For budget-friendly options, PsPrint is one of the best direct mail marketing solutions on the market. However, the service does require a bit of design experience as they do not provide a self-serve design platform like other companies in the market. Best Practices for Direct Mail Campaigns 1) Adopt a data-first approach Similar to other marketing channels, you want to first start with accurate data. Leverage existing data in your CRM to.
- Best Direct Mail Campaigns 2018
- Best Direct Mail Marketing
- Examples Of Best Direct Mail Campaigns
- Successful Direct Mail Campaigns
Direct mail, while certainly a dinosaur in the world of marketing, can still be a powerful weapon in your arsenal – if it’s done correctly and intelligently, of course. We’ll lay out a few broad tips for you to consider if carrying out a direct mail campaign. This is one of the best examples of direct mail marketing campaigns that balance design and function in the products chosen. McDonald’s is also one of the best examples of direct mail marketing because it highlights the creativity of direct mail marketing campaigns and the possibilities of what can be done!
Running a direct mail marketing campaign isn’t easy. If you’re looking to get your company’s message out there on as many eyes as possible, it’s a pretty delicate process. You can’t just print a couple hundred copies on the Xerox machine in the break room and start stuffing envelopes, after all. Maybe that used to work back in the 20th century, but not today!
21st century marketing means you have to do everything you can to get eyeballs on your marketing materials. That means avoiding getting your marketing just thrown out without another thought. You have to make your direct mail marketing campaign stand out, not just on its own but from all the other noise that your average consumer gets bombarded with on a daily basis.
Are you feeling even more confused? Ready to throw in the towel? Don’t be. We have the best direct mail marketing campaign tips you need to unlock the potential of this excellent and effective medium. Here’s what you need to know to get eyeballs on your marketing materials – and how to translate that into better sales conversions.
The Rule of 40-40-20 for your Direct Mail Marketing Campaign
Marketing seems like magic, sometimes. But just because it’s sometimes intuitive (and often counter-intuitive), there’s still plenty of scientific basis for how to conduct good marketing. In fact, one of the most well-respected and widely-known formulas for success in marketing is as simple as it is precise: it’s called the 40-40-20 rule.
Here’s the breakdown. A successful direct mail marketing campaign relies on your list selection for 40%, your offer for another 40%, and then your creative execution for the last 20%. This means list-building and creating a truly attractive offer are each about twice as important as the creative presentation of your marketing mailer.
Sourcing the Best List Possible
So why is list sourcing so crucial? Well, you’re not going to get very much traction unless you have a solid list of prospect addresses. It can be a challenge to put that list together in many instances, however. If you’re marketing a new service to existing customers, for example, you’re in rather good shape, but if you either lack that existing base or you’re going in cold? It’s not going to be anywhere as easy.
There are a couple of things you can do here. In one instance, you can conduct your own demographics research and discover which local neighborhoods are likely to have the type of prospective customers your products or services will appeal to. The quicker but more expensive route is to purchase a pre-existing consumer list. It’s certainly an investment, but it might be just what you need to get started.
Get That Offer In Good Shape
So you’ve built your list as best as you can – now it’s time to send your message. What message are you sending, though? You have to have a solid offer in place that will entice these recipients to act. It’s got to be attractive, enticing, and speaks to a need the folks on your targeted list are likely to have.
Make sure your offer has added value. This is universal whether you’re announcing new sales, offering rebates, or handing out discount codes – without added value, you might not have enough there to attract your prospects into taking the next step. If you can afford to offer it to your customers, do so – as long as you can recover any losses from discounts through sales volume, upsells, or any other tricks you may have up your sleeve.
Partner With a Creative Powerhouse
The majority of the job is done! Now you have that last 20% to get squared away – your creative presentation. This is the final glue that holds everything together, making your mailer look aesthetically pleasing and attractive. This is harder said than done, especially if you don’t have any training as a graphic designer or something similar!
There’s nothing that says you should be trying to do this on your own, of course. In fact, this is the best argument for finding a creative powerhouse to partner with that can handle the details of layout and editing. In this case, your best bet is a professional print studio with lots of experience in drafting, printing, and even fulfilling direct mail marketing campaign orders.
Choosing a fully-fledged print house is certainly an investment. However, it’s almost certainly worth it – especially when you choose one that has full-service fulfillment options. When you’ve got expert help in designing, printing, and mailing your marketing materials, your life becomes so much easier – and your materials look so much more professional and attractive.
Las Vegas Color Graphics and Your Next Direct Mail Marketing Campaign – A Perfect Match
Ready to step up your next direct mail marketing campaign? Las Vegas Color Graphics is a skilled, experienced, and dedicated print house that’s been serving as the Las Vegas area’s premier print partner for more than 40 years. We have what it takes to provide you with our signature design, printing, and fulfillment services.
Our talented graphic designers will take your next campaign idea and bring it to life while; our state-of-the-art offset and digital printing presses will provide you a wide range of choices and capabilities. Our fulfillment services will handle mailing your marketing materials out the door and to your prospects quickly and easily. Ready to learn more? Contact Las Vegas Color Graphics today!
