Features | November 18, 2021
Optimizing Direct Mail Marketing
A few months ago, we examined six tips on how to make the most of email marketing. Today, we will explore the best ways to optimize direct mail marketing pieces and campaigns. While Ennis Inc. is a firm believer in a joint marketing approach, containing both digital and physical elements to create multi-touchpoints, there are many strategic ways to enhance your mailings.
What is Direct Mail Marketing?
Look at the mail you receive at home: postcards, coupons, boxes with free samples; nearly every piece of mail is direct mail marketing. Aside from bills, even internet providers mail you enticing deals on new plans. That’s also direct mail marketing.
How to Stand Out
Direct mail marketing isn’t limited to postcards. There are myriad ways to switch up the style to stand out of the crowd (or mailbox), such as:
- Changing the Type of Mailing: Anything can be mailed. Think from the perspective of your customer. What would get your attention?
- Pressure-Sealed Paper
- Custom Envelopes
- Pop-Up Cards
- Sell Sheets
- Tear Out/Perforated Coupons
- An interactive origami experience (When you think outside the box the possibilities are endless!)
- Atypical shapes stand out from the litter of rectangles filling mailboxes. Instead of the typical tear and share pizza coupons, why not send something that looks like an actual slice or a whole pie?
- Type of Paper
- The weight, feel and texture of a piece instantly connects with your customer and leaves an impression. Make it a good one!
- Personalization (Variable Data Printing)
- Variable data printing allows for automated mass personalization of mail pieces, be it names, locations or personalized images. Anything you can do to make the piece more relevant to your customer can help increase response rates.
- Promotional Product
- Everyone loves free stuff! Adding a small promotional product to a mailing creates bulk to an envelope and can help spark interest, enticing your customer to open and read your message.
Segmentation and Targeting your Audience
Segmenting your customers lays the groundwork for targeted marketing, driving value in an engaging, meaningful and relevant way. Below are some of the more popular ways to segment your customers:
- Geography: City, state or zip code. You can narrow your focus to customers that live within a certain distance of your retail location. If you have multiple, try out a strategy in one area. If it does well, keep building it to include more and scale the operation.
- Demographics: Gender, age, ethnicity, income, occupation and education level all fall under this category.
- Behaviors: This is how your customer has interacted with you in the past and where they are in the sales funnel.
- Psychographics: Attitudes, values, interests and more; this segment focuses on the lifestyle of your customers.
Adding coupon code and QR codes to your direct mailings can aid in tracking performance. With coupon codes, you can track who used the code and when it was used (depending on your tools). By providing different codes on different platforms, you can see the performance of each.
The same goes for QR codes, although they don’t necessarily have to include a discount. Many opt to land on a certain product page, taking their customers directly to their store. QR codes with tracking enabled landing pages allow you to monitor the traffic flow, customer events and more. Ultimately, the tracking allows for greater metrics of success.
It may seem pretty basic, but keep it simple and have one call to action. Too many will clutter your copy and your customer may lose focus when reading your direct mail piece. Hone into one specific message, product line, event or whatever it is you are promoting.
Create killer copy with data-driven targeting, and you’ll be golden — but don’t forget to follow up. A direct mail piece should be a component of a bigger campaign with multiple touchpoints, such as emails and social media. When all platforms work together, they can create a seamlessly winning strategy.
If you’d like to learn more on how Ennis, Inc. can help with your direct mailings, check out the following facilities or visit ennis.com to see a list of products and services.
Wright Business Graphics
Anna Frosch is a marketing and social media specialist for Ennis, Inc.
Marketing and Sales Sponsored Content Ennis