There is both science and art to a successful direct mail campaign. If you miss one or the other, you’ll likely irritate your recipients and lose customers. To really reach your potential and current customers, you must treat them all as individuals, as people you have an actual relationship with. It’s not as hard as it sounds, either. If you’re doing any of the following things, you’re probably rubbing people the wrong way.
Yes, your goal is to get a buyer’s attention, but at what cost? You may use that headline to imply an impending deadline, a huge sale, or even free items. If your actual offer doesn’t match the headline—say, you have strings attached for that free item or your deadline isn’t exactly a hard date—then you’ll challenge the trust of your audience.
No one wants to be grouped into a big, nameless and faceless lot. This is especially true if they’re planning to make a purchase. By addressing them as “Current Resident” or “Dear Homeowner,” you strip away their identity. Even worse, you tell him you don’t really care who they are, as long as they make a purchase.
Do your homework. Address your prospects by name and according to their personal tastes. The extra time is an investment you can’t afford not to make.
You’ve probably received your own fair share of irrelevant mail offers, right? If you didn’t roll your eyes, you definitely still threw it into the trash immediately. No potential customer will take the time to read your mail if it has nothing to do with their pain points or desires. Be sure you understand who is reading your mail so you can pinpoint the offers.
Let’s consider some examples. If you’re an orthodontist who has provided braces for everyone in a particular family, you wouldn’t then offer a free evaluation for braces, right? If you’re a yoga studio with a very loyal customer, you wouldn’t send that customer an offer for a free first session. These are ways to show your customers you really don’t know them at all. You just might lose them.
There is actually nothing wrong with sending mail every time you have relevant, personalized offers for your customers. If, however, you’re peppering everyone in your contact list with the same offers, the same generic greetings, and the same calls to action every time, your prospects will get weary. And then they’ll get angry. And then they’ll throw away any future mail from you without even looking at the envelope. That’s not the kind of brand recognition you’re going for.
Always determine your audience before segmenting your contact list. Send powerful, relevant offers. Save the general information mailers for brand new audiences, and never send your introduction more than once.
If you think you may be irritating your customers with your direct mail instead of converting them into buyers, give us a call. We’ll help you make sincere, lasting connections with your audience through the art and science of direct mail marketing.