5 drivers for a successful direct mail campaign
Developing a direct mail (DM) campaign can be a tricky process. From strategy and data analysis to design and mailing; there are many variables to consider for a successful direct mail campaign. At this stage of development, you may be asking yourself questions such as, “Have I selected the right target audience?” or “Is my message arriving at the right time?”
At PSI-Vransen, we will help you eliminate these doubts and turn your direct mail campaign into a success. We take you step by step through the key success factors of an effective DM campaign.
1. Data: Reach the right people
A successful direct mail campaign starts with the quality of your database. Without the right target group, even the best offers and creative concepts will have little effect. But how do you make sure you reach the right people?
- Selection of target audience addresses: At PSI-Vransen, we work with trusted data providers to identify the right target audience for your campaign. From B2B addresses to B2C addresses, we make sure your message reaches the right people.
- Quality your data: Enrich, de-duplicate, segment your database. The more fine-grained and relevant; the less waste.
- Privacy compliance: Of course, we always work according to the strictest requirements of privacy legislation. You can be confident that your customer data is processed securely and in compliance with the law.
2. Offer: What convinces your target audience?
Make the offer “you can’t refuse. Discount, gift, win-action, attention. Play with the offer, present it as irresistible and use urgency. It should appeal to your target audience and urge them to take action. This means not only offering an attractive product or service, but also finding the right incentive to persuade them.
- Create relevance: Make sure your offer connects with the wants and needs of your target audience. Is it something that actually appeals to them?
- Clear call-to-action: What do you expect from the recipient? A purchase, a subscription, an inquiry? Make the call-to-action crystal clear.
3. Form: How do you make your mailing stand out?
Direct mail is not only about the message, but also about how you present it. Your mailing should stand out in the mailbox so that it immediately catches the recipient’s attention.
- Creative design: A different envelope, personalization, scratch-off card, gimmick; the right design makes your message visually appealing and increases the likelihood that it will be opened and read.
Independent advice: At PSI-Vransen, we advise you on the best form of production for your mailing, without being limited by our own machinery. This way you always get a solution that fits your campaign optimally.
4. Design & Copy: Tell the right story
The design and copy of your mailing are the elements that bring your message to life. Together they determine the tone and look of your campaign and form a direct connection with your target audience.
- Catchy copy: Good copy should not only convey the message, but also convince the reader to take action. Good copy reads like a good conversation. Don’t ask for response but make responding easy.
- Strong design: Make sure your visual identity is reflected in the design. A consistent and attractive design increases recognition and confidence. A color, image, style. Every detail helps to inspire the reader.
Read more about how your message will get your target audience moving
5. Timing: Is your message arriving at the right time?
The timing of your direct mail can determine its success. Are you sending the mailing at the right time to get the recipient’s attention?
- Perfect planning: We help you choose the right sending times, so your message doesn’t get lost in busy periods or arrive at times of maximum impact.
- Also essential: coordination with online communications and internal capacity for response processing.
At PSI-Vransen, we ensure that your direct mail campaign is executed optimally in every aspect. From selecting the right target group to creative design and execution, we offer you the complete solution. As one of the largest independent experts in direct mail production in Europe, we have access to a wide network of suppliers and production facilities, which enables us to always find the best match for your campaign.
Want to learn more about how we can make your direct mail campaign successful? Contact us for a free consultation or visit our website for more information.