How to Dominate Your Local Market with Direct Mail Marketing

Diversified marketing is the key to maximum exposure. Engaging your customers through multiple channels guarantees an improvement in your response rate. Direct mail is a proven way to reaching your targeted audience through a well-thought-out direct response marketing strategy. 

Here’s our list of the best practices that will help you dominate your local market with direct mail:

Get Personal

There is no shortcut to winning the affection and appreciation of your customers. Each of your customers would like to be treated specially. Crafting a personalised content directed to offering solutions to their needs and problems will make them feel valued and heard.

Personalising your content for your recipient includes, getting their names right on the mail. Providing a more localised information, say an information to the nearest store in their district or even creating a special coupon or offer out of special occasions or for a demographics, like giving a 30% discount for the mom on Mother’s Day or giving away free-sportswear shirt for the upcoming local event in your store to your patrons.

Data Accuracy Matters

Direct mail relies on proper timing.  The right people must receive your offer at the right time and in the right place. Data accuracy affects your campaign to a great extent. Reliable data gives you accurate information on what your target audience needs. An up-to-date database is vital in every direct mail campaign for the simple reason that you cannot craft a personalised content if you do not have a useful, reliable data to base your offer from. It’s like sending a 70% discount on lawn mowing products or service to occupants of an apartment complex.

Your marketing offers in whatever platform or channel it is delivered, should be able to fill a need for your target market.

Choose the Right Medium

Choosing the right medium is as important as the message you want to convey.  If you have reliable data, this will help you identify if your customer is most likely to respond to a postcard, brochure or flyer.  Given that you have a better understanding of their current circumstances you are most likely to plan out a content that will best be utilised within their comfort.  An example of this would be, sending a postcard or a greeting card too busy mom. Most household runners do not have time to sit down and browse over a brochure. In the same manner, you cannot send a postcard to a geek, who values update on what’s the next best thing in computer hardware.

Free Flow of Information

Direct mail marketing is successful because some still like the feel of paper in their hand. A personalised flyer or brochure is appreciated more than a tweet or an email message. A customer is most likely to spend more time skimming pages of your brochure than paying attention to your tweet. Not to mention they can keep a copy handy and browse through it when they can. Include all the information you need to for your customer to initiate the action.

Integrate with Other Channels 

It is wise to diversify your channels to keep your target audience alerted of potential offers from you.  Say, for example; you can send your mailing list a short advisory email to keep an eye out for the latest offer or news about your services in their mail. There may be a loyal patron who keeps an eye for special offers from your business. Make sure to utilise all the channels that you have.

Consistency and persistence pay off in any form of marketing.  Make sure to align your direct mail campaign with all other platforms and channels to ensure maximum exposure and response.