The life cycle of an effective direct mail campaign

Although every direct mail campaign you run is likely to be different, most will share the same basic lifecycle. From conception to fruition, most successful campaigns follow the same rough path. Learning what this path looks like for your business could help you to plan, execute, and complete your future mail outs even more effectively and efficiently.

Using direct mail in marketing campaigns

As Marketing MO says, “Direct mail campaigns can be used to generate leads, promote special offers, support other campaigns, communicate with customers and raise your visibility in your market.” This versatility makes the medium ideal for a variety of roles, including building brand awareness, improving customer retention rates, and boosting sales.

The first thing you need to do when planning a direct mail campaign is to decide on your objectives. This is because the goal of the campaign is likely to have a big impact on its lifecycle. If you’re just looking to promote a new product to existing customers, your campaign is likely to be short and to the point. However, if your end goal is to attract new customers, raise brand awareness, and increase sales, your campaign is likely to be a lot more complex.

Market research

All effective direct mail campaigns start with a bit of market research. You need to know as much as possible about your target audience so that you can tailor your offers, aesthetics and tone towards them. Once you’ve done your homework, designing a mail out that grabs the attention of your target audience should be a lot easier.

Design and print

The next step involves actually designing your flyers, letters, vouchers, or other promotional products. Make sure that anything you include in your mail out reflects your brand’s aesthetics, its personality, and its identity. A skilled printer will be able to advise you on how to design your mail out, and which materials to use, in order to get the most out of your campaign.

Send and assess

Once you’ve sent your mail out to your target audience, you’ll have to wait a little while before you know how much of an impact it has had. Ideally, your campaign should have a quantifiable element to it. Something like a limited special offer or a specially designed URL will help you to keep track of the response rate your campaign is achieving. The more accurately you can assess the number of people responding, the easier your campaign will be to quantify.

Done well, direct mail marketing campaigns can have a huge impact. For help with planning printing and sending your mail out, or for more information on the services we offer, explore our site, or get in touch with a member of our team today.