Whether you’re announcing a new product launch, promoting a service, or you want to remind your customers that your business is there to fulfil their needs, utilising direct mail can be just the thing that pushes people over to a sale. We know that direct mail is an undeniable part of marketing campaigns, and even in the digital world, current customers or future prospects are more likely to appreciate something tangible that represents your brand.
Delivering a good direct mail campaign is a fine balance between promoting what your business does and also personalising the message or the entire campaign to the recipient. You should convey who you are and what you do, but take care not to overwhelm the customer with too many branded materials from your business. It’s not about you, but more about what you can provide for your client base.
When speaking of personalisation, what we mean is tailoring the content of the campaign specifically to the recipient and learning about their needs or shopping habits. If you know your target audience is in need of garden furniture and your business provides this product, the message and design elements can be tailored accordingly. Or if you’re trying to sell your services to another business, the personalisation could be a nod to the type of business they are and/or refer to a specific pain point they may have that your service could answer.
When a campaign is generalised, it’s clear that it’s just a marketing message that’s been sent out to a whole mailing list which means it’s more likely to be binned. Make sure you tailor content and include relevant promotional materials that are more likely to make your campaign stand out.
Products for Brand Awareness
Catalogues, leaflets, flyers, brochures and posters are a great way to promote a product or a service.
You could also include product samples in the mailing packages. We all love a freebie so if your business has popular or new products on the market, why not include them? This will not only make you stand out and make your business more memorable, but it’s also more likely to persuade potential prospects to make a purchase.
Stationery, for most people, is used every day all year. Pens, notebooks, diaries or calendars are popular promotional materials and are a safe inexpensive option. These can be branded with your companies’ logo and serve as a reminder of your company for as long as the recipient holds on to it. There are also ways to be creative with it such as personalised messages inside notebooks or calendars that provide information specific to your business.
Sending out tasty treats as part of a direct mail campaign is a unique idea that will definitely keep your business at the forefront of the customer’s mind. These can be anything from cookies, cupcakes, doughnuts, or some sweets. However, you’d have to make sure that any food included isn’t a perishable item or isn’t too fragile, so it doesn’t arrive crumbled or stale by the time the package is sent out. You’d also have to keep dietary restrictions in mind, but there are ways to get around this by sending out treats that already cater for common dietary restrictions.
More and more business are adopting green initiatives in order to cut down on carbon emissions. Sending out eco-friendly promotional materials not only conveys your brand’s ethos but also acts as a creative gift or activity for the recipient. For example, mailing out seed packets or pencils that can be planted once they’re no longer used is something the prospect will nurture for a long time, and it’s a nice reminder of the relationship between you and your customer.
There are some great product options to use as giveaways. From keychains, fridge magnets and coasters, to tote bags, mugs, mouse pads or even phone cases, the options are endless! All you need is a little creativity and a set budget for how much you’d like to spend and then select your promotional materials accordingly.
These can either be branded with your businesses logos or if you’re wanting to be a bit more creative, there are many ways to personalise these products.
The promotional materials you choose directly reflect who you are as a business, so keeping these tips in mind could mean the difference between a sale or the package ending up in the bin. Adding a sprinkle of creativity and investing a bit of cash into your direct mail marketing can really pay off in the long run. Direct mail can be very interactive and more personal than digital marketing, so be creative with your promotional materials and you’ll be set for success.Back to case studies