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Direct Marketing » Trends, Tips & Facts, Best Practice | 11.06.2015

Think like the customer: the secret to direct mail marketing

Direct mail marketing campaigns are a fantastic way of attracting new customers. However, they're only effective if you're able to think like your potential customers. Getting your prospective clients to relate to your marketing material is the key to success in any type of advertising. In order to do this, you need to understand what they want and what they respond to best. If you're new to direct mailing, this can seem rather daunting. However, there's no need to worry - we've prepared some simple tips to help you produce direct mail marketing materials that will resonate with your customers.

1. Select the appropriate medium

Direct mail can take many different forms, including postcards, brochures and sales letters. Different demographics prefer different formats. For example, an older audience might respond best to a formal sales letter, while a slightly younger, predominantly middle-class audience may appreciate a glossy, highly-professional brochure.

However, if you're targeting teenagers and young adults, a more compact, postcard-like format might be best. After all, the youth of today grew up with the ability to access information instantly using the internet, so they're accustomed to taking in and processing data in its most concise form.

If you choose a format that's appropriate to the age, interests and social background of your target demographic, you can grab your customers' attention much more easily. This, in turn, can lead to an increase in responses or sales.


2. Create additional value

Always try to provide your potential customers with an incentive to respond to your direct mail campaign immediately. If there's no specific reason for your clients to take advantage of your offer as soon as possible, your marketing material is likely to end up at the bottom of their to-do pile, never to be seen again. It doesn't matter how persuasive your direct mail campaign is, if you don't make it a priority for your clients, they're likely to forget about it.


Try to think like your customers. Just like you, they're busy people with a lot to do, so they're likely to put off responding to direct marketing material when it isn't time-critical. You can circumvent this problem simply by adding a limited-time special offer, sale or rebate to your direct mail marketing campaign. Not only does this strategy entice potential customers with added value, it also makes responding to your campaign a priority, which means they're less likely to forget about it.


3. Assess your material from a consumer's perspective

Before you send out any direct mail marketing material, you should try to put yourself in the shoes of someone receiving it. Try to assess your marketing material from the perspective of someone who just got a copy through their letter box. From that person's point of view, consider whether it looks trustworthy, whether its tone is persuasive and whether it offers sufficient value to be worth their time. This form of assessment allows you to improve your campaign and pick up on potential errors.

Direct mail marketing campaigns depend on your ability to relate to your customers. The tips we've provided here should help you get inside your customers' heads. Now all you have to do is put them into practice and reap the rewards!