One of the best things about using direct mail as part of your marketing strategy is the fact that, unlike many other channels, you can be as creative as you want to be. There are so many options available to you across the design, copy, and composition, that you have a great opportunity to make the most of what direct mail has to offer.
Four ways to think outside of the box with your direct mail campaign:
1. Give something away
Everyone likes a freebie. If you send your direct mail campaign with a little surprise contained inside, your audience is more likely to open it and, by extension, engage with your company in the way that you want them to. This option isn’t just available to companies that actually supply products, service providers can get in on the action too. What’s more, no matter what your design, you can shout about what you are offering on the mailings external packaging as well as in the direct mail piece itself. If you are offering the right freebie, you should see higher levels of response.
Why not make your gift seasonal, for example, a voucher for some suntan lotion or garden products for the summer.
2. Make your point in an unusual way
Who says that you have to be conventional with the way that you present the information in your direct mail campaign? Why not try something different such as printing your message backwards or upside down, not only will people look twice, but curiosity will get the better of them and they will want to find out more. Being a bit different is something most brands can get away with.
3. Offer a discount competition entry
This follows on from the freebie suggestion made earlier. Offering a discount or opportunity to win something will encourage the recipients to respond to the call to action you set – either by entering the competition or taking advantage of the discount being offered. This is great for encouraging a brand switch or trial of the products or services your company offers. If your product or service is as good as you say it is, and why wouldn’t it be, you are bound to pick up some new customers.
4. Send a postcard
Consider a move away from the standard A4/A5 letter in a windowed envelope – why not send a postcard. People always read postcards, the information is right there to see and furthermore, the recipient doesn’t have to open anything to be able to see the information, it’s the height of convenience. You may even get some interest from people who see your mailing when it’s being delivered.
We are bombarded with marketing messages from many different sources on a daily basis. It has never been more important to differentiate yourself, a creative direct mail campaign can really set you apart from your competitors.