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As a consultancy providing expertise in this field, I don't know about you but my inbox is rarely empty, and most of it is fairly generic, mundane emails about products I won't buy and heading for the bin before I even look at it, but those that catch my eye are really where it's at. Those the diamonds in the rough that are much more than likely to separate me from my money.
We now live in a digital world where emails flood inboxes every hour seemingly and social media feeds are oversaturated with advertisements we all too easily ignore.
Even in this ever-increasingly virtual world we live and work in, direct mail continues to stand out as a powerful tool for small to medium businesses (SMBs) to connect with their target audience.
Direct Mail Content Starts With You!
Creating any old flyer is easy, but crafting compelling direct mail content that really hits the mark requires a strategic approach to captivate recipients and drive action.
In this guide, we'll explore a number of effective strategies (8 in fact!) that we use with clients and best practices we've established for SMBs like yours to create engaging direct mail messaging that resonates with your audience.
1. Understanding Your Audience
The first step in resonating with your audience is knowing them. Before diving into the content creation process, it's crucial to understand your target audience. Who are they? What are their pain points? What are their desires and preferences?
To find out you should conduct market research to gather insights into your audience's demographics, psychographics and behaviours.
This information will shape the tone, messaging and offer of your direct mail campaign, ensuring relevance and resonance with its recipients.
2. Personalisation is Key
One of the most effective ways to make your direct mail stand out is through personalisation.
If you're unfamiliar with direct mail, you might not think that mass-produced flyers, posters or brochures can be personalised but that's not the case.
Nowadays, with modern printing techniques you can easily add things like;
Personalised URLs (so you can track who's clicked them)
Offers bespoke to each customer (or a subset of them).
Personalised promotion codes.
Personalised areas of text, from a single sentence to full paragraphs.
Locations and related variable imagery.
Price ranges.
According to data from JICMAIL, if you personalise your mail, it’ll be read and re-read 4.5x times on average.
Another survey in 2021 by Accenture entitled Life Reimagined, reported that customers expectations have changed in that they are seeking 'to do business with brands that make them feel valued, that offer a seamless service, and that respond rapidly with tailored experience.' That can be you!
Where possible address recipients by their names, tailor content based on their interests or past interactions with your business, and segment your audience to deliver highly relevant messaging.
Personalised direct mail not only grabs attention but also fosters a sense of connection and engagement with your brand.
3. Compelling Copywriting
The success of your direct mail campaign hinges on the quality of your copywriting.
Keep your messaging clear, concise and compelling. Start with a captivating headline (which can also be personalised) that piques curiosity and entices recipients to read further.
Focus on benefits rather than features, addressing how your product or service solves their problems or improves their lives.
Use persuasive language, storytelling techniques and calls to action (CTAs) that prompt recipients to take the desired next step, whether it's making a purchase, visiting your website, connecting on social media or contacting your business.
4. Visual Appeal
In addition to compelling copy, the visual elements of your direct mail piece play a crucial role in grabbing attention and conveying your message.
Invest in professional design that reflects your brand identity and aligns with the preferences of your target audience.
Use high-quality images, complementary colours and typography to create visually appealing layouts that draw recipients in.
Incorporate eye-catching graphics or illustrations to complement your messaging and make your direct mail piece memorable.
5. Offer Value
It's easy to think that direct mail just ends up in the recycling bin, but that's not the case.
60% of direct mail is opened by it recipients, but doesn't mean it will automatically get acted upon.
The obvious next step is to make them read it, and while this may be hard to do using other mediums, it’s relatively easier using direct mail.
Around 40% of the direct mail recipients actually read its content. When you bear in mind the average email open rate is around 21.5%, direct mail gives you the best chance of communicating with your audience more effectively.
This value also needs to make financial sense for you. Advertising via direct mail delivers, on average, a £14 Return on Investment (RoI) for every £1 spent.
With all that in play, the best way to incentivise recipients to respond to your direct mail is to offer them something of value.
Whether it's a special promotion, a discount, free sample or exclusive content, make sure your offer is compelling and relevant to your audience's needs and interests.
Highlight the benefits (not the features) of your offer prominently in your messaging and emphasise its limited availability or urgency to create a sense of urgency and drive immediate action.
6. Testing and Optimisation
When designing, you (or your designer) will come up with a number of options, but how do you know which one will work best with your audience? Don't just choose the one that looks the best or the one your personally prefer. That's where testing comes in!
A/B testing, as it's known, is a valuable strategy for optimising the effectiveness of your direct mail content.
Experiment with different headlines, copy variations, imagery, offers and CTAs to identify which elements resonate best with your audience. In other words, an 'A' version and a 'B' version of your design.
Track key metrics such as response rate, conversion rate and return on investment (ROI) to gauge the performance of your campaigns and refine your approach over time.
Continuously iterate and improve your direct mail content based on the insights gathered from testing and analysis.
7. Compliance and Data Privacy
When crafting direct mail content, it's essential to comply with relevant regulations, such as the GDPR (or the CAN-SPAM Act if you're in the US), to protect recipients' privacy and avoid legal issues.
Obtain consent from recipients before sending them direct mail, and provide clear opt-out instructions for those who wish to unsubscribe from future communications.
Handle personal data responsibly and securely, adhering to best practices for data protection and privacy management.
Bear in mind, depending on the information you collect from customers, you may also need to register with the Information Commissioner's Office (ICO).
8. Integration with Digital Channels
While direct mail can be a standalone marketing channel, integrating it with your digital channels can amplify its impact and effectiveness. It doesn't have to one of the other.
As we touched upon earlier, you can do this by including QR codes or personalised URLs (PURLs) in your direct mail pieces to drive recipients to specific landing pages or digital experiences.
Leverage email, social media and online advertising to reinforce your direct mail messaging and engage recipients across multiple touch points.
By integrating direct mail with digital channels, you can create cohesive, omnichannel experiences that maximise reach and engagement.
Conclusion
"I had much to write to you, but I would rather not write with pen and ink. I hope to see you soon, and we will talk face to face." - 3 John 1:13-14
Crafting compelling direct mail content requires a thoughtful approach that combines all of these strategies and many more.
Remember, direct mail, as with email, is just a first step on a journey to building a relationship with your customers. What might start with a flyer, might end up a long and fruitful, mutually-beneficial association.
By following these best practices, small to medium businesses can create engaging direct mail messaging that captivates recipients, drives action and delivers measurable results for the long-term.
Embrace the power of direct mail as a strategic marketing tool to connect with your audience and grow your business in today's competitive landscape. #BelieveInSuccess
I hope you've enjoyed reading this blog. Whilst these strategies can work with any business, I'd also love to know what you think? Have you used direct mail in your marketing? Which of these techniques do you utilise? What worked for you? What did you try that didn't work for your audience? What did you learn? Let us know in the comments below.
If you're interested in utilising direct mail marketing for your business, please get in touch and let's have a conversation. You can take a look at our dedicated pages devoted to copywriting and direct mail marketing itself then complete the form at the bottom of the page and we'll get back to you ASAP.
If not, and this blog has simply given you some value or insight and you'd like to show your appreciate, then you can buy me a virtual coffee by clicking the button below. We'll keep you posted ;-)
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