specific target markets as long as you follow a few simple guidelines.  MODsocket can help you with list creation, campaign design and campaign execution. For more information regarding direct mail marketing, visit the MODsocket direct marketing resource page.


About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.