Statistically speaking, the average open rate for email
marketing is 30%. Though this is a successful rate in e-marketing terms,
you are still not reaching a big number of recipients. Why don’t you
combine marketing efforts and put Direct Mail into action.
Mail can be a more expensive mode of communication, but when targeted
it can bring about the positive results you are looking for. Did you
know that 98% of consumers bring in their mail the day it is delivered
and 77% sort through it immediately after receiving it? And according to
the United States Postal Service, 55% of consumers look forward to
discovering the mail they receive.
So, why not put together a Direct Mail campaign that targets the contacts that did not open your previous email campaign?
What should you consider when creating it?
Adding a personal touch.
Take advantage of the opportunity to personalize your message by
addressing your customer’s name and/or company and appealing to their
interests. With a service like Sage E-marketing for ACT! you can fully
automate this process with mail merge tools.
Benefits that stand out.
You need to ask yourself two questions: How will my customers benefit
from this product/service? And how does my product/service compare to
its competition? The keyword in the first question is “benefit.” Your
recipients will want to know what is in it for them. Then you also need
to stand out beyond your competition. How are you benefits greater than
those of your competitors?
Use design elements that demand positive attention.
You have created benefit driven copy that needs to be read. Design is
the final touch to tie each element into a successful visual message
that engages and entices your readers to take action. Here are a few
things to consider:
• Clean and simple design outweighs big, bold, colorful and cluttered • Pick one relevant feature to dominate the postcard • Make your headlines stick out with bolder type and size • If you use images, make sure they are relevant to your message and to your reader • Make sure your call-to-action is easy to find and to act upon.
Track its success.
Every direct mail piece should have a call to action. A call to action
should always have a next step. The next step will most likely lead to a
landing page that will encourage the participant to sign up for an
event, purchase an item, start a free trial, download a report, and
more. Through the landing page you will be able to see how many people
took action. By tracking those results you are better equipped to
analyze what’s working and where you can make changes to ensure the
greatest response rate.
What else would you add? Share your successful Direct Mail campaigns.