How To Improve Your Mail Campaigns: A Practical Guide To Improve Customer Experience

However, overloaded email inboxes, endless notifications, and newsfeeds that update faster than a person can blink means that traditional mail campaigns can still have a significant impact on today's digital consumers. 

Direct mail is an adaptable medium that you can tailor to every business in order to transform your return on investment. Our practical guide will show you how to improve your campaigns and improves your customer's experience with your company.

Picture 1 of How To Improve Your Mail Campaigns: A Practical Guide To Improve Customer Experience

Targeted Mailing List

It is vital that your mail campaign begins with building a tailored mailing list targeted at the appropriate audience. Sending your direct mail may seem like a great idea for your first mail campaign, but this is unlikely to be effective unless you are running a generic promotion that will suit a less targeted audience. Before you begin any creative planning, outline your goals and identify which prospects are likely to deliver as well as ensuring that you have conducted address verification. This will guarantee that your mail reaches the correct recipient, and for more information on how to verify the addresses in your mailing list, check out Lob. Unlike a digital campaign, mail campaigns will cost money for materials; this is why it is imperative that you use clean data to reduce waste and ensure that your mail campaign is connecting with the appropriate audience.

Personalization

Since the age of social media began, the relationship between customers and the business brand has become increasingly personalized; this is due to a rise in consumer engagement with brands in the same place they take and share photos of their outings. Personalized content is of high value to every company, and it is particularly vital for any marketing that comes from offline channels such as mail campaigns. The physical nature of mail campaigns means that it reaches audiences in ways that cannot be replicated online which provides businesses with a unique opportunity to develop a personal connection with their clients. As the consumer's name and address is a requirement of sending out a mail campaign, it has already become a personalized piece of content. However, there is ample opportunity to maximize on the personalized aspect of a mail campaign, such as including their name in the headline or creating a location bases promotion.

Creative Designs

While there is less competition in a mail campaign than when you send out digital mail, your direct to mailbox marketing needs to stand out from the junk mail to increase the chance of conversion. Bright complementary colors, images, and eye-catching fonts all play a part in giving your mail campaign an edge. 

Effective Copy

Effective and compelling copy is vital when sending out a mail campaign. The majority of direct mail is opened by consumers; however, you need a hook in order to stop your mail from heading straight for the trash. 

A memorable headline is essential for grabbing your audience's attention while encouraging them to read on; try including a question that you know they want the answer to or offer a nugget of data that begins a short story in order to coax them into reading down the page. 

The body of your copy should be to the point, skimmable, and, most importantly, relevant to the reader. Offer something of value to your target audience and ensure the information is accessible as possible. Utilize images, bullet points, and charts to help your mail flow and break up the blocks of text while keeping it concise.

Towards the end of your mail, hold back information as a way to encourage the reader to visit your website for further details.

Call To Action

As you would with digital marketing strategies, having a single clear call to action will boost the response rates to your mail campaign. Whether your goal is to direct your reader to the company website, contact you about a new product, or use the direct mail as a coupon when purchasing your product in-store, ensure your objective is clear by placing your call to action above the fold. Maximize your conversions by keeping it simple and to the point. 

Integrated Marketing Strategies

With the increase of omnichannel consumers, businesses must now create a seamless approach to their customer's experience across all of their marketing channels. This can be challenging, but when creating your marketing strategies, it's essential your brand image shines through regardless of where your customer comes across your company. You can ensure your content is engaging by not having the same messages appearing on each channel; this allows you to get creative with every aspect of your marketing to provide a seamless experience without your content becoming stale.

Lesley Montoya

Update 29 July 2021