![]() I – Interest: Raise interest by focusing on and demonstrating advantages and benefitsĭ – Desire: Convince customers that they want the product or service and that it will satisfy their needsĪ – Action: Lead customers toward action and/or purchase decisions Crafting a compelling call-to-action (CTA) Use a principle like the AIDA formula below to help you determine what to send and prepare clear copy and a desirable offer.Ī – Attention: Attract the attention of the prospect/customer On the contrary, direct mail is just as much about personalized and timely offers that are directed toward the right people based on all available customer and prospect data. It’s recommended to flesh out segments of your target accounts and use fit, behavioral and intent data from your CRM, marketing automation, and predictive platforms to ensure you’re reaching the right audience.Ī modern misconception about direct mail is that it’s a “one-size-fits-all” strategy. You need to identify which stage of the buying cycle they’re in and then align your direct mail offers to prospects accordingly. It’s important to take into account your target personas when building your mailing list. Most successful campaigns see a 1-5% response rate, but tracking other metrics, such as conversion rates, is just as important. Postage (first class, standard, presorted, etc.).Type of mailing (postcard, large envelope, etc.).Some variables to consider when determining the exact cost include: Overall costs can vary greatly for a direct mail campaign. When launching a direct mail campaign, employing a cost-benefit analysis is a pragmatic way to measure the results. Your direct mail objectives should be part of an integrated marketing approach and should vary based on your prospects and their stage in the buyer’s journey. Above all, be patient with the outcome, snail mail equals slow results, it might take a while to see a difference in conversions. Having a solid understanding of your market will help you define clear objectives for your campaign and have a product that is mature enough to appeal to a broad audience. Distribute your direct mail campaign to a large enough group to test the results.Ensure you have enough data to launch a targeted campaign with a segmented audience.Plan your campaign details with creatives, calls-to-action, design and personalization.Attempting direct mail more than once, as mailing regularly is a requirement of successful direct mail campaigns.Setting a budget and allocating enough resources to various marketing channels.Prior to determining the content and logistics of your campaign, here are some objectives that will keep your direct mail campaign organized: How do I build an effective direct mail marketing campaign?ĭirect mail marketing campaigns can yield many beneficial outcomes including increased lead volume, site traffic, demo sign ups, etc.How do I know if direct mail marketing is right for my business?.Believe it or not, direct mail can be just as effective and have the highest response rates and competitive cost-per-acquisition as email, social media and display advertising.Īs a marketer, you might be asking yourself two questions: Studies have shown that using a Johnson box in direct mail letters can boost response rates by up to 40 percent.When contemplating your next lead capture strategy, don’t write direct mail marketing off just yet. This box contains the most important message that you want to make sure readers take away from the letter. Also, don’t forget to include a “Johnson box” at the top of every direct mail letter. It must include at least one concrete reader benefit in order to get readers’ attention and draw them into the rest of the letter. A Benefit-Oriented Headline - Your headline is perhaps the most important component of a direct mail letter. Here are five components of a successful direct mail letter:ġ. Given the ongoing importance of direct mail as a marketing tool for automotive dealerships, it’s a good idea to brush up on some of the basics of writing a good direct mail letter. In fact, 63 percent of the millennials in the survey who responded to direct mail actually bought something. The statistics were consistent across all age demographics, including tech-savvy millennials who supposedly shun non-digital communications. More than 70 percent of all survey participants said they had responded to a direct mail piece within the past three months - and 20 percent said they’d responded to direct mail within the past week. A study conducted by InfoTrends and Prinova determined that direct mail is still an effective marketing channel.
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