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The new year is finally here, and you’re either ready to put your marketing plan into practice or it’s already in full swing. As we look ahead to 2023, getting your business in front of your customers will be more important than ever to stay profitable.
Tips to increase your direct mail response rate
Direct mail is a tried-and-true method of advertising that boosts both customer retention and acquisition. However, great results won’t happen overnight. It takes hard work to establish your target audience, craft your message, promote an enticing offer, and build a loyal customer base.
Being intentional with your marketing strategy and focusing on compelling campaigns will save you time and valuable marketing dollars while generating new business. Refer to these tips and trends to strengthen your direct mail campaign in 2023.
- Prioritize simple, clean, and direct design. Get right to the point. Your readers don’t want to work to learn about your offer, so make it clear what you are offering.
- Tailor your message to specific audiences. Go a step further with personalization and break up your audience into segments based on behaviors, interests, or demographics. Even simply including the recipient’s name on your mailer increases response rates by 135%.
- Lead readers to take action with QR codes. Use your mailer as a starting point for the desired action. QR codes offer an easy way to interact with your brand, leading to a custom landing page. Combine this with a coupon code or discount offer to sway your prospects to convert.
- Choose your focal point wisely. Hint: this should always be your call to action. Make it quick and easy to understand so your customer will be more likely to respond.
- Go beyond the mailer with a follow-up message. Following up is one of the most critical steps to keep your business top-of-mind. There isn’t a magic number, but according to market research, most customers need six to eight touchpoints before buying-in to a new brand.
Trends of the trade in 2023
Direct mail continues to be one of the most effective marketing tactics, and these trends will help take your 2023 campaigns to the next level.
- Solution-Based Marketing. Hone in on customer needs and market the benefits of your business as a solution rather than a product.
- Branded Memorabilia. Create a lasting, positive impression by sending branded items and freebies with your mailer. Direct mail already boasts a substantially higher brand recall than other forms of advertising — 75% compared to only 44% of customers who can recall a brand after seeing a digital ad. Taking your mailer a step further will make it even more memorable.
- Unique Mailer Materials. Break away from traditional sizes, materials, and styles. Consider an alternative to the basic standard postcard that every other small business is using. A more compelling mailer might include an in-depth brochure or an oversized postcard.
- Omnichannel Strategy. Team up with your digital content to pack your campaign with a powerful one-two punch.
- Consistency. Don’t lose your momentum if you don’t see immediate results. Making a significant impact on your bottom line and nurturing a loyal customer base takes time and consistency.
If you’re interested in learning more about the possibilities of direct mail and how you can apply these tactics to your next campaign, contact the experts at UpSwell for a free marketing assessment.
