If sales are slow or you’re looking to expand your business, it is necessary to find new and innovative ways to reach your target audience. Direct mail may be a part of your current strategy, but have you tried monthly mailers to benefit from the full potential of this marketing tool?
According to the Direct Marketing Association, the optimal direct mail frequency is every 21 days, or about once per month. Below are the top five ways monthly mailers can boost business as a standalone campaign or as part of a multi touch campaign.
Increased Brand Awareness: Reach vs. Frequency
In general terms, reach is how many people see your advertising, while frequency is how many times your advertising is seen. In direct mail marketing, frequency wins. Strong recognition with a select audience is more valuable than weak recognition with a wide audience. If you’ve made frequent contact with the right set of potential customers, your brand or service will be top of mind when your recipient is ready to make a purchasing decision.
The main reason for sending out direct mail is to increase revenue for your business. To do this, you first have to increase awareness. The Marketing Rule of 7 is the idea that a potential customer needs to see your messaging 7 times before they take action. The brand awareness from monthly mailers will create referral traffic from recipients who have physically seen and touched your brand multiple times.
Engage Customers with Dynamic Content
Dynamic content is content that is always changing and evolving. You don’t want to send the same mailer over and over again.
Monthly mailers give you the opportunity to change components such as:
- layout and design
- call to action (CTA) – the ask at the end of your mailer (purchase now, call to book, etc.)
- new offers.
Keep it fresh to show that your company is dynamic and keeping up with the latest trends. Show off everything you have to offer with:
- seasonal and timely content
- targeted incentives
- matching branding for recognition
- quality printed materials.
Infrequent, irregular, or one-off communications don’t deliver on the level the customers expect. Branded, dynamic marketing works, especially when provided frequently.
More Personalized Marketing
Get to know your customers and allow them to get to know you with monthly engagement. In this era of digital connection, people expect you to know what they want. “Seventy-one percent of consumers expect companies to deliver personalized interactions.”
Personalized direct mail marketing includes:
- Relevant product/service recommendations
- Messaging tailored to the customer’s needs
- Targeted promotions
- Celebration of customer milestones such as birthdays or anniversaries with the company
- Post-purchase follow-up
Direct marketing can help boost business by providing customers with incentives, such as discounts or free trials, that make them more likely to purchase a product or service. This is especially compelling for business new to a specific area, or for potential customers that have just moved to a neighborhood.
Improved Campaigns with Direct Mail Attribution
Monthly direct mail provides businesses with the opportunity to gather more data on customer behavior and preferences and better understand your target audience.
To help track key information, include:
- QR codes
- call tracking phone numbers
- customized URLs
- unique promo codes
You can use this data to adapt future direct mail campaigns to be more effective and to help you make more informed business decisions. You can also link it with digital or multi-touch campaigns for better reach.
Monthly Mailers Have Better ROI
All of the above add up to better ROI on direct mail for your marketing campaigns. Your direct mail campaigns have a goal to generate leads, raise brand awareness, and ultimately make sales. You increase the chances of that happening, and therefore boost your ROI, when you send out monthly mailers.
It’s proven that consistency pays off. “Only 2% of sales are made on the first contact, 3% on the second contact, 5% on the third, and 10% on the fourth. A whopping 80% of sales are made on the 5th-to-12th follow-up.” Don’t miss out, plan your monthly mailers as part of a long-term solution.
Consistency is Key
Managing a monthly direct mail campaign on your own can be time-consuming and requires a lot of resources. This is where partnering with a direct mail vendor can help.
You want to partner with a direct mail vendor that can consistently produce direct mail pieces that are eye-catching, high-quality, personalized, and trackable at the volume and rate ideal for your business. One Stop Mail has the experience and expertise to handle every step of your direct mail campaign.
If you’re ready to boost business with monthly direct mail, contact us for a quote today!