DIRECT MAIL: 7 TIPS FOR MAKING THE MOST OF THE POST
Marketers are constantly shifting dollars toward digital channels, but don’t count direct mail out just yet. The USPS reports that 77.3 billion pieces of marketing mail were sent in 2018, proving that many brands are still integrating direct mail into their strategies.
Direct mail can be an expensive channel, but when done right it can drive awareness and engagement at multiple points in the marketing funnel. Here’s seven tips to improve your luck in the mailbox.
Get to the point. One of the mistakes many people make is wanting to fill every bit of white space, says Nancy Harhut, chief creative officer of HBT Marketing. “They want to get their postage stamp’s worth, and figure people will find what is interesting to them. But you need to stay focused. If you’ve got something to say, say it. Don’t have a long wind-up.” Marketers with multiple messages to relay should consider multiple mailings, or cross-marketing with other channels. “Cramming everything into one piece is not a good idea. It’s a rookie mistake.”
Don’t be afraid to think big. In B2B direct mail, dimensional pieces can cut through the clutter and create a “wow” factor that can open the door for future communications and engagement. Think about how you can “surprise and delight” recipients with pieces that they will show or pass along to other people in their office, either with something fun (like a personalized Coca-Cola can) or valuable (a report on industry research). “When something shows up in an overnight envelope, it can look like the recipient would be passing up on something important if they don’t open it,” Harhut says.