There is a resurgence in Direct Mail at present and it is increasingly becoming a key part of many successful marketing campaigns today driven in part by the overabundance of digital communications that swamp us each day and in part by the increasing costs of digital advertising. The return on your investment in direct mail can pay dividends when compared with other direct forms of marketing if you get the basics of mailing right.
To me a good direct mail campaign is one to one print that positively promotes your product or service in an appealing manner to someone who may be interested in purchasing at a time they may want to buy. This may sound obvious but what I see in practice are many examples where the approach to mailing emulates the dumbed down digital approach used in emailing campaigns of let’s email everybody we know with everything we want to tell them as often as we can until we wear the customer down and they purchase. And the outcome of this is the increasing use by the recipient of the delete key and the assignment to the spam bin. Over half of emails sent are deleted within 2 seconds of being received.
So if you are contemplating undertaking direct mail there are five essentials you need to consider to get the best return on your investment and generate the sales you desire. They are:-
- Product – what is it that you wish to sell or promote? What are its key features and strengths? Who are the competition and what puts your product apart from them? What is it that triggers your customers to purchase? What role does your brand play in triggering purchases? Are your prices competitive and are there offers you wish to make to encourage the purchase? Understanding why your product sells is the most important of the five essentials. As this information is key to your business, it should be knowledge you already know backwards, though writing the answers down can sometimes be more difficult than it may seem.
- Creativity – how do you best describe your product to the potential customer? The mailing piece is your shop window. You may wish to highlight something unique, you may wish to make a special offer. It needs to accentuate the positive. It’s all about drawing the customer’s eyes to the mailing piece when it arrives through the letterbox. It’s also an opportunity to introduce or enhance the brand to the prospective customer. Mailing pieces can vary from the simple postcard that drives the customer online through to the full catalogue. Design can be simple or creative but needs to be eye-catching. It needs to stand out and attract the recipient to pay attention on receipt.
- Data – who are the target audience that might buy your product? Too often I see mailings where the approach is to mail everyone or to choose recipients randomly. As a minimum ensure your data is audited and that duplicates, deceased and goneaways are removed from the data. This is a no-brainer as the costs of cleaning the data is usually outweighed by the savings in mailing costs. There are a whole range of data techniques that can then be used by looking at your existing customer base to work out what sort of person is likely to buy your products, or conversely who not to mail as they are unlikely to respond. These techniques include demographic profiling, data segmentation, RFM analysis of your existing customer data and more advanced techniques such as Chaid and basket analysis. A blanket approach to mailing data will not never maximise the return on or investment.
- Personalisation – print works but what really works is personalised print and, in today’s world of digital printing, every mailing item in your mailing has the potential to be different, personalised to the recipient. Direct mail is a form of communication with the potential customer and communication is a two-way process. We need to show why we think the recipient might want the product. The mailing piece needs to connect the product being promoted with the potential customer in some way, and as we are all different. This may involve personalising the mailing through words or imagery that show we know who you are and why you might want our product.
- Timing – for many mailings this can be difficult to achieve, however consider what the ideal time is for the mailing to land. It might be related to where we are in the year or a specific event, for example you don’t sell Christmas trees in February. It may be the day of the week, for example family holiday decisions tend to be made at weekends so why not time the mailing to land on a Friday. It may be related to when a previous purchase is likely to expire. However, unlike digital forms of marketing, mailings stick around the house or business far longer on average. They get filed for future reference, they get pinned to the notice board or stuck to the fridge or left on the mantelpiece or coffee table.
There is no simple answer to what response you will get to your mailing before the mailing takes place. At the end of the day, key to all of this is whether you have a product or service that people want. However if you address the five essentials above you will move towards maximising the response you can get from the direct marketing activity. What we do know about response levels are that if you can find that sweet spot of who to mail, what to mail, how to connect to the potential customer and when to mail you will be able to repeat the process time and time and achieve similar returns. Keep refining the essential steps and you will see these response levels continually rise.