Over the past few years, direct mail has experienced a massive resurgence in popularity.
Increases in paid advertising costs, more competition, and a desire to reach an entirely new audience have exponentially fueled direct mail’s growth.
This is why many New Bern businesses are scaling back on paid online advertising and instead focusing their budgets and efforts on direct mail. At AlphaGraphics of New Bern, we’ve helped countless local businesses design, execute, and track their direct mail marketing campaigns.
We want to share with you five direct mail trends that will continue to drive conversions and sales throughout 2020:
Consider the average person. On any given day, they’ll see hundreds of on and offline advertisements. This gets old after a while, and they tend to quickly dismiss or ignore blatant advertisements.
By personalizing your mailers, it will help your business make a more authentic connection with the recipient. For example, instead of sending out a blanket advertisement, try segmenting your audience.
Craft a custom marketing message for each group and watch how your response rates will soar. Variable data printing is a fast and cost-effective way of reaching the right audience with the right message.
Direct mail offers New Bern businesses the opportunity to incorporate online digital marketing channels into their offline marketing campaigns. For example, you can use a QR Code, pURL, or mobile website to accurately track and measure the performance of your direct mail campaigns.
You can also set up a page on your website that collect more information about your direct mail recipients, such as age, preferences, and email addresses. You can then use this information later down the road to more effectively market to them through the use of personalization.
Unique Paper and Envelopes
Direct mail works well due in part to it being a tangible item that people hold in their hands. Countless custom paper and envelope options can help set your mailer apart from the rest of the pack. When combined with professional design, it makes the piece almost irresistible to open.
At AlphaGraphics of New Bern, we can help you select the right kind of paper and envelopes that will not only complement your marketing message but encourage more people to open it.
You can choose from a wide variety of custom paper finishes such as soft-feel or soft-touch varnishes. When someone touches the paper, it provides a unique feel that causes them to psychologically take notice.
You could have the most beautiful direct mailer in the world, but if your copywriting isn’t on-point, it could jeopardize the entire campaign. This is why many New Bern businesses and organizations choose to hire a professional copywriter who will craft a highly persuasive marketing message.
A strong call-to-action located in a prominent place on the mailer can also help increase response rates. It helps subconsciously suggest the next action the recipient should take, such as pick up the phone or visit your website.
Coupon and Loyalty Programs
Coupons and loyalty programs help serve two purposes:
- They can act as a loss leader to help with new customer acquisition.
- They provide direct value, which can help exponentially increase the response rates.
Dentists, coffee shops, and auto mechanics are just a few of the many New Bern businesses that are taking advantage of coupons and loyalty programs. For example, coffee shops will have business card-sized loyalty cards printed up and mailed out.
Whenever a customer makes a purchase, the clerk stamps it. After the 10th purchase, their 11th cup of coffee is either free or severely discounted. Loyalty programs and coupon campaigns tend to work very well for businesses in highly competitive niches.
Direct Mail Experts in New Bern
Direct mail is one of the most effective means of marketing. When compared to the cost of paid digital advertising, it offers a tremendous ROI and can help New Bern businesses reach a new market and new customers. If you’re ready to start your next direct mail campaign, or you need help with design, execution, or tracking, give the experts at AlphaGraphics of New Bern a call.
At AlphaGraphics of New Bern, we’ve helped countless local businesses and organizations design, improve, and execute the perfect direct mail campaign. To learn more about how AlphaGraphics of New Bern can produce and design your next project, you may email us, request a quote or call us at (252) 633-3199.