Do direct mail campaigns work?

Businesses are often focused on digital marketing – and for good reason. Marketing on digital platforms like social media and mobile is typically low cost and gives you a high return on investment. However, there's something to be said for going back to basics and implementing direct mail marketing campaigns. For one, as the Harvard Business Review points out, because other companies have ditched mail campaigns for digital ones, you'll have a lot less competition on that platform. It can also make your message stand out and seem a bit more personal, which is not usually the case when your email is among dozens of others in someone's inbox. Here are a few ways to make your direct mail campaigns work:

Think About Your Message
Successful marketing campaigns begin with a well-thought-out message. Why are you reaching out to people with this mailer? Is it to give them a great offer? Are you trying to generate new leads? Or perhaps you're hoping to encourage past customers to return? Each of these instances requires a specific type of campaign and a specific type of message. If you are reaching out to give people an offer, make sure it's something the majority of your audience will want to take advantage of, as opposed to a niche product or service that appeals to few. Find a deal that offers customers great ROI. 

Design Your Own Postcards
Custom postcards are a great tool for direct mail marketing because they can be easily combined with your online marketing efforts. Many businesses have found great success by using postcards to direct people to their website, rather than to provide coupons that can be used in person. If you go this route, consider your postcard design: It should be simple and concise while still grabbing your audience's attention. Make sure the URL you provide is easy to copy into a browser, and if you can, include a mobile barcode.

Consider Using Letters
When done right, business letters can be effective for a couple of reasons. First, they're very personal, as long as they sound conversational and casual (no professional lingo, please). Second, like emails they cost very little money to send. When are business letters a good tool? Consider sending them to past customers who you want to bring back to your business or another relatively small target audience (say, just a handful of businesses in a certain geographic location).

Target Your Mail
Remember that direct mail marketing campaigns are only successful if they're carefully targeted to the exact audience that will be most likely to use them. So, be conscientious when putting together a mailing list, and aim for mailing to people between the ages of 18 and 50.

Keep Track of Successes and Failures
Don't be afraid to try out different offers, types of mailings and messages to see which styles work best for you. Just make sure you're keeping track of which campaigns worked best and why. Also, keep in mind that just one mailing simply won't do the trick. If you send out postcards, follow up with a business letter and see if that increases the campaign's effectiveness.