Direct mail is no longer the last resort for desperate business owners who don’t have the money for television or print ads. Savvy owners understand the value of direct marketing as part of their overall marketing plan. At Allegra Printing Corona, CA, we want to help you design and implement an effective direct mail campaign to reach out to customers and grow your business. Here are a few tips to help you score big with direct marketing.
1. Stick to the Essentials
Most people skim text looking for the key points they need to know. With this in mind, trim your message to include the most important information you want to share and refrain from writing large paragraphs of information. You can always send out a follow-up mailer if you need to say more. When possible, use bulleted lists and highlight your offer with bold or italicized text.
2. Choose a Reader Friendly Layout
Help your customers navigate your mailer by choosing a layout that is easy for them to read. Keep in mind that people read from left to right and top to bottom, and they tend to remember the first and last items they read. The most valuable real estate on your mailer is the top right corner and bottom. Use these spaces to catch their attention and your call to action. Designers at Allegra Marketing Print Mail in Corona, CA can help you design an attractive, easy-to-read mailer that generates results.
3. Stay Focused on Your Audience
You want your customers to know what makes your company different from the rest, but resist the temptation to talk about yourself. Your customers want to know how they will benefit from taking advantage of your offer and doing business with your company. Instead of telling them about the latest industry certification you earned, explain to them how you will use your new knowledge to improve their lives.
4. Personalize the Pieces
If you want to attract and retain lifelong customers, you have to build relationships with them and make them feel valued. Avoid sending the same form letter to everyone on your mailing list. Instead use variable printing to make sure each piece is addressed to a person (not “current resident”) or address envelopes by hand for added appeal.
5. Always Include a Call to Action
In his book, “Direct Mail is NOT Dead,” Eugene Montanez explains the importance of an effective call to action. Not only does it urge your prospect to respond to your offer, but it also gives you actions to track. When they visit the website or call the phone number you supply, you can count the number of people who respond and use the information to improve the effectiveness of future mailings.