The way we do business has changed forever. Many professionals have shifted to webinars and virtual meetings, which are proving to be as effective as live events. While it may seem old fashioned, there is still a benefit of getting your ads directly into the hands of your audience. Continue reading for our 5 Essential Direct Marketing Tips.
Getting Your Marketing List Right
At LeadingResponse, we’re seeing response rates of 2.3% and even higher when direct mail is done correctly. (By comparison, 1% to 3% is the industry standard.) Here’s how to get the most out of your first – or next – direct mail campaign.
Tip 1: Hyper-Target Your Audience
In order to boost response rates, your first step is to pinpoint your audience. Hyper-targeting is easier than ever these days, thanks to the wealth of demographic information available in the marketplace. It may include:
- Ailment data
- Financial data
- Veteran and veteran spouse status
- Family connections
There’s another benefit of direct mail hyper-targeting: narrowing your focus will save you money. Understanding your audience, and choosing the right marketing topic will help you reach more qualified prospects, for less.
Tip 2: Re-target previous visitors
Most of us, at one time or another, have viewed an ad on a website and noticed the ad followed us to sites we visited later. This is called re-targeting. You can use direct mail to re-target individuals who have visited your corporate website, as well as people who have responded to your digital ads. Just be sure you’re using a sophisticated enough system to filter out any leads that aren’t appropriate for your business.
By re-targeting, you can generate more sales, reach currently interested prospects, increase brand awareness, and improve your overall marketing campaign.
Tip 3: Use honest language
Give your audience something to believe in. During these challenging times, people are anxious about their futures and the decisions they have to make. Acknowledge in your marketing that no one knows exactly what the future holds, and ensure your message is one of sincerity and positivity. Focus on becoming an honest source of advice for your market, and clearly outline your offer and how your services can benefit your audience.
Tip 4: Specify a targeted call to action
Any form of communication for lead generation, including direct mail, needs to prompt the person to act once they’ve seen or read it. Highly-specific directions like, “Sign up for our webinar at XXX.com” or, “Call us today at XXX-XXX-XXXX” have proven to be more effective than the more general, “Visit our website” or, “Call us for more info”.
Tip 5: Use consumer-based data
As we said before, there’s a lot of demographic data out there that you can use it to your advantage. Our experience at LeadingResponse – which has 25 years of responder campaign data – is that your direct mail piece should promote a virtual or live event at a time and day proven to draw more attendees. Some examples include:
- Webinars are best hosted on Thursdays
- Best event time for seniors is 2 p.m.
- Best time for adults is 6:30 p.m.
Make Your Marketing Count
By designing an eye-catching direct mail piece and following our five marketing tips, you’ll help ensure you increase your response rate and achieve a maximum return on your investment.
For more information about how to create a visually stunning mailer and reach the right audience at the right time while making the most of your marketing dollars – get in touch and let’s talk!
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