Using This Direct Mail Marketing Strategy Will Boost Client Revenue

BY Rachel Cagle
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74% of marketers say that direct mail delivers the highest response, conversion and ROI of any marketing channel they use. Maybe that’s because 64% of consumers take action because of these ads. This data from Lob shows the importance of having a direct mail marketing strategy when planning for future campaigns. Does your client have one yet? If not, here’s how you can help them craft a strategy to boost revenue.

Using this Direct Mail Marketing Strategy Will Boost Client Revenue

Spotlight Promotions

Yup, crafting a winning direct mail marketing strategy is really that simple. People love deals. According to Lob, featuring an offer or promotion in a direct mail piece was the top reason consumers are motivated to take action when they receive these ads. 65% of consumers say that offers and promotions are the key to getting them to open and read direct mail ads.

Personalize the Ads

An even better way to make offers and promotions resonate with direct mail ad recipients is to personalize the ads. Lob says that, “68% of consumers are more likely to engage with a brand’s message when it’s personalized to them.” Not only that, 55% of consumers expect direct mail ads to be personalized to them.

Now, you can’t just slap the recipient’s name on the ad and call it a day for this direct mail marketing strategy. Lob recommends personalizing the offer or promotion highlighted in the ad based on behaviors and interests, such as:

  • Prior purchases
  • Website browsing history
  • Lifecycle milestones

Your client can also add images that are personalized to the recipient. Nothing creepy like a picture of their neighborhood or something too personal. Just the products or services you’re promoting that are related to their previous purchase. Or, if the recipient doesn’t have a previous shopping history, your client could even add a picture of their location that’s in the recipient’s neighborhood to give them a positive feeling of, “Oh, I recognize that place! It’s really close by. I didn’t know they offered [whatever is being promoted.” Direct mail ads are a great way for your client to introduce themselves to potential customers. After all, 47% of consumers say that they’re often introduced to new brands via direct mail, says Lob.

Add Digital Components

Remember, just because consumers interact with direct mail ads in person doesn’t mean that they’ll continue the buyer’s journey in person. Lob says that when consumers take action because of a direct mail marketing strategy to learn more about the brand, they’ll:

  • Conduct an online search about the brand: 27% of consumers say they’ll do this to learn more
  • Visit a store location: 23%
  • Follow the URL included in the ad: 16%
  • Call the phone number in the ad: 10%
  • Scan the QR code in the ad: 8%

Most of those options are digital. So, make sure you make it easy for them to take digital action because of the ad by including URLs, QR codes, social media account names, and other ways for recipients to easily find your client online.

Know What Types of Ads to Send

Now that you know what content your client should feature in their direct mail marketing strategy, let’s talk format. According to Lob, the direct mail formats that consumers are the most likely to read are:

  • Catalogs and Magazines: 39% of consumers are most likely to read these
  • Letters: 21%
  • Brochures (including pamphlets and booklets): 20%
  • Postcards: 19%

Your client’s ad could have all the information and promotions a recipient could possibly want. But if it’s not in a format they’re interested in, they won’t bother to look at that information. So, plan accordingly.

More Information

For more research on your client’s target audience’s opinions on direct mail ads, check out their profile on AudienceSCAN on AdMall by SalesFuel.

Photo by kevin Xue

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