You should read this article if: you are interested in using direct mail marketing to grow your business and increase brand awareness.
We will be discussing why direct mail marketing is still effective and how to use direct mail marketing to create a direct mail sales funnel that will grow your business.
Do you remember all of the coupons, advertisement and junk that you used to receive in your mailbox every day?
Chances are that the amount of mail that once came to your physical mailbox each day is dwindling.
You probably receive a fraction of the amount of mail compared to the amount you got in the late 90’s or early 2000’s.
Everything has shifted to the digital world and instead of junk in your mailbox you are now getting it in your inbox.
When marketing a product, you want to choose the marketing channel that is going to give your brand the most exposure for the correct price.
Many people are constantly overwhelmed by the amount of email they have in their inbox.
If you are like us, then you can probably relate.
Sending a piece of direct mail can be a great way to stand out from the competition, and engage customers in the real world.
People check their mailboxes almost daily, and they have less items in their mailbox than ever before.
This could be the perfect opportunity for your brand to stand out.
We put together a direct mail sales funnel that will help measure the effectiveness of direct mail marketing campaign and to prove that direct mail is not dead.
Create A Mailer
There are many different types of direct mail that you can send.
You can mail brochures, flyers or even postcards to your list.
The mailer should be designed with your target audience in mind.
You need to create a visually appealing mailer that will stand out from the other mail.
Creating an eye-catching design is one of the most important parts of a direct mail marketing campaign.
The difference between a good and great design is that one ends up in the reader’s hand, and the other gets tossed in the garbage.
Once you have created a great design that captures a person’s attention, the next step will be to write some tantalizing copy.
The design will get the view to read the mailer. The copy is what gets them to take action.
The copy needs to persuade the users in less than 10 seconds that the action you are trying to get them to take will be worth the time investment.
Whether you are going to give free guide, a product discount or exclusive information, you need to convey this message as quickly as possible.
The mailer needs to have a clear call-to-action that specifically tells the reader what they have to do to claim your offer.
For this sales funnel we will be setting up a unique landing page for your direct mail campaign.
Your call-to-action should be used to direct readers to visit the website URL that is listed on the mailer.
Set Up A Landing Page
A complaint that we often hear from people who are interested in using direct mail marketing is that they are unable to track the effectiveness of their campaign.
This is important because your company should know the strength of its mailing list and be able to measure if direct mail is an effective marketing strategy for your business.
A great way to track the quality of a list and the effectiveness of a campaign is to create a dedicated landing page for your direct mail campaign.
Sidenote: If you are mailing coupons, then you should be able to measure and track the usage of your coupons. This means that you will not have to set up a landing page.
The landing page that you create MUST match the style of the mailer that you sent them.
This is extremely important because you want the person to know that they have landed in the right place and maintain brand consistency.
There are many ways that you can do this.
Here are a few examples:
- Make the mailer and the landing page have the same font
- Use the same color scheme on the landing page and mailer
- Include the same image from the mailer on the landing page
Letting people know that they have come to right website will prevent them from leaving or getting confused.
The landing page should also have a unique URL that would not typically be accessed by anyone who didn’t receive the mailer.
For example, the URL could be yourcompany.com/directmail. Although, we hope you would be more creative.
It is important to remember that you should keep the landing page URL short since people will be typing it directly into their web browser.
If you have Google Analytics installed on your website, you will be able to track how many people access that web page.
For example, if you send a mailer to 500 homes and the web page received 50 hits than you know that you know that 10% of that mailing list took action and visited your website.
Focus on Conversions
The landing page will also focus on getting the visitor to perform whatever action you would like them to take.
That could be filling out a contact form, purchasing a product or downloading a free item.
The copy on the landing page should be centered around persuading the visitor to take action.
Unfortunately, many people who come from the mailer and onto the landing page will not convert right away.
You will get people who visit the landing page and then leave without performing action.
But that doesn’t mean they aren’t interested in your offer. People are busy and get easily distracted.
Maybe a friend called when they were filling out your contact form and close their laptop.
This happens all the time, and this is why it is important to include a retargeting code on your landing page.
Whether you are using Facebook Ads or Google Adwords, having a retargeting code on your landing page will allow you target visitors who left your website without taking action.
You can use Facebook Ads to display an ad to a past landing page visitors to remind them to come back to your landing page.
You can also do the same by displaying a display banner in Google Adwords.
Direct Mail Marketing Facts
In case you wanted some facts to prove that direct mail marketing is not dead, we decided to include some that we have found across the web.
- 70% of Americans say mail is more personal than the Internet. Source: Cohber
- 56% of customers find print marketing to be the most trustworthy type of marketing. Source: DMA
- 92% of young shoppers say they prefer direct mail for making purchasing decisions. Source: Alpha Graphics
- 40% of consumers try new businesses after receiving direct mail. Source: MarketingProfs
- 48% of people retain direct mail for future reference. Source: Alpha Graphics
Direct mail marketing is not dead. The facts above prove that it is still alive and well.
As long as people have mailboxes it will still be an effective form of marketing.
If you know how to use direct mail marketing inside of a sales funnel you will be able to have a successful campaign that is completely trackable.
Combining digital marketing with direct mail marketing will help increase the performance of the campaign and give your company a greater insight into quality of their mailing list.