Applying Direct Mail & Trigger Mail Marketing
Electronic communications might be prevalent now, but it is still hard to beat the effectiveness of traditional direct mailers. Postcards and letters’ tactile nature makes them stand out in people’s minds. However, not all such campaigns are equally potent. Below are tips for increasing your direct mailer’s response rates.
Contact Info Is Vital
Invite your direct mail recipients to contact you, and make it easy for them to do so by providing various forms of contact information: your mailing address, phone number, email address, and so on. You should make sure this information gets printed in large, bold lettering. You might even wish to incentivize people to contact you: a limited-time discount.
Simple and Engaging
Each of your direct mailer campaigns should have only one purpose, and you should keep that message brief and straightforward. For example, you might publicize a new product or an upcoming sale. Moreover, that item should sound exciting and beneficial.
Be Persistent
Send at least a few messages to each potential customer for every direct mailer drive you launch. Most people will disregard your mailings the first and second time, but eventually, many will read your message and give it due consideration. Also, be aware that the same logo should prominently appear on all your mailers.
Moreover, measure your response rates carefully and try to tweak your mailers as you go along. You might discover that you get more replies when you place a particular photo on your letter or use an unusual stamp. Keep using whatever seems to attract more attention.
Send Trigger Mailers with Targeted Mailing Lists
Perhaps the most reliable way to get responses is to use trigger mailers. Trigger mailers target individuals who fall into specific categories. For instance, Auto Trigger Mailers would go out to all customers in your area who have recently applied for auto credit. You could send someone a letter that tells them that all car dealerships are not the same and your dealer has the experience to help.
Imagine getting your competitor’s customers the day after they left the other dealer.
To know which kinds of trigger mailers to send to which individuals, you need to target mailing lists, which are databases that supply the names of potential customers in all sorts of groupings. Of course, you must get your targeted lists from an organization that’s reliable and reputable and one that Trans Union, Equifax, and Experian authorize.