If there’s one nightmare scenario for every company who starts a direct mail campaign, it’s putting lots of effort and expense into a promotion only to get nothing in return but crickets. Engaging your target market is crucial, otherwise your printed materials just end up in landfill.
Create the Right Impression with Color and Design
You only have one chance to make a good first impression. When your direct mail lands on the doormat or is fished out of mailboxes, make it instantly appeal to the recipients:
- Design – bold, bright, daring or original, the design of direct mail campaign materials should appeal to the age, gender, location or interests of the audience. Catch their eye, pique their curiosity, and make them look twice.
- Colors – fresh and appealing colors stand out amidst the dull browns and plain whites that dominate other mail. Have specially designed envelopes, or consider postcards for something instantly appealing.
- Branding – Don’t lose sight of who you are, what you do and how you do it. Whether you’re selling a widget or promoting a special offer, keep designs, language and tone within your branding boundaries.
Marry Message to Market
Striking the right tone will cut straight to the emotion you’re hoping your message will provoke. It’s okay to be courageous and maybe even a little outrageous if your understanding of your target audience is good and you know they’ll appreciate your humor or language. Knowing when and how to provoke a little controversy is key – obviously if you’re a funeral director you’re not going to strike a jokey, irreverent tone. Get straight to the point and use the kind of language your audience would use, saying what you need to say in as few words as possible.
Include a Clear Call to Action
Make it easy for recipients to take the next step by asking them to do just one thing, and making it as clear as day what that one thing is. It could be:
- Scan a QR Code
- Like you on Facebook or follow on Twitter
- Return a tear-off slip
- Give you a call
- Place an order
- Visit your website
- Request more information
If you ask people to do two or three things (or even give them a choice), the chances are good they won’t do anything. Make the response process one step, quick and easy, and more people will follow through.
Too often, companies focus on winning new business, neglecting existing customers in the process. You see it all the time:
- Special offers for new customers
- Annual discounts for new business contracts
- Money off with first orders
Once you’ve built up a good list of people who’ve already bought your service or ordered your products, create a direct mail campaign just for them. It’ll catch their interest because they’ll feel personally rewarded.
Engaging your target market needn’t be a worrying challenge. Understand your audience, have a clear vision of your campaign goals, and get to the point quickly in your written copy.