The mass adoption of social media, along with the rapid expansion of social media channels, has made it the go-to marketing approach for many businesses. Yet, it’s not the only or even necessarily the best marketing option for every business. One major reason for that is the difficulty in measuring ROI.
Direct mail, on the other hand, delivers around a 30% ROI. While you might not want a direct mail campaign for every product, a return on investment like that can make it a valuable tool in your marketing arsenal. So, keep reading for three direct mail marketing strategies you’ll want to deploy in 2021.
1. Segmentation
Unless you have an exceedingly small mailing list, segmentation is a key direct mail marketing strategy. Segmentation can mean different things depending on your business model.
For example, let’s say you offer tiers of products from moderately priced versions up to luxury models. Segmentation here means customers who purchased luxury models of a product get mailers for new luxury products.
Other ways you can segment your list include:
- Location
- Prior purchase/non-prior purchase
- Lapsed customers
The driving idea here is that you only send the mailer to the audience most likely to respond.
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2. Postcards
Postcards are one of the best direct mail marketing approaches. They’re particularly effective in direct mail marketing for small business. Why?
Postcards are one of the cheapest forms of direct mail out there, so it keeps your costs down. Ironically, they also deliver higher than average ROI, even in terms of direct mail. Just about any printing company will prove able and willing to handle the order.
The trick with postcards is that you get very limited real estate to work with in terms of text. That means you need finely-tuned copy if you want to reach your target audience.
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3. Personalization
Personalization is another secret to successful direct mail campaigns. Like other strategies, there are levels of personalization.
A basic level of personalization is simply making sure the customer’s name appears at the top of the mailer. This approach lets you run off a large number of mailers with relative ease.
A deeper level of personalization is targeting customers who bought the same products. That lets you run off a mass printing that uses text along these lines:
“As someone who previously purchases X product, we thought you might enjoy this product as well.”
While it’s applicable to many customers, it makes the individual customer feel that you’re paying attention.
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Direct Mail Marketing Strategies and You
Direct mail marketing offers an unusually good return on investment, which makes it a good option for businesses on a limited budget.
Direct mail marketing strategies like segmentation, postcards, and personalization can help you take your direct mail game to the next level. Segmentation lets you target specific customer groups for specific products or offers. Everyone likes personalization.
Postcards give you an extra high ROI while keeping costs manageable.
Looking for more tips on direct mail or marketing in general? Check out the content in our Business section.
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