From new technology in printing to the delivery of fresh ideas in messaging to the ability of addressing your prospects in a creative and personalized manner, direct mail allows you to drive response and drive engagement with your most ideal audience in a way that can powerfully impact your business.
1. Personalization: Personalized mail stands out and gets attention. For your target audience to receive a direct mail piece from you shows that you have taken the time to deliver a customized message based on their potential needs.
Additionally, 73% of American consumers said they prefer direct mail and 62% said they enjoy checking their mailbox. Give your target audience not only something to look forward to but also something that is personalized and will help you develop an initial impression.
2. Packaging: Direct mail response rates are higher than all digital media. Before your prospects respond to your direct mail, they first have to open it. You've got a small window of time to make that happen: 5-7 seconds. Make sure you stand out in the mailbox with creative packaging.
Maximize response by using the latest print and imaging innovations to create the best looking and highest impact invitation in the mailbox. Take advantage of live stamping, handwritten fonts, full color graphics, odd size envelopes and other techniques that will help you avoid that dreaded look of junk mail.
Pro tip: Postcards are for coupons and local general advertisers. All important and personal mail comes in envelopes; just ask Hallmark!
3. Digital components: Digital vehicles on their own may not generate enough response to keep you interested. You are targeting that guarded 50+ age group who still like traditional media, so you will need to reach with a mix of personalized direct mail, TV , radio, social media and internet ads. That approach will cover more ground, expand your message and give you more reach - what we call “critical mass” in the marketing world. It’s a combination of all or some of these that gives you maximized exposure, more opportunities to generate a higher response and stand above your competitors.
I've created a series of podcasts on this and other marketing tips to help you reach your target audiences. If you have suggestions for topics you'd like for me to cover via this type of content (or any type of content), tweet me at @JorgeVillarRME!
By: Jorge Villar, President and Founder