Here are 47 creative direct mail examples to inspire your next marketing campaign.
Firstly, Mercedes cleverly use the flap of the envelope to demonstrate the convertible to stand out in the mail.
The shock and empathy used in this example is a questionable strategy, but consider using an emotional hook (fear, guilt, jealousy, greed etc.) to get the audience’s attention and keep them engaged.
KitKat created a fake mail slip for forgotten post to emulate the royal mail missed delivery letter which is left in the letterbox when you miss deliveries. This is funny but also effective in grabbing the attention of the reader people’s brains have been wired to associate these slips as being important.
Skoda added a penny to their postcard which invokes curiosity and draws attention because of how unusually it is. There are many ways to invoke curiosity effectively.
This hilarious marketing postcard for dental implants combines natural human impulse and comedy gold to get the attention of the reader. Using humour is a great way to build your brand and have your message retained and shared on social media.
Use jokes, puns, and try to come up with something original and clever like Neopost.
Use cut-outs to stand out and show off your brand
This borders on gorilla marketing, but what kind of materials could you be using, what ways can you use physical materials for people to engage with you in person?
Best Direct Mail Campaigns 2018
The economist balloons send through the post grow the brain when inflated. A metaphor for subscribing to their magazine.
This Greenpeace glove demonstrates cleaning the waste with the iconic Greenpeace coloured glove. This example shows how being different and standing out will create a huge and lasting impression on whoever receives this.
Often marketers will use size to send oversized or large post. For the smart car the opposite was used, to show how small and nimble the car is for cities, being smaller can also help you stand out.
It’s not just the message which matters, the timing is important too. Send postcards on people’s birthdays or special occasions.
Create direct mail as an experience. BMW does a fantastic job with their mailers and create a luxury experience.
Make your marketing useful, one of the advantages of physical post is you have a much bigger range of things you can offer your audience to provide value beyond information.
Get creative with your envelopes. Try combining the exterior with the interior of the mailer.
What gets people attention more than cold hard cash? This has been done many times with a lot of success. Even including a peak of a fake 1 dollar note inside an envelope always gets the reader’s attention. Just make sure you can relate it to your messaging or brand. Otherwise the reader will feel tricked.
Fold outs and cute animals.
When people receive letters, they are often important. Make sure you give something of value in your message.
When people interact with your mail, they are more likely to remember your message and act on it longer. It’s also more likely to be shared within the household or on social media.
Direct mail doesn’t have to be paper, you can send anything.
Even an emergency box. Would you pay attention if you saw this in the post?
This in an old one, but the technique is good. Verizon cut holes in their mailer to demonstrate how you’d use their phone.
The interactive fish postcard.
The receiver of the gingerbread mailbox, is first delighted, and then curious as to why the foot is missing.
Google maps printed on the envelope to show directions or relay information.
Another incredibly creative example of humour in direct mail.
Send a balloon in a box.
Use origami on your mailing will make your post much more fun and interactive, especially if your product is aimed at households with children.
You’ll notice that interactivity is a common theme in some of these examples. That’s because it’s effective at drawing attention and being retained in memory.
HelloFresh personalise the messages to each person. Think about how you can use personalisation in your post.
The matchbox mailer:
Use fold outs to create a journey and tell a story.
Humans react more to things which are unusual and haven’t been seen before. Think about how you can do the same.
This example is to promote Macbeth at a Theatre.
Funny “miss-fortune” cookies 😂
Having your message retained in the household means it will increase the chance of it being auctioned. Create something of value to your audience and encourage them to keep it, as was done well with these discount tickets.
If you send products to your customers, think about how you can incorporate direct mail principals into your packaging.
This one plays on the expression “Peanut butter and jelly”
There is no limit to the number of shapes you can use for your mailings.
Origami is an effective way to be different and fun.
Remember when you were a kid, and in school you’d have popup books that you’d spend hours reading and experiencing. They would literally bring your stories to life. Well the same thing works for your mail, look at how Ikea have taken this principal for their marketing.
Bright coloured postcards stand out on the doormat
Best Direct Mail Marketing
Check out this DIY Cycle helmet
Papa john – masters of direct mail, have send physical paper versions of their pizzas
Make your mail seem personal and direct. People don’t receive as much mail as they used to and get excited and look favourably on mail which is humanised.
If you can send it in the post, it’s direct mail.
This postcard has instructions to run it under water, and when you do the message shows.
Examples Of Best Direct Mail Campaigns
Running a direct mail campaign can be time consuming, but there is a lot of opportunity in marketing with physical post because it’s much easier to stand out and be noticed compared to digital clutter.
With Postary sending physical post to your customers is now as easy as sending emails. You can design and send beautiful personalised postcards directly to your contacts. Visit https://postary.com to get started today.
Successful Direct Mail Campaigns
For tips on designing postcard marketing campaigns with direct mail, read the essential tips: Essential postcard marketing tips