They say that imitation is the highest form of flattery, right? If Apple and Google have experienced overwhelming success with direct mail campaigns, why can’t your business? By understanding the strategies used by the most effective direct mail campaigns, your business can create a strategy proven to generate leads and grow brand awareness. Keys to a successful direct mail marketing strategy include:
While it’s tempting to blast out direct mailings to as many potential clients as possible, this is an inefficient and expensive way to grow business. Instead, learn from what Apple did for its MacBook Pro direct mailing campaign. During the campaign, Apple sent direct mail pieces to journalists and instead of sending the entire catalog; they only mailed promotional content related to the MacBook Pro. This marketing strategy had a highly targeted consumer and product in mind, which is why it succeeded. This lesson reminds us that no matter how slick the campaign or how compelling the sales copy, targeting the right audience with the right product is the most important consideration.
Burger King and other fast food restaurants have reminded us about the power of geo-targeting. By sending coupons to consumers in specific communities and neighborhoods, Burger King is able to keep promotions in the forefront of consumers’ minds. Geo-targeting also ensures that those receiving the direct mail are within proximity of a nearby location.