#directmail #40/40/20rule #design #targetaudience #mailmarketing #businessowners #calltoaction #market #proofread #followup
Dos and Don’ts of Direct Marketing Strategy
In the current era of a paperless world, most young business owners overlook the direct mail marketing campaign deeming it ineffective and outdated. However, this marketing approach is very effective and has helped many successful businesses boost their client base hence it should not be overlooked. Even though crafting and sending mails might seem as a daunting task, it always has a long term impact on the recipients if it is done in the right manner. Rush Hour Printing and Graphics knows just how important mail marketing is in today’s world and will offer you quality printing services whenever you need them in Washington, DC and its surroundings. Below are three dos and three don’ts of direct marketing strategy.
The Dos…
1. Use the 40/40/20 Rule
The 40/40/20 rule is a tried-and-true approach for a successful direct mail marketing. According to this rule, the success of direct mail marketing will depend on effectiveness of the mailing list, how compelling the offer is, and design of the mails. These factors are spread out on a 40-40-20 ratio respectively.
Don’t Put Much Focus on the Design
Despite how eye-catching and flashy your card might look, it is the content that matters most. You should not put too much focus on making a design that attracts the recipient’s attention and then rush to put together the offer information. The priorities should be equally balanced for any chance of success. RHPG can help ensure that all the elements of your mail marketing are on point.
Determine your Target Audience
Designing and delivery of mails will require financial expenditure which is why you need to determine your target audience. This will ensure that mails aren’t wasted on wrong recipients causing negative financial implications. An up to date and carefully selected mailing list will ensure high conversion rates even for small businesses.
2. Test the Market
Regardless of how well-defined your mailing list looks, its effectiveness can only be determined after it is tested. Notably, for small business, this is will not be hard to achieve but for medium sized business with a larger target audience, it can involve a lot of financial spending which makes it a considerable risk. However, the target customers can be divided into smaller factions which will not only help in lowering the risk but will also enable you run multiple concurrent tests with different variables.
3. The Call-to-Action should be great
Notably, the call to action part is the main determinant of whether the recipient proceeds to make a purchase. With a well thought out and perfectly crafted call-to-action, the conversion metrics will be high since the audience will get to understand every aspect of your offer. RHPG has a lot of experience in print marketing, we can help find the content that will elicit a positive reaction from the recipient.
The Don’ts…
1. Fail to Proofread the Content
As the saying goes man is to err and hence proofreading is an important aspect for the overall success of the direct mail marketing approach. Notably, errors can have very costly financial implication since you will have to reprint a fresh copy of the mails. Also, if errors aren’t noticed and erroneous mails get to the audience, the company’s reputation may be tainted or the intended message may not be understood. RHPG ensures that no product leaves our company with errors; we double-check everything before pressing the print button.
2. Forget to Make a Follow Up
Follow up is a necessary aspect in determining the success of the direct mail marketing strategy. You can track the customer conversion rates using various methods such as coupon codes, and sale numbers. However, this should be done in a decent fashion to avoid intruding the customer’s privacy.
3. Forget to Promote Online Traffic
After all is said and done, we are living in a digital age and online activity is unavoidable. As such, the direct mails should include links to the company’s website which recipients can visit to learn more about the business offers and products. This way, the audience can be in touch with the company and always up-to-date with offers and promotions. Also, links to social media platforms will help the audience connect with each other and educate each other about different products and services.
We are a full-service printing company with additional offerings in graphic design and customer support. We offer high quality business card printing and will work with you to produce a one of a kind, marketing tool to capture your leads I the most effective way. Call today to speak with one of our representatives.
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