4 Secrets Behind a Successful Direct Mail Marketing Campaign


n though it is widely overlooked, direct mail is one of the most effective ways to increase sales leads for your business. Most advertising mediums aren’t very helpful since they can’t be tracked in order to gauge their effectiveness. Direct mail, on the other hand, is budget-friendly, trackable and its results are also easily measurable.

For direct mail to help you create a predictable number of leads coming into your pipeline, you need to ensure that you have a well-developed and well-executive direct mail strategy. Here are some secrets for creating a successful direct mail marketing campaign.

1 Know Your Target Audience

This doesn’t only curtail to direct mail, but also to all other marketing sources. Knowing your target audience is the key to creating campaigns that resonate with them. The better you know your target customers, the more effective your direct mail campaign will be. Is there a specific type of demographic group that purchases your goods and services?

While many times sending out several thousand pieces at random can pay off in terms of generating leads, other times, it’s just pointless and a huge waste of money. The best option is to get lists of prospective customers that meet the description of your target audience. This will help you get your mail out to those who matter while helping you save money.

2 Track Your Leads

Always remember to track your leads and the costs per leads that you incur. This can improve your response rate and increase their effectiveness dramatically. A few easy ways to do this is to incorporate different names on letters, different phone numbers, or even asking the customers how they heard about your business.

Another great way to track your marketing is through split tests. This includes sending out two or more mailing to your prospective customers. Make sure that both these mails have different designs and contain separate messages to see which ones achieve a better response rate. Conducting split tests is a great idea to improve your marketing.

3 Pay Attention to Headlines

Businesses use a variety of marketing techniques to capture customer attention. Since customers are bombarded with so much information, it becomes really difficult for businesses to stand out in their eyes. In such cases, the best idea is to come up with a unique headline that is relevant to your target audience. A great headline will make people pay attention and shake them to the core, forcing them to give some sort of reaction.

4 Create an Automated System for Your Campaigns

In the light of new technology, it would be unwise not to incorporate automated systems into your direct mail marketing campaigns. There are various direct mail printers, distributors, and even designers that you can work with to create direct mail. However, when it comes to monitoring, you should have an automated system that keeps you informed about how many letters have been sent out, how many responses are being received and how many leads are converting. This great way allows you to tweak your marketing strategy.

These 4 secrets can help you can an effective and super successful direct mail marketing campaign if executed properly!