Modern-day marketing has an incredible range of tools and techniques that businesses can make the most of. Whether you choose to go the traditional route, shift to digital marketing, or make use of a mix of the two, there’s definitely something for everyone.
Using these techniques to their best advantage requires careful research and study. In a previous article titled ‘Search Engine Marketing Tips That Will Stand the Test of Time,’ we discuss what you can do to elevate your SEO.
Today, we’ll talk about how to maximize another marketing technique, this time on the opposite end of the spectrum. Here’s how direct mail marketing can help you push your campaigns to get bigger and better results.
Effective Mailing Lists
The key to an effective direct mail campaign starts in one place: your mailing list. You can put together the most visually attractive and well-researched campaign, but you won’t be able to unlock its full potential without the right audience. But how do you know if you have the right kind of mailing list?
The Houston Chronicle recommends being ‘picky’ about your mailing lists. This means that you won’t be sending out your campaigns to every customer on your list— you need to be able to determine whether they’re the right demographics and market. You can also choose to send out a test mail to see whether your campaign is the right fit for your target market.
High Impact Materials
One of the best things about direct mail is that it’s one of the most effective marketing techniques out there. After all, how often do customers get to hold campaign materials in their own hands? To make the most of this characteristic of direct mail, you should try to think out of the box regarding your materials.
Some campaigns go the full mile and send out things like keychains, notebooks, and even candles. If working on a limited budget, however, paper postcards aren’t your only option. Triadex Services suggests using plastic postcards, for example, to pull in redemption rates as high as 71%. Plastic postcards are unique, eye-catching, and one of many ways you can pull in more responses with better-quality materials.
Psychology of Color
Because direct mail marketing is such a high impact, marketers and businesses should think carefully about the most effective way of getting their message across. Color plays a huge role in this. According to Money Mailer Founder Debbi Gourley, color psychology is crucial in effective direct mail marketing.
The sensory experience is one of the biggest reasons why direct mail remains effective into the present day. Thus, your colors will vary depending on the mood you want your campaign to elicit. Louder campaigns will want to use bright colors like red, while blue is a go-to if you want to establish your brand that customers can trust. When put together with all of the other key elements in a direct mail campaign, colors can play a key function in a successful run.