Weatherall LogoYes, Direct Mail is still alive and kicking and should have a place in your marketing strategy for 2014. In 2011, businesses spent almost $48 Billion on direct mail marketing. And, it isn’t slowing down with direct mail spending forecast to increase 3.6% through 2014.

Here are 10 tips to consider when designing your next direct mail campaign.

A Good, Clean List
The right mailing list is the key to your campaign’s success. Profiling your current clients and members is a great place to start.

Clear Offer
Be clear about your offer. Direct Mail works best when it is specific.

Be Creative
Get creative with your campaign, but don’t put it before steps 1 and 2. 80% of the success of your campaign will be determined by the list and offer.

Test, Test, Test
Test different offers and designs. Direct Mail is easily tracked. You can segment 10% of your list and experiment with different offers and designs.

Personalize Your Campaign
Personalize the copy and images. Incorporating the prospect’s name into the copy will increase  your response rate. Even better, use relevant information such as gender and ethnicity to version each piece.

Plan for the Majority
Make sure you plan for the majority, not the exception. Obsessing over the gentleman who goes by “Jim” but “James” was on his mailer does not ruin the campaign. Correct it and move on to the next mailing.

Make Responding Easy
Have an online response mechanism. It can be something as simple as an email address, or a more personalized approach using a Personalized URL (PURL).

Pair Your Direct Mail with Other Marketing Channels
Consider pairing your direct mail with other marketing channels, like email. When an email address is available, coordinating the delivery of the email with the mail piece drives up responses.

Repetition
Commit to more than one mailing. Direct Mail has a drip effect that increases the likelihood of a response through repetition.

Contact Weatherall Printing at 800-273-6043
Call us and let’s get started on your next direct mail campaign.

Don’t miss out on a great opportunity to get your prospect’s attention and grow your business.