Great direct mail design has the ability to capture a recipient’s attention, get them to read and process content, commit to the message, then execute a specific call to action. Although there is no secret formula for direct mail design that will guarantee 100% participation from all recipients, there are best practices marketers should follow to increase brand visibility, response rates, and overall ROI.
First, know the target audience and determine the end goal.
Before starting to develop direct mail copy and design, the following should be clear: What are the characteristics of the target audience and what is important to them? Knowing details about the target audience will help determine the appropriate tone to use for copy, which images should be included, and how to structure ideas in a way the target audience will understand. Also, the more detailed a marketer can be when identifying qualities and characteristics of their audience, the better the opportunity to refine the message for specific segment groups. For example, a real estate agent directing a postcard to potential home buyers can segment that broad group into specific categories – investment purchasers, renters, first-time home buyers, expanding families, etc. Each of these segments would have different motivating factor for purchasing a new home; therefore, the message should speak directly to those issues.
Just as important is clarifying the goal for sending a direct mail piece. What is the intended outcome of the piece? Is the intention of the message to inform, provoke an action, or just to promote awareness of the brand? Whatever it may be, there should only be one main idea represented on each direct mail piece. Marketers may only have but a few seconds of the target audience’s attention; therefore, marketers need to choose one goal and drive that point throughout the direct mail piece. Read More »
I came across an interesting research study completed by ICOM, a division of Epsilon Targeting. The study shows that the 18-34 year-old demographic prefer by a wide margin to learn about marketing offers via postal mail and newspapers. Interesting report for marketers continuing to focus solely on the social front. Read the overview and/or download the full report.
The information goes with what I personally heard from a panel of 18-year-old students at the Stamats Integrated Marketing Conference held in Chicago this past July. This particular panel was brought in to share with university marketing gurus how they prefer to be communicated with and what they valued during their college decision making process.
When the students were asked if they preferred communicating with universities via social media or even mobile texting during the decision making process, the answer was a resounding, “No. Social is for personal connections and you better not text me if I don’t give you permission.”
They went on to share they they did use social media once they had made their decision on a college to attend, specifically to find out about how to get involved once on campus.
The preferred medium until then? Direct mail.
Innovations in technology will only help the direct mail cause. Quick response codes (QR codes), mobile marketing elements and unique codes can easily be included on direct mail pieces to provide consumers with multiple ways to respond via their preferred channel and provide marketers with near real-time results on campaigns.
I came across this blog post by Missy Jensen, Social Media Manager at DMEautomotive. The examples provided are for automotive dealerships, but are applicable across multiple industries.
In the blog post titled, “Top 5 Ways to Get Your Direct Mail Noticed,” Jensen concludes by sharing, “By sending personalized, consistent, relevant and timely messages to your customers when they need them most, you will ensure that your mail is always pleasantly received by your customers. Remember, customers will welcome information when they need it, so be sure to send them believable and appropriate mailings, offers and promotions at the most opportune time!”
I couldn’t agree more.
For all real estate professionals, here is a final review of the key direct marketing highlights from the QuantumDigital booth at the 2009 REALTORS® Conference & Expo.
Key topics at the booth included:
- How to use social media with direct mail.
- New social media postcards and personalized postcards to increase ROI
- How to automate farming and buyer follow-up campaigns
MLS integration was of high interest to corporate level decision makers in the industry. This integration allows easy ordering and immediate display of information on postcards, flyers and other key media types from listing data.
Several real estate professionals also stopped in to share what is on their minds moving into 2010. Watch videos from the conference on the QuantumDigital YouTube Channel.
Read more about the highlights, speakers, tools and new technology on our press release and download helpful whitepapers.
Enjoy your Friday,
Jamie
No one likes being ignored, lumped in with the masses or seen as anything but the individual that they really are. Many people would argue, including myself, that a one-size-fits-all approach in marketing is ineffective and a waste of time, money and resources.
Highly personalized direct marketing efforts—direct mail, printed collateral, email and personalized landing pages—have been proven time and time again to improve response rates, boost sales and promote action on the part of the consumer/prospect. But don’t just take my word for it…
See how Move, Inc. leveraged personalization and technology to help real estate agents attract new business, increase response rates from leads and generate revenue despite a struggling real estate market.
View the video and download the latest whitepaper from QuantumDigital.
