Despite the evolution of technology, direct mail is still a vital part of any company’s marketing mix. It is still very effective and can be used to reach out to a wide range of target audiences. One of the most important factors that businesses need to consider when it comes to launching a successful local direct mail campaign is the proper strategy. This guide will help them develop a compelling marketing campaign that will work seamlessly with their existing sales.
One of the most important factors that you should consider when it comes to developing and implementing effective local campaigns is the importance of personalization. According to a study conducted by the Direct Marketing Association, over 70% of Americans say that direct mail is more personal than Internet marketing, and 56% stated that receiving mail in the first instance was a “real pleasure.”
Every aspect of your marketing materials should be personalized, from the greeting that you direct to a specific person to the direct call-to-action that you provide. In addition to being able to identify your target audience’s pain points, you should also consider how your product or service can help them solve their problems.
This will help you create materials that are more personal and encouraging to your target audience. Doing so will allow you to deliver effective and memorable marketing materials.
DON’T’ FORGET CONTACT INFO
The main advantage of local businesses over their national counterparts is that they’re local. This means that when it comes to dealing with a national company, you can be assured that the order will be handled by the local business. On the other hand, if the company doesn’t have a physical address within a certain distance, you might have to go through multiple channels, such as email, phone calls, and online.
In order to ensure that your direct mail materials are delivered to the right people, always include the contact information of your company. This should include your name, address, and any other identifying details that you may have. You should also include a link to your website or social media profiles so that potential customers can easily find you.
Also make sure that you include the contact information of your company in a way that makes it easy for potential customers to call you. Don’t take for granted that you’re local, as people will have to know how to call you. If you have a business that’s located in a large metropolitan area, you might want to include street addresses and other details to make it easier for potential customers to find you.
INCLUDE A BUSINESS CARD
Always include a contact information card in an envelope mailer. Business cards are typically only used for face-to-face interactions, and they are very personal. Having this card in your envelope will reinforce the idea that you are a local business.
This is an important part of any marketing campaign as it shows that you are competing with other companies in the same niche. It also increases the likelihood that the reader will accidentally misplace the contact information.
GO “ALL IN” ON LOCAL EVENTS
For years now, businesses have been using various marketing techniques to combine promotions and events. One of these is the Super Bowl, which is when many companies start holding large promotions. These are usually related to the event itself, as people are likely to be interested in the products or services that are featured.
Even small businesses can benefit from combining events and promotions. For instance, if your area is hosting a certain event, such as a founder’s day ceremony, you can use that as an opportunity to promote your business. You can also send out various materials related to the event in order to increase the relevance of your message.
EBRACE BUYER PERSONAS
A buyer persona is a fictionalized version of a person who is interested in buying from you. You can create one by writing a short biography of someone like Sally, a 34 year old single mother from Illinois who makes $40,000 annually and has a lot of issues with X, Y, and Z. This will help focus your marketing efforts on the content and imagery that will help your buyers respond to your message. Instead of writing in general terms, write copy that is similar to what you’re writing to Sally. This will help increase the likelihood that your buyers will respond.
When using buyer personas, make sure to consider how the local area might affect someone like your fictionalized target customer.
- Are people in a particular area dealing with specific issues?
- What is popular in your area?
- What local colloquialisms can you work into your copy?
Paying attention to all of these factors will help with really embracing the “local” angle of your materials a great deal.
According to Entrepreneur.com, stamps can help boost your open and response rates. They can also help you get more mail opened. Research has shown that stamps are more frequently opened than regular mail.
The reason why stamps are often opened first is because it took a human to put them on the envelope, and a machine would typically handle the metering. Having a personalized message is very important in order to establish a strong connection with your potential customers. Although it’s a small step, it can help boost your local direct mail success rate.
CONSIDER INCLUDING A VALUABLE ITEM THE READER CAN GIVE AWAY
One of the most effective ways to promote your business is by adding an item that the reader will find valuable. This is a common marketing technique that can benefit local businesses. For instance, if you have a good pen, you can use it in your direct mail materials. Even if the reader doesn’t have a passion for your business, having a good pen can help boost sales.
If the pen has your company’s logo and address on it, then it can be an effective marketing tool that can bring in new customers. The original recipient can then give the pen away, which helps build brand awareness and increase the number of people who use it. Even if the person who gave you the pen loses it, you can still use it to promote your business.
INCLUDE COUPONS WITH EXPIRATION DATES
One of the most effective ways to boost your local marketing efforts is by embracing coupons. Although these are not always appropriate for every business, they can be used in a variety of ways to promote a special event.
In addition to boosting the open rates, coupons can also create action. One of the most effective ways to boost your local marketing efforts is by incorporating coupons. They can be used to promote a special event or to give your customers an opportunity to save money. For instance, by announcing that the promotion is good in-store only, you’ve given your customers an opportunity to check out what your business is all about.
The staff members of your store can take care of the rest after the customers have entered. This is very important for small businesses as compared to national corporations.