Generate sales with postcards

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Jennifer Hudson

Despite a faltering economy, half of American consumers plan to start their Christmas shopping before November, according to a survey by Optimove. Taking advantage of direct mail marketing as soon as possible will help you capitalize on the most important sales period of the year.

Direct mail complements and enhances your digital marketing channels over the coming months, helping you create a truly omnichannel customer experience. You can increase ROI and customer value, and move more people through your sales funnel this holiday season.

Let's get down to business and look at eight ways to use direct mail to generate sales.

Use an easy-to-follow CTA

‍Thecall to action is the most important part of a direct mail flyer. That's because it encourages your audience to do something immediately, like visit a store, scan a QR code or enter a promo code on your website.

Your CTA should be easy to follow. Rather than writing a lot of text, keep it simple with actionable language that triggers an immediate response, such as "Email us now" or "Scan this code". This creates a sense of urgency and encourages buyers to do what you want them to do.

It can be tempting to include several CTAs on a flyer, multiplying conversion possibilities. But using a single CTA can have much more impact, especially if it contains phrases that evoke emotions in your audience. Think terms like "Last chance" and "Don't miss out" to leave an impression on new and existing customers.

Lead with an offer

‍Nothinggets people more excited during the holiday season than a good promotion! Include a discount or other incentive at the top of your direct mail campaign to grab your audience's attention and keep them from tossing it in the trash.

Your specific promotion depends on your business model. As a general rule, the bigger the discount, the better. Offering new customers a 25% discount on their first purchase, for example, could significantly increase sales and have a positive impact on your profitability. Create a sense of exclusivity by explaining that your offer is only available to those who receive one of your advertising pieces by mail.

Highlight your logo

Although space is limited on a piece of direct mail, a prominent logo can make your literature stand out. Even if someone throws away your campaign, they'll probably remember your logo in the future, enhancing brand recognition.

Marketing lessons: Interestingly, when online consignment store thredUP ran an A/B test on a direct mail campaign, they noticed that a larger logo attracted more attention.

Customize

You already know the benefits of personalization in direct mail marketing, but customizing different elements of your document can boost sales this holiday season. Use all the data you have on customers and prospects when creating your direct mail campaigns, such as :

Buying historyOnline buying habitsDemographic informationPreviously used promo codesYou may want to mention your recipient's name several times, incorporate personalized product suggestions and refer to previous buying habits in your document.

Test different formats

‍It's hard to know which direct mail methods will resonate most with your audience. Experiment with different formats and see which generate the most conversions. For example, send a vacation greeting card to one group of customers and a formal letter to another group to see which works best. Just make sure that both versions include the same key information.

Collaborate with an influencerIncluding content from an influencer with their image on a document can grab your audience's attention and result in more sales or sign-ups, especially as part of a new customer acquisition campaign. Consumers are more likely to trust influencers than brands, which encourages recipients to take your direct mail more seriously.

Use direct mail as a complement

‍Directmail should be part of a broader omnichannel marketing strategy, enabling you to connect with customers and prospects at different stages of your sales cycle.

For example, you could send an abandoned cart e-mail to someone when they don't complete an online purchase, and follow up with a physical piece of direct mail containing a promo code. Alternatively, use retargeting ads to contact previous website visitors, then mail them a brochure. This double hit could encourage people to buy a product from your site or sign up for your services.

Automate direct mail services

‍Thedays when direct mail campaigns required a lot of manual labor are over. Now you can use the latest software to automate every aspect of your direct mail marketing, such as audience segmentation, personalization, content creation, address verification, printing and shipping. A direct mail platform, direct mail API or address verification API could save time and resources in your organization and lead to more successful marketing results.

Optimize your holiday advertising

‍Youshould never focus all your efforts on direct mail, but it can certainly enhance social media, email, digital ads and other types of marketing this holiday season. When used as part of an omnichannel marketing campaign, direct mail helps you attract new audiences, retain more customers and optimize conversions.

When creating direct mail campaigns, follow the tips above to generate more sales. Want specific tips for holiday marketing via direct mail?

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