Direct mail remains an essential direct marketing tool that allows business users to save time and reduce advertising spend while maximizing return on investment.
The challenges of direct mail
Direct mail is one of the first direct marketing methods used by companies and brands to stay in touch with and inform customers. The technique consists of sending commercial letters and commercial offers, previously by post only, but today also by e-mail.
One of the fastest ways of getting a proper campaign jump-started is purchasing direct mail lists.
The success of a direct mail campaign is based on several elements. On the one hand, to interest consumers and push them to action, personalized content that takes into account their needs (search history on the internet or purchase, interests are shown on the provider’s website, etc.). ) are indispensable. You want to make sure you know a lot about call-to-actions.
On the other hand, recipient files must be qualified, with complete, accurate and up-to-date information, to avoid duplication or returns to the sender.
Finally, the mode of transmission and timing are crucial to reach the target at a time when it is potentially available and willing to respond to mail: a specific time of day, a time of year, etc.
I recommend watching this video below to explain why direct marketing is still a viable method of outreach.
How to do a direct marketing campaign by direct mail
Email, as a direct marketing tool, is the perfect ally in any strategy of direct and interactive communication with our audience, especially when used in combination with the company’s presence on the Internet.
Most direct marketing initiatives on the Internet take into account the use of email given its low cost per contact and remarkable response rate.
A profitable mailing campaign requires not only good planning and control, but also effective database management.
Currently, email programs allow you to send pages with multiple multimedia formats, which can achieve a wide impact on our target audience, especially if customized to their tastes and preferences.
Direct e-mail Marketing as a “call to action” strategy
The content of an e-mail message allows us to adopt a personal and direct style, which emphasizes the advantages of the offer and is that the user performs a certain action, known as “call to action” or “call to action” (consult additional information, forward a message, make a purchase, download a book, etc.).
In any e-mail message, focused on a direct marketing strategy, it is advisable not to introduce an excessive number of images and animation elements, as the receiver loses concentration on the specific action by receiving multiple signals.
Frequency of sending your mailing
The advisable frequency of e-mail contacts will depend on the strategy being pursued.
The current reality is that we are subject to an incessant bombardment of messages, so it is not an outlandish idea to limit the number of mailings and adapt the frequency of sending according to what content you offer, the relevance of them and your sense of opportunity.
You have tools that automate the sending in time and capture subscribers in a consensual way through forms. They are the autoresponders and are very useful for carrying out email campaigns.
It is also preferable to introduce the information progressively, that is, offering the recipient the possibility of accessing a web page where they can complete the information and, if desired, carry out the action towards which we have directed them.
If you use logic, it seems sensible that the news of an electronic newspaper to which we have subscribed voluntarily, we can receive it daily.
Similarly, it may be excessive to send commercial offers on a weekly basis, unless it has to do with a hobby or user preference.
Segmented mailing lists
It would be more effective to take advantage of the information available to our public to segment a larger number of mailing lists, each representing a small portion of the cake, rather than dividing the cake into two or three pieces.
If we have more segmented lists, more frequent mailings we can make, each aimed at a public whose own and specific interests we can satisfy.
Permission Marketing – Recipient Consent
We should also not forget to send email communications only to users, whether customers or not, who explicitly request their interest in receiving messages from you or your company.
Also, we have to understand that the consent to receive communications is not permanent, since a user interested in certain information may want to receive communications from you for a limited period of time.
When you send an advertising campaign by email, you should identify yourself as an advertiser, which gives transparency to the sending, as well as identify the type of messages you do, such as advertising or commercial.
You should offer the customer a simple and free procedure by which the customer can stop receiving emails from your company or business.
Hence the convenience not only of making it easier at any time to unsubscribe from mailing lists, as established in the regulations of many countries, but also of remembering in each message the type of permission granted and offering the option of easily modifying it.
These direct email marketing practices are known as permission marketing where you transmit individualized and relevant messages, with which you build and enrich the relationship with your customers.
The main problem with this technique is the traffic generated by unsolicited commercial messages, also known as spam.
This kind of practices, in addition to violating legislation in some countries, saturate our mailboxes and negatively influence the image we form about email as a marketing channel.
On the other hand, if we follow these recommendations so as not to create a bad image every time we receive an advertising or commercial communication, direct email marketing can become a viral medium that can quickly and progressively reach other audiences outside your environment, provided that we find a sufficiently attractive claim to impact our target audience.
The benefits of direct mail software
The mail software today is essential to optimize the planning, execution and monitoring of campaigns involving thousands of recipients. Indeed, thanks to automation, both their implementation and the evaluation of returns are done quickly and efficiently. Design and distribution costs are lower compared to other channels.
From now on, the database of customers and prospects is integrated in the program, which also offers the possibility to design different types of messages. The most powerful software allows to know the behavior of the recipients (opening or not of the message, answer, transfer to other people).
The mail software available on the market have functionality and performance vary. Each company, possibly advised by a specialist, must choose wisely the effective solution, standard or modular, easy to use, to meet his expectations.