Direct mail marketing is as relevant today as it ever has been. Direct mail pieces give your customers and potential customers something they can hold on to and refer to later. Such pieces are also something that can be targeted and personalized and are a familiar marketing format for consumers of all ages and technical abilities. However, that doesn’t mean that simply sending a random postcard in the mail will be effective. In order to be successful, a direct mail marketing piece needs to contain several key elements.
Five key elements of a successful direct mail piece
- Your logo and company name. While your logo and name shouldn’t overwhelm the offer in the direct mail piece, these items should make it easy for the reader to tell who is sending the piece and how to contact you. Your logo and name should also be presented in a way that complements your other marketing efforts and reinforces consumers’ brand awareness.
- The offer. Even the most attractive direct mail piece won’t be effective if the reader can’t quickly tell “what’s in it for them.” Examples of good offers include a time-sensitive customer discount, a gift with purchase, a free estimate or an invitation to a preferred customer event.
- Personal benefits. All marketing pieces should address what the product or service offered will do to make the reader’s life easier. Direct marketing pieces are no exception. Make sure to concentrate on substance with creating a direct mail piece, not just on style.
- A great headline. Headlines aren’t just for email marketing. You also need to grab your direct mail reader’s attention early, or risk having all of your hard work end up landing quickly in the recycle bin. Do that by keeping your message concise. Make it a message that leaves the reader wanting more information.
- Call to action. Consumers aren’t likely to act unless you tell them what you want them to do. Tell your readers whether you want them to visit your store, order a product, call for an appointment or download your free eBook.
- The “PS.” According to “Entrepreneur” magazine, the PS at the end of the message is one of the most important parts of a direct mail piece. According to the magazine, readers often scan the headline or the first paragraph and then skip directly to the PS. Use this part of the piece for your call to action or for a special, time-sensitive offer.
Direct mail marketing is far from obsolete. Get the most for your direct mail market dollars by starting with a dynamic headline, making sure to include a clear offer and telling what you what the reader to do in your call to action.