Hire the Right Company to Make Your Prospects Open Your Message
At a whopping 41.2 billion dollars, direct mail remains the largest single direct marketing expenditure for US businesses in 2013. Last year, these adverts composed over 50% of the national marketing budget. This proves that despite the preponderance of social media, businesses still turn to direct mail marketing companies, when it comes to converting prospects into customers and boosting sales.
Suppose a new eatery has opened its door in your area. How do you come to know about it? You will definitely not search online for an entity of whose existence you are not aware of. Here lies the efficacy of direct mail pieces; they let your audience know about your business, whether it be a new branch opening, a new product launch, seasonal sales, off-season discounts or anything lucrative enough without having to log on to a computer or download a smartphone app. This explains why direct mails command 43% share of total retail advertising expenditure in the US.
What’s in it for you?
Put simply, well executed direct mail campaigns can offer you the following benefits:
- Reach people right where they live, helping them go through the mail contents at a relaxed pace.
- Help consumers find out about new products or services.
- Attract new customers to your products.
- Increase brand recognition with consumers.
- Improve your bottom line.
No wonder mailboxes at our doorsteps keep on overflowing throughout the year. According to the non-profit group 41 Pounds, the average US households receive 40 pounds or more of mail pieces every year. On an average, every adult person in the country receives 16 pieces of traditional direct mails per week.
Implementation is Key
Mail marketing is, however, not about bombarding your prospects with marketing items. Planning, targeting, engaging and measuring are the four pillars on which successful campaigns are premised. Therefore, if you are seeking to leverage this time-tested technique, be sure to hire the right partner who can help you strategize your campaign for the optimum lead conversion. A mail marketing agency can do quite a bit for your business but only when you choose a partner who’s pro at it. Knowing what to look for in your marketing partner can help you get the best possible results from your campaign, and maximum possible returns on your investments. Whether you want simple mailers or special pieces with all the bells and whistles, the following pointers will come handy in making the best choice:
Put your feet into the shoes of your potential customers and imagine how it feels to receive shabby mail pieces with blurry images, difficult to read characters and a vague message. One advantage of working with a reputed print marketing company is that they will happily provide you their portfolio so that you can see what they are offering. Mail printed on sub-standard materials are rejected at the very outset by consumers. In addition to using premium quality materials, result-oriented agencies invest in advanced printing technologies to improve the look and feel of your mailers.
In any field, experience matters, especially in marketing. Examine how long the agency has been in operation. Before forging a partnership, check out the past performance of an agency that you are considering. Go to their website and read the customer testimonials. Scour their Facebook page for customer complaints. Use all the resources at your disposal to find out as much as possible about the company before you decide to use its services. A couple of bad reviews out of hundreds do not signify a red flag, but it will be a blunder to contract a company that has numerous complaints against it.
Full Spectrum of Services
Right from designing mail pieces to delivering the same to the addresses of your target audience, direct mail marketing campaigns involve lengthy and complex procedures. It makes sense to partner with a provider who has a research wing for generating address-database, a department dedicated to designing mail pieces and separate section taking care of door-to door or by-post mail delivery. When offered as a package, the services cost less. As a ready guide, go with a direct mail marketing agency, capable of offering a full spectrum of the following services:
- Conceptualization and designing mailers
- Compiling mailing lists as per geographies
- Putting into envelops
- Delivering the mails
- Superior customer service
Experience in Your Niche Industry
It will be an added advantage if your partner has past experiences in your specific industry. A familiarity with a specific industry gives them an idea about the latest trends in order to better understand what works and what does not. Your mail campaign may fall flat if you hire a company that’s good at producing great items for the automobile industry, but has no experience with the needs and demands of real estate. Before selecting an agency, ask how many similar clients the company has handled throughout its career.
Compliance to the Laws
Make sure, your mailing associate knows the US laws relating to direct mail marketing. While sending direct mails to clients and prospects, businesses need to abide by the laws stipulated by regulatory bodies such as Federal Trade Commission (FTC), and Acts such as Drivers Privacy Protection Act (DPPA) and The Health Insurance Portability and Accountability Act (HIPPA). Adherence to laws is important as it strengthens your brand’s reputation.
Don’t be swayed by a highly competitive pricing; if you choose to go with the lowest quote regardless of company’s track record, there is no guarantee that you will find the final materials up to your satisfaction. At the same time, there is no point in going with a company, who charges you exorbitantly for the same quality of services that others are offering at the same price. Take a middle path, and partner with a firm that offers reasonable rates for the entire bouquet of services that you are opting for.
Direct mail advertising is an important investment for your business. If you are not leveraging these time-tested marketing items, then you could be missing out on significant market share. Choosing the right direct mail marketing company for your campaign’s success is therefore critical. Now that you know what to expect from a reliable agency, hire one and reach the right ears.
About Keira Rose