Using Direct Mail to Acquire New Customers

Direct mail is a form of advertising that involves sending physical mail to potential customers. Direct mail marketing is highly targeted and personal, however, the strategy is often overlooked when it comes to audience expansion.

direct mail marketing
Woman smiling as she reads a fundraising letter from a nonprofit she is supporting financially as a donor.

Is Direct Mail Still Effective?

Many marketers wonder if direct mail is still effective. If done correctly, direct mail still proves to be a powerful marketing tool to acquire new customers. There are many benefits to using direct mail for customer acquisition. First, direct mail offers a more personalized way to interact with your audience. Other advantages of a direct mail strategy include the low cost and opportunities for retargeting.

If you have website visitors that seem to be valuable prospects that aren’t converting, direct mail is a great way to retarget these customers. But without a conversion, how do you create a mailing list? This is where data providers are able to help.

How to Create a Successful Direct Mail Campaign

The Path2Response founders created the cooperative database industry to simplify direct mail marketing by delivering custom-tailored, high-performing target audiences.

Here are our top ways to see success in using direct mail as a customer acquisition strategy:
  1. Define your target audience: Before you start your direct mail campaign, it’s important to identify your target audience. Who are the people you want to reach? What are their demographics, interests, and needs? Is there historical purchase and donation behavior to signal patterns? The more specific you can be about your target audience, the more effective your campaign will be.
  2. Create a compelling offer: Your direct mail piece should include an offer that is relevant to your target audience. This could be a discount, a free trial, or a consultation. Whatever it is, make sure it will entice your target audience to take action.
  3. Design an attention-grabbing mail piece: The design of your direct mail piece is crucial. It needs to stand out in a crowded mailbox and grab the attention of your target audience. Use high-quality images, bold headlines, and a clear call-to-action to make your mail piece response-ready.
  4. Use a personalized approach: Personalization is an added benefit in direct mail. The more personalized your mail piece is, the more likely it is to be opened and acted upon. Use the recipient’s name in the headline, and tailor the content of your mail piece to their specific interests and needs.
  5. Use a clear call-to-action: Your direct mail piece should include a clear call-to-action (CTA) that tells the recipient what to do next. It could be as simple as “Call us now” or “Visit our website.” Make sure the CTA is prominently displayed and easy to find. Having a clear CTA will also help in measuring the success of your campaign.
  6. Test and track your results: It’s important to test different elements of your direct mail campaign, such as the offer, design, and call-to-action, to see what works best. Use a unique tracking code or phone number for each mail piece so you can track the response rate and see which elements of your campaign are most effective.
  7. Follow-up: Direct mail is not a one-time event. Follow up with your leads and customers to keep them engaged and interested in your business. This could be through phone calls, emails, or additional mailings.
  8. Keep your mailing list up to date: Make sure your mailing list is current and accurate by removing any invalid or undeliverable addresses. This will help ensure that your direct mail campaign is reaching the right people and will save you money on postage and printing costs.
Direct Mail For Customer Acquisition

Direct mail can be an effective way to acquire new customers, but it’s important to do it correctly and to ensure that delivered audiences are optimized and tested to expand into target audiences.

In short: define your target audience with your data provider, create a compelling offer, design an attention-grabbing mail piece, use a personalized approach, use a clear call-to-action, test and track your results, follow up, and keep your mailing list up to date.

By partnering with our clients on the right strategy, Path2Response has been delivering direct mail audiences for customer acquisition and successfully scaling and growing to meet their goals.

For help with your direct mail marketing campaign, contact us to book a strategy session.

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