Table of Contents
A successful direct mail campaign involves many factors, and this article will outline some of the best practices needed for digital marketing and each direct mail marketing campaign you launch. For local businesses, it is best to keep your direct marketing plans rooted in what your business can provide for the community.
Throughout the course of this article, we’ll cover the following topics in depth:
What direct mail marketing is
How to structure door direct mail
Best practices for mail marketing efforts
How to best reach your target audience through direct mailing
How to streamline your direct mail marketing efforts
How Kennected uses direct mail advertising to reach customers
Read on to learn how direct mail marketing performs in the context of your business, as well as direct mail tips for small businesses.
What is Direct Mail Marketing?
Direct mail marketing is the usage of letters to communicate with your clients.
Direct mailers rely on direct mail marketers to help craft their messages from their business to send out to their customer base.
For small businesses, the direct mail industry is a great place to foster relationships and send correspondence.
Here is just a few of the items that direct mail marketing can provide for your business:
Sending promotional materials
Using digital marketing
Sending out digital advertisements
Including coupon codes
Using graphic design tips and personal touches
Helping to drive traffic
A high response rate
Target based communication efforts
As a small business, it is especially important to foster relationships with your clients.
When you take the time to bond with your customers, a few good things happen.
First, your client is more likely to employ your services for a longer period of time.
Second, they are more likely to recommend your business to a friend.
Third, they may even promote your services on social media themselves.
Email marketing is one of the best ways to foster these relationships with ease.
How to Structure an Email Campaign
When it comes to direct mailings, you need to first have a plan before you start writing your mail campaign.
To ensure the campaign’s success, take a moment to outline what you want this specific email campaign to accomplish.
Ask yourself the following questions:
What is the point of this message?
Where will this drive traffic to?
How will this message be received by my clients?
Is this content better suited for physical correspondence?
Having the purpose of your email campaign nailed down before you begin writing will help to streamline the process.
Keep the potential customer or existing customers in mind at this stage.
Always be thinking about how your messages will be received and if they accomplish your goal or fall short.
Best Practices for a Direct Mail Piece
There will often be times where you have a piece of content already created, and you now need to decide if this content is suitable for email marketing or another channel.
The simple question you need to ask yourself is this:
Is this content long or short form?
Long form content is suited for a direct mail campaign message, while short form content is usually not.
There are exceptions to this rule, so use good discretion when deciding what to do with your content and message lengths.
As a general rule, email messages are meant to be lengthier, while short form content is better suited for social media channels and ads.
When you have a longer piece created, use it for either direct mail marketing or email marketing.
What a Direct Mail Campaign Should Accomplish
Direct mail marketing should accomplish the following items:
Reach new customers with valuable information
Connect your local community
Contain event promotions
Include registered trademarks
Reach the right audience
Include a call to action
Small business owners who utilize direct mail marketing see greater response rates and outreach than with any other form of marketing.
In the current digital marketing age, direct mail marketing makes you stand out from the rest of the companies utilizing solely online communication efforts.
While direct mail marketing is a great way to communicate with clients, you also need to be utilizing email campaigns and other digital marketing forms.
What Content Should Not Go In Direct Mail Marketing Campaigns
The only content that should not go in a direct mail marketing campaign are images and captioned graphics.
As a general rule, direct mail marketing does not include any images or graphic design tips.
Stick to the written word when sending direct mail.
Since these mail pieces are going directly into the recipient’s mailbox, it is best to keep correspondence simple and straightforward.
Use direct mail to your advantage and stick to longer form pieces.
How Kennected Structures Direct Mail Campaigns for Success
As a cost effective method, Kennected uses direct mail campaigns for outreach and feedback purposes.
It can be very helpful to send out a paper copy of a specific article or piece of content that we find beneficial for our clients to have.
We use direct mail campaigns sparingly but effectively.
Use direct mail when applicable and watch your client relationships blossom.
Hop-On The Kennected Train
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day