Some old school stuff here in the way of direct mail. In the digital and integration age, it’s sometimes good to remind ourselves that there are a few old caveats that continue to prove themselves true over and over again.
Our campaigns across multiple channels reinforce themes and highlight key information in a channel-appropriate way. With direct mail, we keep coming back to some been-there-know-that little factoids that are worth talking about here.
So…the aforementioned Five Beat-the-Control Musts:
- A postcard will not outperform a conventional component kit. True, true. Attention cheapies: it may appear less costly to put a flimsy little five-by-seven piece into the mail, but in the end, it’s not. These formats produce for your dentist and vet as pesky reminders of annual maintenance work, but nothing beats a solid piece of component mail.
- Leads first, conversion second. A common conundrum for marketers. “It generated more leads but the conversion was a draw.” Yes, that’s how it works. When leads go up significantly, you can expect a lower conversion rate. Good news is, you’ve got a new control. Now it’s time to fix the conversion aspects. Nice problem to have.
- Offer/free. Basic stuff, but you’d be surprised what rudimentary musts get left out of direct mail after a long trip into cyberworld. If you can say the word “free,” do it. And there MUST be an offer—Whether it’s BOGO, a seminar, a consultation, a discount, you name it.
- Reply date. Open ended, no obligation invitations are just a dream. Without a reply date, your mail will sit on Lovey’s desk until the high holy days.
- Brand isn’t marketing strategy. We’ll likely get scorched on this one, but we believe it. Unless you’re a hot accessory brand (Kiel James Patrick comes to mind) your brand is likely not a source of minute-by-minute passionate customer engagement. So you need a smart marketing strategy that includes brand but isn’t blinded by brand.
What are your direct mail musts?
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn