Direct Mail: How To Do It Really Well
Reaching out to a targeted audience through sales letters, targeted flyers, and other printed marketing can have a massive impact on your business - if it’s done right!
DM can come in all shapes and forms; from a standard letter to something more off the wall or unusual - you’re only limited by your own imagination!
Why Use DM?
The beauty of DM is that you’re in complete control of what reaches your target audience. You can decide who to send it to, what to send and the time it drops onto the doormat. Everyone gets mail and everyone’s curious when they receive something in the post.
An even bigger bonus is that your competitors can’t see what you’re up to! Mail out 500 letters to a list of your targets and your competitors will have no idea. This tactic means you can provide an amazing offer to your potential customers in complete secrecy.
If your competitors can’t see what you’re sending, you’ve got a massive advantage. Granted, they too could be using DM, but if your mail can stand out from the crowd then it’s less likely to be swallowed up by all of the other faceless mail that people receive day in, day out.
How Many Targets Should You Be Sending A DM Campaign To?
Now, you’ve got to be sensible here. It’s all too easy to blindly target a massive list with your DM campaign. However, this can be a costly tactic. You want to make sure you’re putting all of your efforts into hitting the right targets.
You see, you need to ensure the success of a campaign before delivering it to a larger audience. Otherwise, you might be throwing away time and money on a useless campaign.
It’s always best to try out a campaign on a smaller scale before hitting the big numbers. By doing this, you can track its success and then make an informed decision about whether to wheel it out onto the bigger stage.
You might be wondering what number of targets you should start with. Well, that depends on the size of your target list and your budget. There’s no definitive answer, but it’s better to trial a smaller number in the primary trial of your campaign.
Another interesting thing is to split test your DM campaigns. This involves splitting your list and then sending out your campaign to one group, then making a slight change to the campaign before sending it out to your second list.
This enables you to test different elements in your campaign (for example, subject lines and copy content). You can then track the progress of the tweaked campaigns. Then you can compare the success of each and decide on the best one to invest your time and money into.
What Should You Spend On Acquiring A Customer Through DM?
Now, sending out a DM campaign doesn’t have to cost the earth. In fact, it can be relatively inexpensive. However, it all depends on the quantity and type of mail you’re sending.
The important question to ask is: How much is a customer worth to you?
(See IP on ‘Acquiring your dream B2B clients’ to discover how to work out your Average Customer Value).
If a customer is likely to have a short lifespan with you, (by, for example, making a one-off purchase), then it’ll be worth keeping your DM costs low. However, if your customer has a longer life span with your business (for example, they pay monthly for your product or service), then you may want to pump more money into acquiring them.
It’s important to avoid the cheaper, easier option when acquiring a customer. If you send out a mass of white envelopes containing sales letters, you’re at risk of losing them.
However, if you think outside the box and post something unique and creative, then you’ve got a massively higher chance of grabbing their attention. Your response rate will go right up!