Direct mail is one of the most persuasive and cost-effective ways of driving new sales to your business.
It’s no wonder why so many Raleigh businesses have started to take advantage of this fantastic marketing channel of direct mail.
Expensive paid online advertising, new competition, and a desire to reach an entirely new audience are fueling the growth of direct mail for 2020. At AlphaGraphics of Raleigh, we’ve helped countless local businesses design and manage direct mail campaigns that have driven tangible results.
We want to share with you five direct mail trends for 2020 that can improve your campaigns and provide a measurable ROI.
Many Raleigh businesses are starting to incorporate online digital marketing channels into their direct mail campaigns. One of the best ways to do this is to add a pURL, QR Code, or link to a mobile website on your direct mailer. It will serve as an additional call-to-action and allow you to track the results of your campaign accurately.
You can also add a form to your regular or mobile website that requests the visitor to provide more information about themselves, such as age, sex, and email address. You can then segment that audience and create highly personalized mailers in the future.
On any given day, the average person sees hundreds of advertisements both online and off. After a while, they develop a sort of “ad blindness” and the ability to quickly glance at, identify, and dismiss blatant advertisements.
This holds especially true for direct mail campaigns. A general mailer won’t generate as many responses as a highly targeted one. This is why many Raleigh businesses use variable data printing to create custom offers specific to a customer’s past purchase history or interests.
Personalizing your mailers will enable your business to make a genuine connection with the recipient. It will help your marketing message bypass the ad blindness that so many people have nowadays.
A beautifully designed mailer won’t generate much interest if the copywriting isn’t pitch-perfect. More often than not, poor copywriting is one of the main reasons why some campaigns fall flat on their nose. This is why many Raleigh business opt to hire the services of a professional copywriter who can craft a highly persuasive and compelling marketing message.
If you choose to do your own copywriting, be sure to include a strong call-to-action located in a very prominent place on the mailer. It has a strong psychological effect and will subconsciously implant the next step you want the recipient to take.
Loyalty Programs and Coupons
More and more Raleigh businesses are taking advantage of the multiple benefits of coupon and loyalty programs. In addition to acting as a loss leader to drive new business, they also offer value that can help increase response rates.
Loyalty programs tend to work great for companies that are located in highly competitive industries, such as coffee shops, hair salons, and auto mechanics, to name just a few.
They will have business cards printed up and mailed out to their customers. Whenever a customer makes a purchase, the register attendant stamps the card. Upon the 10th purchase, the customer will receive some sort of discount or freebie.
Special Envelopes and Paper
Direct mail is a physical, tangible item that requires the recipient to hold in their hands. Many Raleigh businesses are taking advantage of unique kinds of paper, such as soft-feel or soft-touch varnishes. They feel unique and different from a standard piece of paper and will pique the curiosity of the direct mail recipient.
When custom papers and envelopes are combined with professional design and copywriting, it makes the mailer almost irresistible to open and read. Some businesses will go a step further and use odd-sized envelopes or shapes that will help make their mailers stand out even more.
Ready to Improve Your Direct Mail Campaigns?
The above five strategies will not only help you generate a higher response rate but will also allow you to improve the ROI of your direct mail campaigns. If you need help getting started or would like to speak to someone about how to improve your current campaigns, give the direct mail experts at AlphaGraphics of Downtown Raleigh a call.
At AlphaGraphics of Raleigh, we’re much more than a print shop. We’re also marketing experts who you can count on to help you when it comes time to market your business. To learn more about how AlphaGraphics of Downtown Raleigh can help with your content graphic design and marketing needs, you may email us, request a quote or call us at (919) 832-2828.