It’s an oldy, but a goody…direct mail is a marketing strategy that has been used for decades to generate leads. It fell out of favour a bit in the early 2000’s with the increasing popularity of email marketing and the rise of social media, but in today’s digital society it can be a great way to stand out from the competition…if you do it right. So how do you implement targeted direct mail campaigns for lead generation?
Here Are My Top Five Tips:
Know your audience
The first thing to get right with any marketing strategy is to know your audience. In the case of direct mail you need to be targeting the right people in the right geographic area. It is no good posting leaflets about conservatories to people who live in flats.
Once you have decided on the audience you can put together your mailing list. You could hand deliver leaflets yourself (or have team members do it for you), you could pay a mailing company or have your leaflets delivered with a local paper, or you could post your direct mail, which will mean collating a list of the full addresses of all your targets.
Know your offering
Next is coming up with the content of your direct mail. It is best to stick to one clear offering, rather than confusing your audience with multiple products or services. So if you are a glazing company that offers, windows, doors and conservatories just pick the service that you want to specifically promote to this chosen audience.
Design
You want your design to be clear and on-brand, but also engaging. It is fine to use stock imagery to give a professional look, but do try to include some real images too. Before and After’s always go down well and client reviews are a winner too. If design is not your forte, consider getting a professional designer on board…it’s worth investing in good design, rather than wasting money printing and distributing something that won’t work.
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Stand out from the crowd
It’s worth considering something that will make your direct mail stand out from the crowd. It doesn’t have to be incredibly expensive or flashy. If your direct mail will be posted then maybe think about a colourful envelope. Or you could go for an interesting paper or format.
Tracking
The final thing to consider is how you are going to track the success of your direct mail campaign. Any enquiries that come from it you want to be able to easily identify. Consider adding a code to get a unique discount that customers have to quote when they enquire. You may get some people who won’t care about the discount, but most people will want money off if they can get it.
Conclusion
I hope these top tips help you to implement a successful direct mail campaign. Remember if you are looking for marketing, design, print or distribution companies local to you to help with projects like this – the ActionCOACH NoLimits Community has experienced businesses you can work with.
By Duncan McKechnie
Join the NoLimits Business Community
Are you a business owner looking to take your business to the next level? Join our innovative community of like-minded professionals and gain access to a wealth of valuable resources, including a community portal to chat with other business owners, ebooks, business development software, and growth events that will transform the way you do business. Best of all, these resources are completely free and will be available to you forever.
But the benefits of joining our NoLimits business community don’t stop there. By becoming part of our community, you’ll have the opportunity to connect with other business owners, share insights and ideas, and build valuable relationships that will help your business thrive. Don’t miss out on this amazing opportunity to supercharge your business and join us today!