Are you in the early process of creating a mailer campaign for your business? Is this perhaps the first of such campaigns and you want to be sure you take all the right steps that improve the odds of its success? A mailer campaign isn’t something that should be thrown together last minute; it takes planning and organization. Here’s a look at some of the most important steps for creating a successful mailer campaign whether it’s the company’s first or you have produced mailer campaigns in the past that failed to hit the targets.
The first thing you need to determine is what the main goal of the mailer campaign is. Why are you doing this? What do you want to accomplish? How will you measure success? These are all important questions to ask as the answers will help to shape the campaign messaging, the list of recipients and what platforms/media the campaign uses.
This leads to the next tip, which is to form a mailing list. Not every marketing campaign will refer to every customer in your database. You don’t want to come across as spamming your customers and sending them junk, so you need to be very selective in which ones will be on the mailing list.
If you plan on using the more traditional form of mailer campaign techniques, then you may be sending physical pieces in the mail addressed to your customer list. Sending personalized mail can still be highly effective in a marketing campaign especially if you customize the material and make sure it’s relevant to the recipients. For the latter, you need to authenticate your domain emails with DMARC and SPF flattening.
For this style of campaign to be successful, however, you need to ensure it reaches the intended recipient. Lob, which makes use of cloud software to aid in faster, smarter mail delivery for businesses, stresses the importance of address verification as shown in the linked blog. You can use their site to quickly enter an address and get instant verification, saving you time, effort, and money.
This also acts as a reminder as to how important it is to ensure your customer database is kept up-to-date and accurate. It’s something that should be given attention year-round, not just during a mailer campaign.
For companies who are sending the campaign material by email, don’t think this means the process will be quicker or easier as there are still plenty of things to be aware of. Digital campaigns are highly effective and can either be paired with traditional marketing methods or stand on their own. That’s the first decision you’ll need to make.
Now you need to form the list of recipients, which for many businesses is easy in a digital format since you can use filter and sorting tools. When crafting the email, the title should be of the utmost importance. You want to be sure that recipients open the message, otherwise, your efforts will be to waste. That means an engaging, brief, and clear title.
The body of the email should be personalized, contain all the most important information, including links to the company website and products/services discussed, and feature a call to action.
Here’s a tip that many experts will lean into when creating any kind of marketing campaign and that’s to provide customers with some sort of exclusive offer. That could come in the form of a promotion, deal, discount code, a free product or sample and so forth. These types of offerings tend to do a great job grabbing the attention of customers and it may be all it takes to make the sale.
This tip may seem too simple to mention but it is shocking how many times mailers go out to customers filled with errors – either factual or grammatical errors. The email or mailer should be read over by multiple people to ensure all is good and it is ready to send out.
While it may be tempting to send out mailer campaigns on a very regular basis, again, you don't want it to come across as spam. There needs to be a balance between providing customers with enough information and not overloading them. Unfortunately, there is no secret formula for how often to send campaigns; instead, it may take a bit of trial and error. Tracking the performance/success of the various campaigns should also help to shed light on this issue.
Using all of these tips will help you to create a mailer campaign that not only makes sense and has clear messaging but also hits all its targets and goals. Once you enjoy a successful campaign, you’ll feel that much more confident going into the next one.
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