- On January 14, 2020
How do you reach millions of clients, keep the ones you have, and build your listings even more?
Having a great product, Determination, and Solid Strategy
You already established that your services or product does what it is intended and your satisfactory rate is in the higher percentile. The flow of determination has brought to this site because you want to go even further in your marketing reach. So, the only thing that’s left is your strategy.
Your competitors are all thinking the same thing; What is the secret code to gaining more of the customer base than everyone else? There really isn’t a code per se, and that’s the secret. Direct mail though, is a heavy hitter when it comes to contacting the far and wide. It casts the biggest net possible, but how do we get the fish to swim in the net?
Before we begin, here are some stats to support that direct mail marketing is one of the oldest yet greatest tools to have in your tackle box.
- For every $1.27 used to create a mailing, the ROI is almost three times that. That’s a 31% profit.
- Out of 100 sales emails, only 0.6% are acknowledged. Out of 100 direct mail advertisements 2.7%-4.4% are responded to. Still seems like a small number, but when it’s all considered in the grand scheme of things: with a million sent out, a reply of 4,400 comes in. Not bad for just sending something in the mail.
- The day of the catalogs isn’t dead either. Do you remember the big advertising books right before the holidays? With emails and catalogs combined, a rise in sales by 49% also brought a 125% in requests for more information, opening up the communication highway for even more sales.
Now for the creative fun side of things. Direct mailings started as just simple one page flyers. It got results, but that format soon faded and got boring to the general public. So, the setup evolved, changing with certain audiences, keeping up with the current times, and being relatable. Nearly ⅔ of GenX active shoppers have a good reaction when receiving direct mail. You can still send out flyers, or stuff envelopes, postcards, or fill a padded envelope with tons of information.
Go big or go home is a great phrase when choosing the right combination to send. Imagine yourself sifting through your mail: Bill, Bill, Postcard for the new car dealership in town, Bill, and a Package of some sort. What do you want to open first? 78% of people said they would open the small package and 25% of those people wouldn’t even look at who sent it. They are completely devoted to seeing what’s inside. There’s the bait ladies, and gentlemen. You cast the net, they see the yummy goodness, and the prospects start swimming towards it. https://www.printhouse.com/how-to-use-dimensional-direct-mail/
How do we keep them wanting to stay in the net? When they open the package or envelope, is it personalized? Connecting with them also means relating it to them. Even though you sent hundreds, maybe thousands of these advertisements, it makes them feel like the mailings were specifically made for them. Depending on the product, campaign, or even the age group you’re trying to contact, think about all the details: wording, fonts, colors, and graphics.
At this point, the “net” has been set down and forgotten about. All that’s left is the enticement in their hands. So, what’s left to do? Getting them to enjoy the ride back onto your boat. Being innovative with the ideas of how to do just that is tricky, but not impossible. Give them something to do. Implement scannable codes to bring them to your site, scratch off spots for an extra percentage sale, maybe even a raffle number for them to enter on your site. 84% of the Gen Z have received a direct mail piece with a QR code to interact with a brand online and 40% of these campaigns used direct mail and generated a profitable ROI. Have you seen business cards that can be folded and formed into a model of a product or company symbol? Direct mailings can do that as well.
Now that everyone is onboard, safe and sound, they are wondering where to go from here. Some have replied to your site, filled out a form and sent it back, or called. A follow up direct mailing is a great way to keep in contact. It doesn’t have to be elaborate, just something like a past card or letter showing that you’re still interested in them becoming a client of yours.
Print House has tons of options when it comes to direct mailings. Just click on the link and you’ll be amazed what we can do for you and your next campaign.
We’re well prepared to answer any questions. Oh, and last but not least, here’s a little info on how we can tie everything together from beginning to end with our Boost Program.