How to Nail Premium Direct Mail

Consumers are bombarded with marketing messages daily. Emails get deleted, and social media ads are easily scrolled past. Physical direct mail, however, offers a more personal touch. It’s tangible, unexpected, and more likely to be opened and interacted with.  

We’re not just talking junk mail here, though. Premium Direct Mail that includes valuable content remains a way to break through messaging clutter and find the minds of clients. 

By incorporating premium direct mailings, you can cut through the noise and leave a lasting impression on your network. This marketing approach is crucial for businesses seeking to establish meaningful connections with their audience and drive tangible results. 

Learn more about leveraging premium direct mail now.

Advantages of Premium Direct Mail:  

• Tangible Impact:

  Premium direct mail creates a tangible connection with recipients. The physical presence of a well-crafted mail piece enhances brand visibility and leaves a lasting impression. Maybe you’ve noticed: Magazines sit around the house for a while.  

• Higher Response Rates:

  Studies consistently show that direct mail boasts significantly higher response rates compared to email marketing.  

• Gives Value:

  A premium direct mail piece, such as a personally branded magazine, gives the recipient a reason to hold on to it. With pages of engaging articles and recipes, your magazine gets a spot on the coffee table, not tossed in the trash. 

• Targeted Audience:

  Direct mail allows you to target specific demographics or customer segments for a more personalized approach. 

So it’s clear that incorporating some element of direct mail should be part of your marketing plan. But how do you do premium direct mail marketing RIGHT? Premium pieces aren’t cheap, so you need to be sure you’re using them correctly. If implemented well, their ROI is outstanding. 

Steps to a Successful Direct Mail Strategy: 

Define Your Mailing List:

Carefully curate your mailing list by identifying individuals within your network who you want to create a more personal connection with. While it’s essential to include current clients, don’t overlook the potential of reaching out to past customers and new leads. Casting a wide net yields valuable opportunities for re-engagement and expanding your customer base. 

Stand Out

Invest in a unique and high-quality mailer to ensure your piece grabs attention amidst the mailbox clutter. 

Use a Clear Call to Action:

Ensure your direct mail includes a strong call to action (CTA) that guides recipients on the next steps. Whether it’s referring a friend to your services or scheduling a consultation. 

Keep it Consistent:

Out of sight, out of mind, out of business. Clients who forget you won’t be able to refer you or come back for more. Frequently sending direct mail pieces to your network helps to foster trust and familiarity, strengthening your personal connections over time. 

Make it Personal:

Customizing your mail with your photo, business name, logo and contact information is essential. The more personality you can show to your prospects, the more chance you will be able to start conversations. The more conversations you start… Discover all the ways you can personalize Escapes & Experiences magazine. 

Best Practices  

• Keep Mailing Lists Up to Date

  Regularly update your mailing lists to ensure accuracy and relevance. Remove duplicate entries, update contact information, and add new contacts. Don’t forget to check addresses and names carefully. Customers ignore mail with errors. 

• Follow-Up is Key

  After sending premium direct mail, follow up with recipients to reinforce your message and drive further engagement. Use personalized follow-up emails or phone calls to nurture leads and encourage action. 

• Target repeat customers

  Direct mailing campaigns are a great way to re-engage previous customers to generate repeat business or new referral leads.  

By leveraging the unique advantages of premium direct mail and implementing these best practices, businesses can establish meaningful connections with their audience, drive tangible results, and stay ahead in today’s competitive market.