Lots of people ask us if print mail campaigns are still worth their money. Traditional mail is still a viable way to attract customers to your next sale, promotion or marketing event; but if you don’t invest wisely it can cost you a lot of time and money and yield very little pay off. However, we find that when clients strategically plan and execute mail campaigns, they are often the most successful element of their marketing mix. These five tips will help you determine where to allot your resources to ensure an effective print mail campaign.
Spend enough to get an appropriate ROI
The old saying “you have to spend money to make money” rings true with print mail campaigns. To reach the greatest amount of customers, and to attract the most new business, you need to send something so eye-catching that recipients won’t be able to forget it. That’s why it is wise to spend a significant amount of your campaign budget on the right materials, an attractive design and first class postage.
Design time is cheaper than postage
Sending your customers an unimpressive piece is like saying, “Here, throw this away for me.” Paying the postage on something like that is a complete waste of money! We find it funny that lots of our clients don’t want to invest in good design, even though their postage costs won’t yield results like good design will. It’s important to remember that contracting a designer is not only worth the money, but it is cheaper than postage! Invest money on a beautiful piece and you’ll find your ROI is much higher.
Prototype everything
When designing a printed piece, it is always important to get as close to the “real thing” as possible. A design might look great on a computer, but once it’s on paper you might find that the colors don’t pop like you wanted, or the folding isn’t exact. Prototyping may cost a little bit of money, but it will pay off by preventing even more costly issues that often arise when it’s too late to make changes to your mail piece.
Giveaways rock
Giveaways are a great incentive for people to take action. Attaching special offers to your print mail communications is a great way to engage your customers, and if you give them something they like, they are sure to pay attention to items you send them in the future. Make sure that you’re giveaways have purpose behind them. You may offer something to your target to build a better relationship, or to collect contact information.
Follow up
Even if your mail piece makes an initial impression on the recipient, don’t let them forget you. Reach out to them with follow up phone calls, email or invitations to your next event. Include links to your website on your printed pieces and monitor visitors. You’ll know your campaign was a success when your customers take action, but you’ll need to follow up and motivate them to do so.
If you would like Alexander’s to help you design and execute a successful print mail campaign, please contact us.
