Direct mail and email campaigns are a great way to reach your target market

Direct mail and email campaigns enable you to pitch your offering to your target market. A well targeted direct mail campaign may obtain a 5.1% household response rate while an email campaign may get as high as 36.59% open rate with a click to open rate that’s up to 21.17%, depending upon the industry conducting the email campaign.1,2  Both direct mail and email campaigns are useful, but their value depends upon your objectives.

Objectives may range from wanting to educate prospects about your offering to encouraging sales with discounts and promotions and running loyalty campaigns laced with up-sell and cross-sell opportunities. There are many factors to consider when you roll out your campaign, but whatever your lead gen objectives are, make sure you follow best practices so that future campaigns can be improved upon.  If you follow basic guidelines, you’ll be able to see what worked and didn’t overtime as you roll out your campaigns.

What variables affect campaign success?

  • Contact list and list number of contacts
  • Messaging
  • Creative
  • Timing
  • Industry
  • Call-to-Action
  • Other mail/competitive pieces at time of delivery
  • Physical attributes (difficult to open – i.e. glue tears off key message, images don’t download, etc.)
  • Deliverability or Environmental factors

Track what works and doesn’t

When conducting a direct mail or email campaign, use tracking mechanisms to verify whether objectives are being met or improvements need to be made.  Popular tracking methods include:

Enticing prospects to your website and/or social media sites for more information (i.e. for the full article, product demonstration, white paper, etc.), so you can track their response using web analytic tools, which can provide information on CTR (click-through-rate), who, when, and how they responded.

Providing the receiver with a key code or unique identifier when they call the number you provided or visit your store (online or offline) allows you to know which list they were on, along with the mail they received and messaging they responded to specifically.

Incorporating a special QR code not only provides the receiver with more information on your product/services, but can be used to offer a special promotion to the receiver.  (Note: NFC chips embedded in smart devices may soon replace or compete with the effectiveness of QR codes.)

By providing a special phone number for prospects to call, you can track messaging, region effectiveness, or special offers.

Allowing prospects to SMS text message a response via a unique code placed on the mailer provides them with fast and efficient way to respond and allows you to track the effectiveness of your campaign.  Be sure to warn prospects that a separate fee may apply from their service provider.

Inserting a special coupon with a unique code on it can provide the tracking capabilities you desire without a lot of cost.  To redeem the coupon, the receiver needs to provide the unique code.

Directing customers to a unique landing webpage provides them with a customized offering, the ability to quickly complete a survey, or make a purchase.

By incorporating a UTM code into your email campaign, you can track click-though-rate (CTR) and webpage bounces.

By using personalized URL (PURLS), you can make response easier for your customer. The customer just has to click on the PURL within the email you send, and the online form is partially completed.  Best yet, the PURL can offer them a special complimentary deal, and their response can be coded, which can then be sent automatically to your sales representative as a lead.

The list matters

Generally speaking, your list of contacts will have one of the largest influences on the success of your campaign. Whenever possible, use your own list rather than one that’s purchased.  Go a step further, however, and follow basic guidelines or do’s and don’ts.  If you do, you’ll have an even higher probability of success.

Sources
1 “30 Direct Mail Statistics for 2017,” Compu-Mail, last modified July 14, 2017, https://compu-mail.com/blog/2017/07/14/30-direct-mail-statistics-for-2017/.
2 Dave Chaffey, “Email Marketing Engagement and Response Statistics 2018,” Smart Insights (Marketing Intelligence) Ltd, last modified April 23, 2018, https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/.