The beginning of a calendar year is a great time to think about your marketing strategies and direct mail campaigns. Ever year Alexander’s helps lots of customers with strategy, design and executions of direct mail campaigns. So, before you get too far into your 2014 marketing planning process, consider these 4 ways to add flash and increase your ROI on your mailers.
1. Spend $100 on you very best prospect instead of $1 on 100 shots in the dark
Regardless of what your budget is, a more expensive, strategically targeted mailer sent out to a small number of people will prove more effective than a cheap postcard sent to thousands of prospects. Once you’ve compiled a well-researched mailing list, pick the top targets on that list, spend extra money on design, paper, size, or whatever it may be that sets your mailer apart. A more expensive piece, sent to a well researched target will yield better results.
2. Once a year, mail something crazy
Regardless of your business culture or brand, mailing something crazy will grab people’s attention because it’s unexpected. Crazy items could include video postcards, oddly shaped mailers, unique promotional items, or even food. Whatever crazy thing you decide to send, make sure it ties in the right messaging and includes a call to action.
3. Make your piece so substantial that it can’t be thrown away
We’ve found that the most effective mail pieces are also the most substantial. Lots of clients use triple thick papers, creative folding, white ink, or something that makes the item look and feel heavier, more valuable, and permanent. Substantial mailers make a stronger statement and are less likely to be thrown out.
4. Make sure your piece is the most obnoxious item in the mailbox
Every time we meet with a client on a direct mail project we make sure we always ask, “will this piece be the most obnoxious piece in the mailbox?” The average person skims over their mail, only opening items that stand out. If you see something so unique, loud or out of the ordinary, you’re likely to devote more time to looking at it or opening it. So why not make your piece so obnoxious that it’s unavoidable? Who really cares if someone has trouble getting the oddly shaped item out of their mailbox if it gets them to take a longer look at your mailer?
If you’re interested in implementing direct mail marketing into your marketing plan, we can help. We offer variable data printing and print consulting. Contact us for more information.
