Direct mail can often be overlooked when forming a marketing strategy, but in fact, holds many advantages to businesses and organisations looking to deliver on brand objectives and KPIs. When executed strategically, direct mail campaigns can deliver exceptional return on investment (ROI). In this article, we will explore effective strategies for maximising ROI with direct mail.
Why is ROI Important with Direct Mail?
A return on investment (ROI) is important for any marketing activity. ROI is a key metric that’s measured when evaluating the success of a campaign and will help determine whether a campaign was cost-efficient and effective in achieving its objectives, such as an increase in sales or store visits. If ROI is low, then businesses could find it hard to justify putting budget towards certain marketing activities. Therefore maximising ROI is at the forefront for businesses and their marketing activity, including direct mail, which can be used in itself to maximise ROI.
The Advantages of Direct Mail
Thought of as a more traditional marketing channel, direct mail is often overlooked in the current digital age. However, research shows it to be a highly effective marketing method that delivers great results, even bettering some digital channels in terms of response rates and brand awareness. Due to allowing recipients to physically engage with the mailer, more of an emotional connection is formed with the conveyed message which has a positive impact on brand loyalty and recall. The Royal Mail found that 80% of people remember seeing or reading some mail sent to them in the last four weeks, and 86% were driven to connect with the business online after receiving a mailer.
Strategies that Maximise ROI with Direct Mail
There are various ways in which a business can maximise ROI with direct mail. This is done by having a well-thought-out strategy in place that clearly defines the campaign objectives, whether it is brand awareness or revenue. Effective strategies for maximising ROI include:
Define Your Target Audience
A successful direct mail campaign will have a clearly identified target audience to ensure its message is in front of the right people, thus resulting in strong engagement and ROI. The more targeted a direct mail is, the better. Things to consider are demographics, interests, and buying behaviours of ideal customers.
One of the key advantages of direct mail is its ability to offer a personal touch, which in turn will lead to a sense of connection making recipients more likely to engage, consider the offer and drive ROI. Variable data printing technology can be used to personalise each piece of direct mail with the recipient's name, address, or even past purchasing history.
Create Compelling & Relevant Content
Capturing the attention of recipients is key when looking for a good ROI. A direct mail piece must be visually appealing and contain compelling content that clearly communicates the value proposition of the product or service. Persuasive language, captivating headlines, and eye-catching visuals will draw the reader in and create a lasting impression that leads to a successful direct mail campaign.
Include a Call to Action
A key strategy for maximising ROI with direct mail is including a clear and concise call to action (CTA). Whether it's visiting the website, visiting a store, signing up for a newsletter, or redeeming a voucher, it needs to be easy for recipients to take the next step. Offering an exclusive promotion or limited-time offer to create a sense of urgency and motivate immediate action is a great strategy for maximising ROI.
Track & Measure Results
To maximise ROI, it's essential to track and measure the effectiveness of the direct mail campaign. Assign unique codes or URLs to different mailings to determine which ones generate the most responses. Use trackable phone numbers or custom landing pages to capture data and analyse the conversion rates. This data will provide valuable insights for refining future campaigns and optimising marketing efforts.
Integrate with Online Activity
Omni-channel and 360 degrees marketing strategies that include direct mail are a great way to maximise ROI, especially when interlinking the online and offline worlds. Include website URLs, social media handles, or QR codes in your mailings to encourage recipients to engage with a business’s online platforms. Retargeting techniques can also be implemented to display online ads to those who have interacted with your direct mail, reinforcing your message and driving conversions.
Test & Define
Successful direct mail campaigns often involve continuous testing and refinement, to continuously drive an increased ROI. Experiment with different formats, offers, messaging, or targeting strategies to identify what works best for the audience. A/B testing can help compare the effectiveness of different elements and optimise direct mail accordingly.
Maximising ROI with Direct Mail Print
Print marketing should not be overlooked, despite digital marketing taking the forefront. A combination of the two can prove to drive ROI for many businesses, especially when executed strategically.
A Direct Mail Print, we make it easy for you to make your direct mail campaign a reality. With creative and printing services with fast turnaround times, we can accommodate your every need for a range of direct mail assets, including flyers, leaflets, booklets and much more.
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