![\"The](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/the-downlow-on-direct-mail-three-things-you-should-do-and-two-things-you-should-never-do.jpg\" "\\"The")
\r\nIt always starts with strategy. Whatever your short- and long-term goals, there are some components every direct mail strategy should incorporate: Goals, List, Segmentation, Target Audience, and a clear Call To Action. You can even dial it down further.<\/p>\r\n\r\n
- \r\n
- Hyperlocal targeting and list matching: Fancy marketing speak for \u201csend mailers to customers you are also emailing and showing banner ads to as part of a larger campaign strategy.\u201d For our client Fox Cleaners, we \u201cwarmed the mailbox\u201d by running banner ads matching the mailer offer using a segmented customer list. Hitting customers at multiple touchpoints with the same message\/offer generates a stronger response than just on just one medium.\r\n
![\"Strategy\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/strategy.jpg\" "\\"Strategy\\"")
<\/p>\r\n![\"Strategy\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/strategy1.jpg\" "\\"Strategy\\"")
<\/p>\r\n<\/li> \r\n - Define success and set a budget: Producing a direct mail campaign is like building a deck \u2014 you have to know how much you want (or have) to spend. Here\u2019s an even better way to think about it: How much is a customer worth to you? If you spend $5 per mailer, and only 1 out of 100 mailers is redeemed, you\u2019ve spent $500 for one customer. Sound like a waste? Not if that customer spends $5,000 over the lifetime of their relationship with you.<\/li>\r\n<\/ul>\r\n\r\n
2. Design<\/strong><\/p>\r\n
Think of all the direct mail pieces you throw away every single day; don\u2019t design your mailer like that. Apple said it best: \u201cThink Different.\u201d Design your mailer to stand out, like a package, box, tube, gift, sample, or even a 3D or interactive piece. Pro Tip: Handwritten notes often get noticed. But different should be purposeful. Here\u2019s some inspiration to get your brain storming.<\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design1.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design2.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design3.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design4.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n
![\"Design\"](\"https:\/\/www.golevo.com\/blog\/wp-content\/uploads\/images\/design5.jpg\" "\\"Design\\"")
<\/p>\r\nSource<\/a><\/p>\r\n\r\n
3. Send & Monitor<\/strong><\/p>\r\n
Dialing in a good direct mail campaign doesn\u2019t happen overnight. We\u2019re good at it because we\u2019ve been doing it for years, and we still review results and tweak campaigns as we go. What\u2019s working? What\u2019s not? Is it a major shift? Or do you just need to update the call to action? We\u2019re big fans of A\/B split testing, only making small shifts during the campaign, and seeing what performs best.<\/p> \r\n
Okay now that you know what to do, here are two things you should never do:<\/p>\r\n\r\n
- \r\n
- Quit too quickly: You don\u2019t stop running a marathon when the finish line is in sight. Of course, producing direct mail has no finish line, it\u2019s constantly changing, so giving up too early makes even less sense. If you don\u2019t see huge, immediate returns after one or two postcards, trust me: you still moved the needle. More people know about your brand than they did before. That\u2019s a win. When your prospects are ready to make a purchase, you\u2019ll be on their mind. We personally recommend a minimum of three to six mailers (that you tweak along the way) to gauge whether direct mail is right for you.<\/li>\r\n
- Contact too infrequently: Marketing isn\u2019t like dating; you can\u2019t over communicate (as long as your budget allows or your customer hasn\u2019t unsubscribed). Maybe somebody isn\u2019t in the market for your product or service, but they are in six months, six weeks or even six days. Or maybe they\u2019re researching options, but aren\u2019t ready to pull the trigger. This is especially true with pricier purchases. Wouldn\u2019t you hate it if your competitor chose your customer (when you know you would\u2019ve done a better job) just because they stayed top of mind? Stinks, right?<\/li>\r\n<\/ol>\r\n\r\n
Direct mail continues to stand the test of time, and when you put these methods into practice, your brand will too.<\/p> \r\n
Want to release a dynamite direct mail campaign? Or incorporate direct mail into your overall campaign? Level up with Levo!<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"
Chances are you\u2019re reading this right now on a smartphone, tablet, or laptop. Also, you probably got here by following a link on one of your social media accounts, or from our newsletter list. First, thanks for following us! Second, this proves once again we live in an online world. But \u201cdigital first\u201d doesn\u2019t mean …. Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"no"},"categories":[2],"tags":[],"acf":[],"modified_by":"Anya Sleezer","_links":{"self":[{"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/posts\/926"}],"collection":[{"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/comments?post=926"}],"version-history":[{"count":6,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/posts\/926\/revisions"}],"predecessor-version":[{"id":1021,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/posts\/926\/revisions\/1021"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/media\/927"}],"wp:attachment":[{"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/media?parent=926"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/categories?post=926"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.golevo.com\/blog\/wp-json\/wp\/v2\/tags?post=926"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}