With many factors playing a vital role in your marketing, trying to figure out what works best for your business can be stressful. There’s a lot to consider when thinking of how to represent your business.

One of the most promising and proven marketing strategies is direct mail. Even now in 2020, where technology is advancing rapidly, businesses are finding that the use of tangible marketing materials is a truly effective way to connect with their customers and prospects.

Getting your direct mail marketing campaign started and keeping it successful isn’t as tricky as it may seem either.

To help make your direct mail marketing a success, we have put together 3 keys that follow the 40/40/20 rule. This rule states that 40 percent of the success of your campaign will depend on your mailing list selection, 40 percent on your offer, and 20 percent includes your design execution.

When breaking down your campaign to these three key actions, you can expect a successful outcome.

1. Your mailing list

Who your audience is, is crucial to your direct mail marketing campaign. Having a highly targeted mailing list is something that needs time put into. Focus on considering who you want included in receiving your direct mail pieces. Think about what people or businesses are most likely to purchase your products or services, which communities could benefit from your business, and in return, how you can benefit from them.

Another helpful tip that leads to lower costs and faster turnarounds is to look for a printer that can ensure a successful direct mail campaign by providing a mailing center. Your printer’s mailing center should be able to offer options including direct/bulk mailing and or EDDM so that you are better able to reach a larger and more targeted audience.

Bulk mailing

Bulk mail refers to larger quantities of mail prepared for mailing at reduced postage for direct mail campaigns that include a mailing list.

When using a bulk mailing option, the preparation of packaging and sorting through ZIP codes are already taken care of by you or your mailing center. This reduces the work needed from the Postal Service, and reduces the cost you spend drastically.

EDDM

Every Door Direct Mail (or "EDDM") is the cheapest way to reach a large area of customers or prospects. EDDM is different from bulk mailing in the fact that it is used to reach a location without the use of a mailing list.

If you have identified an area you feel could benefit from your products or services, EDDM is an ideal solution to reaching those potential customers.

Along with bulk mailing, EDDM costs are low because of the preparation for distribution that is handled by you or your mailing center.

By reaching your targeted audience and saving money by using EDDM or bulk mailing options, you can ensure a successful marketing campaign.

2. The offer

Everyone loves a good offer, so what better way to enhance your direct mail marketing strategy then including one?

By providing an offer, you will increase your sales conversions exponentially as your audience is more likely to take advantage of your products or services when they are given an offer. Even if you’re simply offering a free consultation, it shows your audience that you care and draws them into your business.

Different types of examples of things you can offer may include a postcard with a 40% discount, or even a call to action that offers a free demo within your catalog.

Even if you don’t think offering a discount or sale is acceptable for your business’ budget, you may want to reconsider. Offers help in generating new business by attracting your audience and is the perfect strategy to gain rapidly repeated business.

3. Your design

Last but not least, the design. This is the part your audience will see and what will draw them in and engage further.

The content of your direct mail pieces should have a clear and concise message and serve as an extension of the offer. Your recipients should receive the piece of mail and be intrigued as well as understand its purpose fully.

Choosing the right type of direct mail you want to send can be crucial in your marketing intentions. Would your message be best represented through a brochure or catalog? Is your content short and sweet, perfect for a postcard? Or maybe it is an update on your company and would be a fantastic newsletter!

Whether you are mailing out postcards or catalogs, there are a few things that need to be incorporated in your design to reach optimal success, including:

• Choosing the correct typeface to represent your business
• Make sure to include enough negative space so your pieces aren’t over crowded
• If images are included, they should be of high-quality resolution
• Content throughout should flow cohesively for the reader to view clearly

Think about using bold words with a well thought out typeface that will display your message while also catching your viewers' attention. With the design being what represents your business while also being the first thing your customers and prospects notice, it is important to put together a design that is appealing and easy to understand.

At Conquest Graphics we specialize in everything you need for your direct mail marketing success. With a mailing center in house and multiple mailing options, our team can help you choose the best option for you along with helping you produce a well-designed direct mail marketing campaign!