In today’s competitive business environment, the one thing that is consistent is change. It is imperative to be able to evolve as consumer trends change in order to deliver an effective marketing message which will prompt consumers into action. Equally important is to adjust marketing messages delivered across various marketing mediums such as website, broadcast, direct mail, etc. These are examples of a few of the challenges marketers face when relying on the effectiveness of direct mail.
Stay Relevant To Your Audience
When implemented correctly, direct mail can be precisely targeted and very personalized, which will lead to a greater rate of return and increased ROI. By property targeting each recipient and ensuring the offer is relevant is critical to ensure its effectiveness. By first identifying the target customer through certain selection criteria, such as predefined demographic criteria, allows for a very focused target group to deliver your message. Studies show that individuals receive over 2,000 marketing messages every day, therefore, it is essential that these messages are relevant and differentiated in order to prompt a response from the consumer. By accurately targeting recipients you can reduce costs by eliminating unqualified mailings
Get Their Attention!
There are certain challenges in designing direct mail pieces; the major challenges are making sure the printer, lettershop, USPS and envelope manufacturer can meet the client’s requirements. Companies can no longer expect to rely on having the best quality, price, delivery and service; all these things are now expected. Companies have to continuously innovate and stay ahead of the curve in order to find new solutions and ideas. It is important to understand the major aspects of each process in the mail stream when developing a new design to be compliant with the USPS. By involving lettershops during the design phase helps provide recommendations for design and testing of the new format.
More Than Just A Mailer
Companies should look at increasing the life of the envelope and direct mail piece beyond just delivering the mail. By doing this, companies will extend the marketing effectiveness of their piece. Each time the customer uses the envelope they will see your marketing message.
By taking a creative approach and designing the mailer in a way that it can be used as a long-term storage device for things outside of the mailer will extend its life and get your marketing message out there more often.
One more consideration is the direct mail piece and envelope. Even if one takes an eco-friendly approach to direct mail, the mail piece does not have to look unusual. There are many top-quality envelope manufacturers that create eco-friendly options, including “green” paper envelope products.
Direct Mail Product Development
During the product development stage of direct mail, there is a delicate balance of creativity and engineering which impact the outcome of the direct mail piece. The piece should be engineered to be automation-compliant, while also taking into account the creative aspects.
Proper engineering is important in order for the envelope to be approved by the USPS, but engineering alone will not ensure the envelope is opened and read. In order to properly deliver the message to the target, the envelope must be opened and read.