THE CONSTRUCTION ZONE: ELEMENTS OF A NOTEWORTHY AND ENGAGING PIECE OF MAIL BY KAREN KIMERER
irect mail is a bit like today’s Olympians; they both require a higher level of performance and steadfast effort to secure a medal and a position on the podium. As time passes, new competition arrives to set the bar even higher. Just like direct mail, pushing the envelope (pun intended) to achieve greatness takes work, strategy, and practice. Delivering noteworthy direct mail involves raising the bar, applying a well-defined strategy, and performing a solid execution. For a simple analogy,
consider a gymnast that is competing on the balance beam — this gymnast can no longer expect to get noticed with a simple flip for the dismount. The same is true for marketing — merely sending a letter, package, brochure, or postcard to a large audience will not get noticed or yield the desired returns. Creating a Successful Direct Mail Campaign Businesses that are not mindful of how to create a compelling piece of direct
mail will likely fail to capture the benefits that it can offer. So how exactly do you earn a spot on the podium? One of the most critical elements of a successful direct mail program is starting with a clear vision of what you want to achieve. The obvious goal of a direct mail campaign is to achieve brand awareness and gain market share, but there’s more to the equation. To be effective, you must develop a solid understanding of who your ideal customers are, their communication preferences, where they hang out, and what influences their buying habits. This information will set the stage for developing direct mail that gets noticed. Even in today’s digital age, direct mail remains one of the most widely used forms of customer communications. Although direct mail’s response rates have declined over the past few years, it still gets noticed. In fact, data from the Direct Marketing Association (DMA) found the average response rate for direct mail is 4.4% — compared to a mere 0.12% for email. Multiple Touches Matter! According to recent research from Keypoint Intelligence, consumers actually want the brands that they do business with to reach out to them. As shown in the chart below, the greatest share of consumer respondents must receive two or three marketing messages before they take action. This was true for print as well as digital channels.
Figure 1: Number of Marketing Messages Required to Take Action
SEPTEMBER-OCTOBER 2021 | MailingSystemsTechnology.com
Mailing Systems Technology September/October 2021