If you want to make an emotional connection with your customers and potential customers, it might be time to get creative with your direct mail marketing. Because email marketing is so popular, it means regular mail is getting rarer. And that actually means there is an opportunity for direct mail marketing. Think about it: if someone takes the time to send something thoughtful to your home or office mailbox, it often leaves a lasting impression.
There are plenty of creative ways to mail some “surprise and delight” to your target market. The main thing to keep in mind is that you want your targeted recipient take action of some sort. Ideally, you want to send them something so interesting, so compelling, that they can’t help but interact with your business.
- Make it personal, really personal: An acquaintance of mine at a solar energy company ran a direct mail campaign that featured unique Web pages for each recipient. They started with a highly targeted list of prospects, using their blogging platform, and creating customized Web pages. They then sent out prospect-specific direct mail pieces with the URLs of the tailored pages, showing how the solar energy company met their specific needs. This is labor intensive, but can be extremely effective if you’re a b2b company with a good target customer list.
- Show them you know your stuff: Marketing in today’s business climate requires that you position yourself as an authority in your industry. It’s easier than ever to self-publish everything from blogs to books. You could write a short book on your expertise area, or create a look-book of recent styles from your hair salon, and mail these out to your prospects with personal notes. Everyone loves to receive something substantial in the mail. And it’s an opportunity to assert your expertise and capability.
- Send something jaw-dropping: Check out this campaign from sound design company CGRP: they actually sent people a 45 RPM vinyl record in a box that turned into a small record player. This is ambitious, but the lesson is in how interesting the direct mail marketing piece is. What could you send to people that would, in a fresh, eye-catching way, show the value of your business? Can you send a small game or paper-folding activity that people will want to engage with?
For some more inspiration, see Printing Hub’s Top 5 Creative Direct Mail Pieces of 2011.
For an easy way to weigh and print postage for your creative direct mail, check out pbSmartPostage. It allows you to print postage straight from your computer, and easy-to-use scales are available.