Someone great at marketing knows how essential it is to combine online and print marketing efforts to achieve stellar results. As we enter the post-pandemic world, brands need to brush up on their direct mail marketing endeavours. Here are the different ways you can make the most of this method — along with printed collaterals — to boost your business.

Target the right audience. Much has changed since the COVID-19 pandemic hit the world. Audiences across various niches exhibited changes in their preferences and purchasing behaviours. Before sending out mailers and other print materials, you have to know and study your target audience first. To optimise spending, consider sampling the market first (i.e. Send out a mail to a small number of recipients) and evaluate your campaign’s effectiveness.

Give something valuable. As printers Kent know, offline marketing is a great supplement to online marketing. So when planning a direct mail campaign, you have to know your purpose and the value that you’re offering to your target customers to be fully effective. For instance, you can send a direct mail to promote a special discount you’re offering on your website. Just make sure that you have a clear call to action to make your attractive offer more noticeable (e.g. Using bright colours for the coupons where potential customers can find the QR code).

Stay on brand. Many brands make the mistake of getting overly creative with their direct mail campaigns that they tend to forget to let their brand shine. When designing and writing copy for direct mails and printed collaterals, don’t forget to stick to your branding guidelines — from the colour scheme to the tone of voice. After all, the goal of this campaign is to boost your brand and to let your value proposition be known to the right recipients.

Personalise, personalise, personalise. While direct mail marketing should stay on brand, it doesn’t mean that it must be plain, mundane, and boring. One way to maximise your efforts is to create personalised content. This could be in the form of a handwritten note, complete with the recipient’s first name. According to research, you can increase your return on investment by as much as 200% when you customise.

Incorporate something interesting and practical. Apart from personalisation, you can also go the extra mile to let your mail stand out. You can pique their interest by incorporating items like magnets, pens — and even cookies — into what you’ll be sending. This will also help leave a better and longer-lasting impression on your audience.

Tap a reliable printing partner. One important key to achieving a direct mail marketing success is tapping the right supplier. Among the many printers Kent, you have to choose a printing partner that can cater to your specific needs. For example, you’re sending out uniquely shaped mailers. It’s also more cost-effective if you outsource your other printing needs from them (e.g. Business cards, brochures).

Always track responses. Direct mail and print marketing don’t just end in sending out the deliverables to the recipients. You also have to monitor how they respond and how many have availed of your offer? And if you haven’t seen any response yet, you also need to follow them up diligently.

If you need a partner who can design and print your marketing collaterals or a brand with extensive experience in direct mail marketing, contact KP today. You can visit https://kpmgroup.co.uk or contact them through 01322 663 328.