People don’t just buy from companies they like. They buy from companies they trust. When you send out direct mail campaigns, it’s important to keep this in mind. Let’s look at five ways you can establish trust with your customers.
- Use solid, believable content. Leave the extravagant claims and cheesy superlatives to the late night infomercials. Make your headlines and body copy factual and believable. Back up your claims. Be specific so people know that you are representing the product accurately.
- Write for your audience. If your marketing copy sounds generic, recipients might not feel that your claims are genuine. It’s hard to trust a company that is willing to sell anything to anybody whether they really need it or not. Target your offers, marketing copy, and calls to action to each target audience specifically so they recognize your claims as true.
- Credible design. Marketing copy can be superficial and cheesy, and so can design. If you use five different fonts and clutter the design area with tons of images and an impenetrable sea of text, your piece will look unprofessional. If your design looks unprofessional, your company will too. Avoid super tiny fonts because they make it look as if you are trying to hide something.
- Use real people. Customer testimonials are great for establishing credibility, but they have to be from real life people. Use names, locations, and pictures of smiling faces when possible. Assure readers that these are actual people, not customers you made up.
- Proofread your text. Spelling and grammar errors don’t make for a professional image. Have a professional editor or proofreader get a final set of eyes on your copy to ensure that there are no mistakes.
When it comes to direct mail, there are no shortcuts. Be sincere. Be credible. Present not just a great product, but a company that people can trust.
Do you have enough data in your marketing list to make your targeting as effective as it can be? If not, you can work with a reputable list provider to add fields that create exponentially more value.
This extra insight can enable better targeting. It can also save on your mailing costs. For example, if you’re a home renovator, you should know whether someone owns or is renting their home. If they own their home, you want to know when it was built. If the house was built in 2015, they aren’t likely to be renovating any time soon.
Most of us know you can refine a marketing list by age, gender, ethnicity, and household income. Here is a list of some of other data types you can use, as well:
If you sell services related to the home:
- Homeowner or Renter
- Square footage and lot size
- Length of residence
- Estimated home value
If you sell services related to automotive:
- New or used car
- Make and model of car
- Estimated value of car
If you sell services to specific age groups:
- Presence of children in the home
- Presence of young adult
- Presence of an elderly adult
Other consumer services:
- Home business indicator
- Business owner indicator
- Deceased indicator
- “Green aware” indicator
There are hundreds of different ways to refine data. You can also find out if someone donates to nonprofits, likes to participate in sweepstakes or contests, or even if they are known to respond to direct mail. Some indicators are based on modeling. Others are based on data sources.
Before sending out your next mail campaign, talk to us about your marketing goals and let us help you explore the wealth of data available to greatly enhance your efforts and return even more powerful ROI!
Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels its readers prefer for a variety of marketing activities.
While digital, social, and mobile media continue their astronomic growth trajectory, this year’s survey finds that direct mail is holding its own, and strongly. In particular, direct mail is growing for customer acquisition and retention.
- In 2015, 54% of Target Marketing respondents were using direct mail for their customer acquisition efforts. In 2016, this rose to 58%.
- In 2015, 51% of Target Marketing respondents were using direct mail for their customer retention efforts. That has risen to 55% today.
Why is direct mail growing for acquisition and retention, even in the face of consumers’ love affair with digital and mobile media?
- Email addresses go out of date very quickly, and mobile phone numbers are not always easy to get. Once you have a physical address, however, you can maintain contact with that customer for a long time. Even if people move and don’t provide a new address, you can get address updates from the U.S. Post Office through the National Change of Address (NCOA) service.
- Even when someone has opted out of phone, email, and mobile contact, you can still reach them by postal mail. Direct mail is powerful and proven effective for re-engaging customers who have dropped off your email list.
- In a world of electronic media, the physical mailbox is a powerful open door. When a well-designed mail piece shows up in a customer’s or prospect’s mailbox, it doesn’t get lost the way emails in the saturated and highly filtered inbox do. It gets noticed right away—and nearly always read.
Want help using direct mail to break through the clutter and get attention? Give us a call!
Want to create direct mail that motivates to action? Take some tips from the advertising industry. These tips are based on human psychology that smart advertisers know.
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