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  • Jake Coburn | Omega's Marketing Director

How to Maximize Return on Your Direct Mail Campaign

Direct mail pieces opened by a strategically targeted audience

Many businesses have turned away from printed marketing materials, like direct mail, or substantially reduced their investment in the medium. Long gone are the days of sifting through a mailbox full of coupons and advertisements from local businesses. With the promised reach you get from advertising online, it’s hard to blame many businesses for making the decision to go digital. However, the trend to completely cut print marketing from budgets may have been too extreme, and it has left a void for savvy businesses to take advantage.

As of October 2022, over 3 million businesses were advertising on Facebook, according to statistics provided by Meta for Business. Another study found that 78% of businesses rely on advertising via search engines and social media. But independent research has found that the amount of money businesses need to invest in advertising online to see a return has increased over the years, making it cost-prohibitive for many small businesses.

So, if you are planning to return to the “traditional marketing” method of direct mail, how can you put yourself in a better position to see a return on your investment?

Identify Your Target Audience

When putting together a direct mail campaign, you have the ability target a very specific group of people and businesses (depending on your product or service) with multiple demographic variables or cast a wide net without much filtering. Before producing a direct mail campaign, the best practice is to identify the audience you want to target for your promotion.

If you do not have a list of addresses and you are working with a commercial printer to produce your direct mail pieces, they should be able to help you get a list of customers. Some common variables to consider are:

  • Location

  • Consumer vs. Business

  • Income Level or Annual Revenue

  • Industry (if a business)

  • Age

  • Gender

  • Race

  • Employment

  • Education Level

Some of these variables may not be important to consider for your specific product or service. So, if a demographic identifier is not important, do not limit your reach more than necessary.

Generate Urgency or Solve a Need

To get a recipient to react, you need to give them a reason to do so by creating a sense of urgency or highlighting a problem or need that you can solve. A marketing piece that just provides product or service information lacks a call-to-action (CTA) that will get people to act.

Limited time promotions are a popular strategy for getting people to act within a specified amount of time. This method is great to drive short-term traffic to your website or physical business. Make sure to include a promotion code or instructions for redemption so you can track where customers originated.

Another popular strategy is to highlight an issue or need that recipients are likely to have and identify how you can help. This is a great method