Direct mail marketing may seem like a relic in today’s tech-savvy world, but it’s still alive. And it’s well. So well that it outperforms digital marketing channels by nearly 600 percent in terms of ROI, according to
figures cited by Forbes.com. Sixty-six percent of direct mail collateral is opened, and 82 percent of that is read for a minute or more, Forbes.com reports.
Numbers such as those make a strong case for continuing to use direct mail marketing as a tool to connect with consumers. The question is: What are the most effective techniques for getting the most from this dependable tool? For starters, update the style of your mailers. Here are some guidelines to follow.
- Aesthetics are important. The design of your direct mailer shouldn’t be an afterthought. Our brains process visual cues far faster than words. A picture can do the work of a thousand words, while contemporary, uncluttered design allows your message to be received clearly. Consider organizing the content of your mailer with bullet points that put information into easily consumed components. Well-designed mailers underscore an organized, professional image.
- Brilliance lies in simplicity. The easier it is to understand your direct mail content, the more consumers will connect with it. The main idea is to simplify and speed up the decision-making process for prospects who are considering working with you. Create a flow for your direct mail that aligns with that decision-making process. Make your company name or brand known, including a snappy logo. Then, make a specific but concise case for your services, outlining what you do and why you do it well. Next, create trust by bolstering your value proposition with a few telling stats or a key testimonial. Finally, give consumers a real chance to connect by closing with a visible, sharp call to action—creating the opportunity to convert a direct mail target into a client. Don’t bother cramming a million little details into every square inch of space. Instead, focus on crafting dynamic yet uncomplicated messaging that communicates instantly.
- Target for better results. Direct mail campaigns aren’t a one-size-fits-all endeavor. For the best results, use specific campaigns for different groups of people. For instance, differentiate your messaging for past clients and prospects and for first-time buyers and those trading up or downsizing. Likewise, personalizing direct mailers based on geography can be a successful tool. Adjusting your message for a specific audience nets better results than a blanket approach.
Source: Brandon Doyle, ABR, e-PRO, of RE/MAX Results in Maple Grove, Minn. Doyle is coauthor of the book M3—Mindset, Methods & Metrics: Winning as a Modern Real Estate Agent.
