Direct mail postcards are one of the most powerful marketing tactics for converting new clients for your business. However, not all direct mail postcards are created equally. Some campaigns are considerably more successful than others. Have you ever wondered why? One of the main reasons is that successful direct mail postcards have been specifically tailored to a primary and secondary audience.
Check out how you can improve your direct mail postcard campaign with these points below:
How well do you know your primary & secondary audiences?
One of the best ways to get to know your target audience is to take the time to build an actual profile for each of your primary and secondary audiences. Pour over the key demographics that define your target audiences such as their income, education level, and age range.
Ask yourself the following questions before designing your next direct mail campaign:
- How well do you know your primary and secondary audiences?
- Is there someone you know that mimics your exact audience for primary or secondary?
- What are your primary audience’s motivations and problems?
Does your mailing list reflect your audience?
It’s not news that having a deeply-rooted understanding of your audience is essential to the success of any direct mail campaign. That’s because it is one of the foremost principals which has proven its effectiveness, time and time again. Therefore, if you have not properly vetted your mailing list, you will want to do so prior to your next mailing. Not only will your results be noticeable, but your prospects will notice that your message has been tailored to speak to their needs and appreciate the effort.
What is the best size postcard for your industry?
Is there a typical style your industry tends to lean towards? If so, maybe it’s time to shake things up and try a new style or enhance the norm with different paper coatings. For example, aqueous, soft-touch, etc. Again, this boils down to understanding your industry, your message, and your target audience. The most successful direct mail postcard campaigns are the ones that focus on addressing all three of those points throughout the entire campaign creation process.
Understanding variable data postcards
Have you considered using variable data on your direct mail postcards? This makes the piece much more personal and gives you an opportunity to stand out from the crowd and impress your audience with unique product offerings that are tailored to them and their last purchases with you. If they aren’t a customer yet you could try a really strong offer tailored for the season or a popular activity in their demographic.
Direct mail campaigns have historically proven they are a powerful marketing method for drumming up a new business, as well as, warming up prospects. However, failing to do your research into your audience and the best methods of practice for your industry will leave your marketing budget drained without an impressive ROI to report. So before you send out your next batch of direct mail postcards, get to know your audience and your industry better.