New competition, information overload and a variety of new advertising delivery are increasing the challenges to engage customers through direct mail. But with improvements in printing and technology, along with good old fashioned creativity, direct mail campaigns can see improved return on investments and get strong response from recipients. Software like Virtual System’s Midnight Print MIS can help direct mail marketers get the best results from their campaign and give them the tools to upgrade and improve their marketing efforts.
Barcodes Supply Crucial Data
Knowing the details of how your direct mail campaigns are working can help you determine what mailings, themes, sales and messages are working for your customers. Barcodes technology give marketers unparalleled ability to collect information on a mailing or campaign. And online dashboards in software tracking programs like Virtual System’s Midnight Print MIS software gives marketers detailed information about shipping tracking, finances and other details of the mailing campaign, giving unparalleled ability to boost return on investment.
Personalization Will Increase Open Rates
New technology makes it easier to create a personalized approach that will attract attention and engage potential customers. Putting names and personal messages on mailings can get more attention. But be sure not to overwrite your mailing. Keep the tone conversational and personal, leaving out as much jargon as possible. You’re trying to make a new sale, so people may not get all of the industry lingo or understand the fine details of the service you offer.
Use Presorting to Save Postage
Postage is one the biggest expense of a direct mail campaign. Automated presorting will help lower postage expenses by getting better rates from the U.S. Postal Service. Presorting also allows for more quality control, such as automated change of address, which can help make sure your mails reaches the right customers. Also, getting mail closer to its destination insures faster, more consistent delivery. Sending targeted mail for special events, like following a purchase or for a unique sale, can be executed more precisely for mailings that are closer to the customer.By being closer to the destination, direct mail marketers can more accurate time the arrival of delivers to get the biggest impact.
Take advantage of color and graphics
New digital printing technologies can make color, visuals and photos more affordable than ever. Color can boost the impact of mailings. While mailings are known for being high-volume, low quality mailings that seek to maximize distribution, by creating colorful, visually-impressive mailings, marketers can make an impact through the mail.There are many ways that marketers can get creative with color and visuals in direct mailings. Envelopes and special wrappers can be used by marketers to create special and unique visual effects that catch the eyes of customers.
Keep it Short, Make it Creative
There’s a lot of demand for people’s time and attention and if direct mail pieces are too long winded, it can turn off recipients. By keeping your content simple and brief, you can improve the chances for a response. Generally, one strong, concise call to action can often be enough to maximize the response. Also, creativity will pay off in direct mailings and not just with respect to design and art. Giving the direct mailing a creative offer — even something corny like a novelty item or t-shirt — can generate responses.
