Five questions to drive your direct mail strategy

Good direct mail starts with good strategy. Here are five ways to frame your strategy when contemplating direct mail.

1. What is your primary objective?

What are you looking to achieve with your mailing. Some examples of objectives:

• building brand awareness
• acquiring first-time customers
• getting new purchases or donations from existing customers
• increasing loyalty
• launching a new product

2. Who are you trying to reach?

This is the art of targeting. You can do it using your customer list, an acquired or "look-alike" list, or selections based on geography, demographics, interests and behaviours, lifestyle, and life stage. There are many list sources to choose from, our mail specialists can help you develop a list strategy to optimize your response rate.

3. What is your "call to action"?

What action do you want your audience to take? You might want them to download a brochure, fill out a form, go to an event, make a donation, or make an in-store or online purchase. Good direct mail features a single, powerful call-to-action and makes the case for a why a recipient should take that action.

4. What is your message or offer?

Why should the recipient take action? You may rely on storytelling to craft a narrative that encourages your call-to-action. You may use sales or discounts, or access to a premium gift. Good offers create incentives to act now, and often feature a deadline to take action. Consider ways to create excitement, good will, and in doing so, make your case for action.

5. Will your campaign be integrated?

Many studies have indicated that direct mail can amplify your other marketing efforts, be they in-store promotions, advertising via online/print/digital/broadcast channels, social media, online content, or public relations/media announcements. Consider how direct mail can help you by being a part of a larger effort.