Thinking Direct Mail? Think Timing

When we think about the benefits of direct mail, we think of tangibility, message retention, and breaking through the clutter. But when GrayHair Software thinks about direct mail, it thinks about timing.

In a recent e-book, GrayHair, which provides software for postal tracking and multichannel marketing services, described multiple benefits of direct mail in a multichannel marketing strategy based on the timing benefits direct mail provides. Let’s look at three of them.

1) Gain control and greater visibility.

Direct mail tracking allows you to determine the precise time that your mailer arrives at the target destination. This can provide you with critical insights.

Let’s say you mail out a postcard intended to drive traffic for your weekend sale. Most of the customers arrive on Saturday, which is day two of the sale. Did they arrive on Saturday because the extra hot weather on Friday kept them away from the stores or because your mailer simply did not arrive on time? Mail tracking helps you figure it out.

2) Boost response with timed email delivery.

If you know what date the direct mail offer hits, you can time an email follow-up for the next day or the following day to reinforce the message and spur recipients to action.

3) Determine the best channel for delivery.

Using A/B testing across both print and digital channels, you can test the effectiveness of marketing channels the same way you test offers, messaging, and other marketing components. Don’t assume you know which channel your customers will best respond to. Test it!

Advertisements

Does Your Marketing Content Sound Human?

Whether you are writing text for direct mail, email, blog posts, or any other type of marketing material, ask yourself, “Does my content sound human? Does it sound like something a person might actually want to read?”

When competition is fierce, it’s tempting to throw in every feature and benefit to make your positioning clear. But readers are still people first. You have to catch their attention and draw them in. You won’t do that with copy that reads like a spec sheet.

Effective marketing copy should sound human, and it should speak to real needs, priorities, and challenges. It should sound like it’s written by a real person for a real person.

When it comes time to write your next direct mail piece or e-newsletter, keep the following in mind:

  1. Use natural language. Instead of “Helps you optimize efficiency and maximize organizational control,” say “Helps you get done faster—and done right.”
  2. Use humor. Target audiences don’t have a sense of humor. People do. If you’re a car dealer promoting the newest models, rather than talking about trim options and leather interiors, try something like, “Your new car will look so good that you’ll have to remodel your garage!”
  3. Speak to personalities, not demographics. As blogging expert Jeff Bullas has written, “Demographics have ages, an assigned gender and even a college degree. [People] have personalities, they have fears, wants and passions.”

Next time you sit down to write marketing copy, be real. Be relatable, and you’ll find yourself with an audience that is more highly engaged.