Your goal with any direct mail advertising campaign is to get as many of your recipients as possible to not only open your marketing masterpiece, but to also act upon it as you intended. Here’s how you can sharpen your direct mail marketing skills in order to find success. Your efforts, combined with the direct mail marketing services of a team of professionals, will help you reach your goals.
When it comes to your next direct mail marketing campaign, you will likely face many challenges. Design and copywriting. Postal regulations. List selection. And that's just the start. One particularly perplexing problem involves personalizing your direct mail, especially when you have a large number of printed materials to churn out as quickly as possible.
In the late 1800s, American writer Mark Twain was reported to be in ill health, or possibly even dead. Tracked down by a reporter, Twain was found to be in fine shape and subsequently quoted as saying, “The reports of my death are greatly exaggerated.” The same can be said these days about the state of direct mail. While some naysayers and technologists deride the use of direct mail marketing campaigns as a throwback to a less technologically-savvy era, those with experience in the field know better. Direct mail works, and personalized direct mail works even better in the 21st century.
It wasn’t too long ago that personalized direct mail – a piece of mail specifically addressed to, and aimed at, the recipient – was the “new thing” in direct marketing services. It enjoyed a surge of popularity for a time, but rising postal rates, along with the advent of digital ad channels, stunted its growth. However, with the addition of both multi-channel and omni-channel sales efforts, personalized direct mail -- being helped along by carefully targeted marketing efforts -- is evolving into a better version of itself.