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Unlocking the Power of Direct Mail Marketing: How to Boost ROI and Create Lasting Impressions


If you are looking to connect directly with your audience and drive real and measurable ROI, direct mail is still the best choice for your brand. Engaging your audience via their mailbox gives you the ability to cater your message, offer, and more to the individual, creating a truly personal one-to-one experience. Best of all, it works. Recent studies showed that, in addition to high response from older generations, 60% of Gen Z and Millennials get excited when they receive a piece of mail, and 20% are motivated to buy. So how does Crow Creative help our clients build powerful direct mail campaigns that move the needle? Here is our formula for success:

 

TACTICAL DESIGN

Breaking through in a cluttered mailbox isn’t an easy task. More often than not, your audience is sorting their mail over the trashcan, so you need to give them a compelling reason to hold on to your mailer. Using simple tricks like textured paper, official-looking envelopes, thick cards, and more impactful formats can give your piece a different feel and provide enough stopping power to pull your audience in.

 

+ PERSONALIZED MESSAGING

Now that you’ve got their attention, make it worth their while. Speak directly to their pain points, focusing on the benefits your brand, product, or service has to offer them. Show them how you fit into their story and solve their challenges. And don’t be afraid to use their first name and location in the copy. It’s called “direct” for a reason. Make them feel as though you’re speaking directly to them.

 

+ CLEAR OFFER PRESENTATION

Even the most engaged customer won’t read everything in the first pass. Make sure your copy and design are scannable and lead your audience to the key information. Keep it simple and clean. They can always dive deeper later. To that end, consider breaking up your message across multiple pieces in a single package. This way, you can focus your letter, for example, on providing an overview of what and why, and let a brochure do the deep dive into the how. 

 

+ COMPELLING CALL TO ACTION

Make sure that your call to action is clear and obvious. Once you’ve sparked your customers’ interest, don’t make them search for a way to respond. Repeat your call to action two to three times on each piece, and keep it simple. Less is more when it comes to driving ROI.

 

+ MAXIMIZE EVERY TOUCH

On average, it takes between six and eight different engagements to drive action. Build a mail stream that allows for multiple touches that dial up urgency and engagement over time, and create a cadence that not only aligns with your audience but also with the consideration and purchase timeline for your specific product or service. 

 


Want to maximize your impact in your customers’ mailbox? Let us help you create powerful direct mail that delivers real ROI. Call Crow Creative today at 646.823.2759, or email hello@CrowCreativeAgency.com


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