With all the focus on digital marketing these days, it’s easy to overlook an old trusted medium that can play an important role in your marketing mix – especially if you haven’t been in the marketing field for very long. You may even be asking yourself “What can direct mail campaigns be useful for?”
Direct mail isn’t dead. It just takes more strategy.
If you rember getting the mail in the late 90s / early 2000s – it was FULL of mass mailers, coupons, and the occasional birthday card from your grandma. Those mass mailers of a previous era are what most people associate with direct mail, and it’s no wonder why they don’t think direct mail works anymore.
The trick for making it effective today is to use direct mail as a tool to run a campaign with a single goal in mind, rather than just throwing a bunch of random addresses onto a list and sending out bulk information.
We’re entering an interesting era now, where newly minted marketers entering the workforce are highly skilled in everything digital, but were educated in a way that (many times) actually pushed them away from using traditional sources of advertising. This resulted in an entire generation of marketers that focused on things like social media, mobile marketing, search enginte optimization and some email marketing. If this sounds like you, and you’re looking for a way to not just be another marketer getting lost in the noise of digital advertising, give some thought to the ideas for direct mail campaigns we outline below. A well timed and purposeful campaign can really stand out to your audience in an age where very few marketing efforts are tangible.
Direct Mail Campaign Ideas
Here are some ideas for direct mail campaigns to get you thinking:
Lead Generation / Relationship Initiation – First thing’s first, you need to get access to a mailing list. Try joining something like your local Chamber of Commerce or an industry specific organization. Once you join, most organizations allow you access to their mailing list. Then, create a special offer – like a free estimate or a discount on a service – and send them your introduction.
Direct Selling – Are you a business that provides a service that people need on a predictable recurring basis? Think of something like an oil change. If yes, then you may benefit from creating a “deals” campaign that runs on the same timeline as when those individuals typically need that service. Include directions to your website to book their appointment for the month, or purchase the service right then and there.
Strengthen Relationships with Existing Customers – Now this one may seem a little counter intuitive at first, but we don’t actually want to sell anything or generate any leads. When is the last time you got a “thank you” note in the mail, that came without any contingencies? Thank you letters are rare nowadays, and sometimes just sending a thank you (no special offer necessary) is the best way to let your customers know that you genuinely care about them – not just the money they spend with your business.
Upsell to Existing Customers – If you have a customer base that is consistently purchasing a type of service from you, like say the oil change company. Sending a postcard with an upgrade offer to replace their windshield wipers is another example of providing value to your customers through direct mail. Everyone loves a deal and being thought of. Getting business this way leaves the customer feeling how much you care, and leaves you with a sale you otherwise may not have had.
Direct Mail Campaigns at Pinnacle Press
If you’re interested in creating a direct mail campaign, we can help you from design to mailing. Just give us a call at (330) 453-7060 so we can get started on mapping out your design. Once you provide us with a mailing list or region you want to target, w.e take care of everything. From designing and printing the post cards, to packaging them up and getting them to the post office. You can count on Pinnacle Press to get your mailing campaign launched successfully.