Effective Direct Mail
“First class creativity, delivered to the right places”
- Jonathan Southcott
An effective direct mail campaign takes detailed planning and serious creativity. It must look attractive,
capture the eye, interest the audience and retain their attention for longer than a couple of seconds. Whether your Direct Mail piece is a postcard, letter or envelope design its important that it does not look like traditional forms of direct marketing. The content of your Direct Mail needs to compel the reader into action, and should highlight the benefits that your product or service provides in order to generate a response.
To be successful a direct mailing needs to utilise some sort of hook, a call to action that provides the recipient with the motivation to act. It should convey to the reader that acting immediately will result in them getting a great deal, and also justify precisely why your goods or services are superior to those offered by your competitors.
The welcome mat is a crowded place, with more and more brands and products fighting for a place on it. The term “junk mail” is often used to describe direct mail media, but research shows that this is down to poor campaign execution rather than the medium itself. Well designed and targeted direct mail campaigns, are seldom perceived as junk mail by the recipient, even when the mail is not addressed to a specific individual.
Direct Mail still has an important part to play despite the rise in email marketing. It is more measurable and targeted than many internet marketing campaigns and not much more expensive, being able to physically touch your mailing is still important to many customers.
DM must be undertaken in an intelligent and measured way to get results. It’s the planning, execution
and investment in production that generate the cut-through that creates real interest and real response. Yet most often it’s the desire for economy that becomes the lowest common denominator, driving down the very production values that will ensure success, which begins a downward spiral where the budget gets reduced more and more as fewer and fewer responses are received.
Here at Chemistry, we excel at delivering strong R.O.I, and we don’t have a problem working to a tight budget. We understand that effective direct marketing doesn’t always require die cut media, or glossy brochures. Effective imagery can have a profound effect, and a well-targeted postcard mailing is capable of generating a surprising response.
We’re just as adept with database marketing too, we know that well-sourced and well-kept data is the life blood of data-driven communications. We can buy, analyse, profile and track data for you and we’re used to squeezing the last drop of information out of any given data source. And it’s worth remembering that with direct and database marketing, sometimes it’s who you don’t write to that’s just as important.
