In today’s digital marketing world, sending direct mailers may seem a little archaic. However, businesses that ignore implementing direct mailers into their marketing strategy may be doing themselves a disservice. Inboxes overflow with ads and emails that can go unopened, while mailboxes are not. So, how do you get potential customers to read your direct mailers? Here are some ways to create a direct mail piece that will resonate with your customers.

Get to Know Your Target Audience

If you want your mailer to appeal to your customers, you need to know your target audience. For example, if you sell baby items and the recipient does not have children, your mailer will go directly into the recycle bin. You end up wasting your money and time. Do your homework.

Make Your Message Worth Reading

If your mailer does not end up in the garbage after leaving the mailbox, you have cleared the first hurdle. The next objective is to get your recipient to look at and read your mailer. First, make sure to personalize the message. If possible, use the recipient’s name. People are more willing to read mail addressed directly to them.

Next, get to the point. If you are selling a service, highlight the benefits of using your service. If you are selling a product, explain the benefits of using your product. Most importantly, create a strong call to action. Whether you direct the recipient to a website or have them bring the mailer into the store for a discount, they need an action step.

Time for a Bit of Creativity

When creating a mailer that will resonate with your target audience, you may want to consider a bit of creativity. However, do not go overboard. Make things like the fonts are easy to read, you have some white space for balance, and your color scheme is kept to a few colors.

There are ways, however, to get your mailer opened or read. For example, if you are a landscaper, create your mailer out of seed paper. Not only will it stand out, but it is something your recipients can use. Consider odd-shape mailers, larger-size postcards, or anything that will pique someone’s curiosity.

Offer Something in Return

The intended recipient took the time to open the mailer and read it, but now what? The call to action is not persuasive enough for them to take further action immediately. Reward them for taking a look at the mailer. Include an incentive, whether a discount code, coupon, or exclusive content only available to those who receive the mailers. Adding value to the mailers will help persuade the recipient to act.

Did Your Mailer Work?

Did your mailer resonate with your customers, or did it miss the mark? Not all mailers will be a success. It is necessary to track your mailers and the responses. Did your call to action bring in more website traffic? Did your coupons or incentives bring in more customers? By measuring your success, you will gain a better understanding of the changes to make for your next direct mailing campaign, allowing it to better resonate with your customers.