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Is Direct Mail still worth the resources?
The way products are marketed and advertised in 2013 is infinitely different to 5-6 years ago when direct mail was one of the most widely used form of marketing. In the multi-channel environment of 2013 marketers are asking if direct mail is still effective in reaching your audience and converting.
Despite being constantly associated with junk or spam mail which is often just thrown out without opening meaning wasted money for marketers and fed up recipients. However, if done correctly, direct mail is still a worthwhile channel for marketers. Most modern campaigns can be broken down into:
- Mailing lists
- Offers and messages
- Creative copy
- Timing
- Monitoring
The first two items on the last are said to account for 70% to 80% of your mailing campaigns success as many just go for the aesthetics and hope that their creativity alone will generate leads. This is not correct stance to take for direct mail.
A successful direct mail campaign involves segmenting your target audience and providing a tailored message designed to resonate uniquely with each segment of your target market. It’s about delivering a message at the right time and in the right format sparks a reaction which leads to a potential sale.
Make sure you are constantly testing your mail list and optimising your offering as your audiences needs change. Statistically, creativity does not have a profound effect on results however this aspect is still important. Experiment with different types of copy and see what works well as direct mail is after all, a copy driven medium. The wording is the all-important convincer and will make the all the difference.
When you are happy that you have a great mailing list, copy with elements of creativity and tailored messages for each of your target audience, think about the execution and timing of your direct mail campaign. Selling bucket and spades is hardly going to sit well with your target audience in December. Timing is often overlooked and is one of the biggest wastes of marketing spend.
Think about how often you want to reach your target market. Timing will most probably depend on the type of business you run. Take a look at past results and analyse when the highest response was at different times of the year. Sending mail to frequently is a sure-fire way of annoying your consumers and tarnishing your brand name.
For any direct mail campaign, you will need the assistance from a reputable mailing company who will be able to provide expert advice about your mailing needs. Orbital Mailing posess a large mailing house in the UK offering efficient direct mail services to a range of industries and sectors. Visit www.orbitalmailing.co.uk today.
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