Are you looking to use direct mailers to generate leads, close sales, and retain customers?
You’re on to something. Direct mailers have a tangible impact, making customers feel valued and seen in a way other marketing methods can’t replicate. Direct mail is powerful. And you can easily create and send mailers following a quick guide.
As the leading direct mail automation platform with over 3,000+ integrations, we spend a lot of time perfecting the ways you can create and send direct mailers to reach crucial business goals.
Let’s dive into how you can create and send direct mailers most effectively, streamlining the entire process.
What We’ll Cover:
- Understanding Direct Mailers in 2023
- What is The Purpose of a Direct Mailer?
- Step#1 Planning Your Mailers
- Step#2 Designs and Content
- Step#3 Printing and Distribution
- Step#4 Measuring and Analyzing Results
Understanding Direct Mailers in 2023
Direct mailers are promotional materials sent to homes or businesses using some form of postal service. If you live in the United States, then you can send your direct mail at scale with USPS. And Canada Post can help you deliver your mail if you’re located in Canada
Direct Mailers include postcards, letters, and brochures. Thanks to online tools like Postalytics, direct mail marketing has become even more accessible and effective for businesses of all sizes.
In addition to their tangible nature, direct mailers offer several other advantages, such as:
- High response rates: Recipients are more likely to respond to direct mailers compared to other forms of advertising.
- Personalization: Direct mailers can be tailored to specific customers or groups, increasing their relevance and effectiveness.
- Integration with other marketing channels: Direct mail campaigns can be combined with digital marketing efforts, amplifying their impact.
What is The Purpose of a Direct Mailer?
Direct mail campaigns are a tested and tried way to generate leads, retain customers, and build loyalty.
They allow you to communicate with individuals, establishing personal connections that drive business growth. Some key objectives of direct mail marketing include:
- Raising brand awareness: Well-designed mailers can grab attention and make your brand memorable.
- Launching new products or services: Direct mailers can introduce new offerings to a targeted audience.
- Building customer loyalty: By offering incentives, such as discounts or special deals, direct mailers can encourage repeat business.
- Gathering customer feedback: Mailers can be used to solicit opinions or conduct surveys, providing valuable insights for your business.
How to Create and Send Direct Mail Campaign Today
Creating and sending direct mailers has never been easier, thanks to Postalytics. Follow these steps to design a marketing strategy that drives higher conversion rates and ROI:
Step#1 Planning Your Mailers
Identify Your Target Audience
Understand the demographics, interests, and needs of your primary audience. Consider factors such as age, gender, location, and interests. This information will help you choose your mailer’s tone, style, and content. Answer the following questions if you haven’t already.
- What gender are your primary target?
- Where do they live?
- What age group they falls in?
- What interests do they have?
- What things can appeal to them?
Establish Campaign Goals and Objectives
Determine what you want to achieve with your marketing campaign, whether it’s increased sales, leads, or conversions. Be specific and set measurable targets, so you can evaluate your campaign’s success.
Obtaining a Mailing List with Postalytics
Maximize your direct mail campaign’s success with a targeted mailing list. You can get your list in several ways. These two are tested and tried.
- Building your own mailing list: If you already have a customer database, you can use this information to create a mailing list. Make sure to update and verify your list regularly to ensure accuracy and effectiveness.
- Purchasing an integrated mailing list: If you don’t have a mailing list or need to expand your reach, Postalytics can help you obtain a high-quality mailing list from within the platform. With our data providers, you can access a vast database of potential customers based on specific demographics, locations, and business selections. This allows you to target your direct mail campaign effectively and maximize your ROI without leaving the platform.
Determine Budget and Resources
Consider your available resources, including staff, equipment, and budget, to ensure you can execute your campaign effectively.
Save time and money by using Postalytics, where you can leverage templates, automation tools, and mail-tracking features to make the most out of your campaigns.
Moreover, Postalytics’ Mail Address Savings Analysis feature eliminates costs by identifying invalid addresses and preventing mail from being sent to them. Accessible in all subscription plans, this feature saves money on mailing campaigns, allowing you to stretch your budget while streamlining your direct mail efforts.
Step#2 Designs and Content
Create On-Brand Designs
Make your mailer visually appealing and consistent with your brand’s style. Use your logo, brand colors, and images that reflect your industry. An eye-catching envelope design can pique recipients’ curiosity and encourage them to read your mailer.
If you wish to send custom envelopes, create Your free account with Postalytics today and try it out.
Write a Clear and Compelling Message
Keep your content concise, valuable, and easy to understand. Focus on the benefits your product or service provides, and emphasize how it can solve a problem or fulfill your target audience’s needs.
Add URLs or QR codes that drive customers to your site or encourage them to take action. A strong CTA creates a sense of urgency and motivates recipients to respond.
To add CTAs like QR codes and pURLs using Postalytics, simply login to your account and navigate to your mailer design. Use the drag-and-drop editor to insert a QR code or pURL element onto your mailer. Customize the codes and URLs to point to specific web pages, ensuring they are relevant to your target audience. These CTAs will then be integrated seamlessly into your direct mail campaign, encouraging recipients to engage with your brand online.
Add Contact Information
Ensure customers can easily reach you by providing your phone number, address, and company name. Even if you include a URL or QR code, some people may prefer to contact you directly with questions or concerns via your website or personalized landing page.
Step#3 Printing and Distribution
Choose the right printing method and materials
Choose the right printing method and materials: Opt for high-quality printing techniques, such as offset or digital printing, to produce professional-looking mailers. Select the appropriate materials for your campaign, including postcards, brochures, letters, magazines, and catalogs.
Select a The Mailing Class
Selecting the correct mailing class when sending mail with Postalytics is crucial as it ensures efficient delivery, optimizes postage costs, and aligns with the objectives of your campaign. Making the right choice helps you maximize the effectiveness of your direct mail efforts while staying within your budget.
Step#4 Measuring and Analyzing Results
Set Up Tracking and Measuring Tools
Always track your campaigns. To set up tracking and measuring tools, first, create a campaign, select a template, add personalized URLs (pURLs) or QR codes, and configure your tracking settings. Once your campaign is sent, you can access the Campaign Dashboard to track delivery status codes and audience data and measure the effectiveness of your campaign.
Analyze Campaign Performance and ROI
Evaluate the results of your marketing strategy, including conversions, leads, and sales, to ensure you’ve achieved your goals. Assess the return on investment (ROI) of your direct mail campaign to justify its costs and inform future efforts.
Identify the most effective elements of your direct mail campaign by testing different variations. This helps you fine-tune your approach and maximize results.
Learn and Double Down on What Works
Use the insights gained from your campaign to refine your process and improve future direct mail efforts. Determine which tactics were successful and which ones to avoid in your next campaign.
How Well Do Mailers Work?
Direct mailers can be just as effective as popular digital marketing campaigns. They boost sales, retain customers, and attract new clients while improving brand recognition and awareness. With direct mail marketing, you can achieve a higher ROI without exceeding your budget. When customers are in need of the products or services you offer, they’ll remember your brand.
Direct Mail Marketing Campaign: Final Thoughts
A successful direct mail campaign requires careful planning, design, and execution. If these steps seem challenging or time-consuming, or if you lack the necessary resources, consider using Postalytics. With their templates, automation, and support, you can create and launch an impactful campaign with minimal effort. Let Postalytics handle the heavy lifting, so you can focus on growing your business.
Get Your free account today.