Whilst there is a general perception that print is on the decline, you should never rule out the power of print which is why direct mail is still having its day.
It is a touchpoint and a response platform that helps your product awareness and brand discovery it also promotes your product or service by word of mouth.
Print and email working collectively can really help engage and drive audience participation via cross-media marketing (multi-channel marketing)
But, where do you start?
More often than not the customer thinks they know what their objective is until I ask a few thought-provoking questions for example:
- Who is your target audience?
- Can you write a brief or specification about what you are trying to do? Do you have a plan? This should include what the direct mail letter is about you want the recipient to read the direct mail letter not throw it in the bin. Some examples of your direct mail letter could be the promotion of an event, a new product or service?
What is your ROI, what do you want to get out of it, and by when?
- Firstly think about whether you’re going to do a direct mail campaign, email or a combination of both.
- Is it seasonal, topical, political?
- Use a great headline – I come up with the headline after I’ve written a post or when inspiration strikes.
- Use simple language unless it really is niche specific and your audience will completely understand the technical jargon.
- Personalise it – if it feels like it has been written directly for the recipient and is relevant it is likely to be remembered.
- Get specific and lead with a benefit of your product or service, is it unique if so say so
- Include testimonials/recommendations that back up your statement
Mail is remembered more because it activates the brain responsible for long term memory by 49%, over email and 35% more than social media advertising.
marketresearch.co.uk/mail-cut through did some pioneering research to see if mail, email and other channels can inspire us to take action.
The research looks at how mail can affect us on a subconscious level and is well worth a read, particularly as millennials are turning away from their devices and more to print which is crucial for brands and SME’s who are deciding what platform to use to deliver their message.
There is a lot to think about when it comes to planning a direct mail letter, SEO content and web copywriting.
If it is too much like hard work to plan and write, why don’t you hire a professional copywriter?
I am not as expensive as you might think and will give you more bang for your buck.
Find out more here.