Direct Marketing for the Modern Marketeer
Despite direct marketing being around for over 100 years and the rise of social media changing the marketing landscape forever, it is still one of the most effective channels within the arsenal of many marketeers.
For instance, almost half of us read or scan the mail we receive and it requires 21% less cognitive effort to process than equivalent email content. Emails are usually disposed after 17 seconds, compared to 17 days for mail content and for every 36 emails, we receive a single mail item.
So we know mail is simpler to process and resides in a less crowded space, but does it really make any difference?
Prospects are 15% more likely to respond to a mail item if they have never engaged with you before and 68% of marketeers stated that a combination of digital and direct mail marketing increased website traffic.
With that in mind, what makes a successful direct marketing campaign?
Before diving straight in, thoroughly review the performance of similar historic campaigns. Use data you have collated and reported on to understand what worked well and what did not. This can form the foundation of your next campaign.
There really is no getting around this one, content is king! Create engaging content with striking, relevant images that relate well to the text copy. Be sure to support any statements you make with facts and figures that help the recipient understand how to measure the impact of your key points.
3. Target Audience
If content is king, context is queen! Take time to understand who the ideal customer profile and buyer persona is for this campaign. Perform intelligent data segmentation to include those likely to produce the best outcome. This process is particularly important given the cost per unit being much higher than other marketing channels.
4. Consider A/B Split Testing
Depending on the complexity and overall volume of recipients, its worth looking into testing the content first and observing which one yields the best results. This process could save a lot of pain down the line as any obvious content flaws could be caught and dealt with before the launch.
5. Report, review and reassess
After every campaign has ended, it is crucial that you perform thorough analysis. Understand what findings exist in the data. Asses the performance of the content, audience and any testing. Results from this campaign should be reported back to key stakeholders and used as a foundation for future campaigns.
* Statistics used have been taken from our partners and various other publicly available sources.