Direct Mail Is Used to Market Products for Decades
Direct mail has been used to market products and services for decades by millions of companies. To this day, it remains a meaningful and clear method of communication with a precise target audience that has not yet been successfully replaced by any new technology.
There are many options available to you as a business owner when considering how to spread the word about your product launch. Advertising in a local newspaper or publication can be expensive and lack the targeting you require. Digital marketing, while more cost-effective, does not yield the desired results. Because users are so inundated with digital ads, they often go ignored.
Direct mail is one of the strongest forms of advertising available. Direct mail is more personal than a newspaper ad, it is more meaningful than a social media post, and can strategically use an image to magnify the message.
Here is how direct mail can help you to launch your new products and services:
1. Define Goals for the Campaign
The first step in setting up a successful direct mail campaign for a product launch is to define your SMART goals. SMART stands for specific, measurable, attainable, relevant, and timely. Whether your goal is 100 sales in the first month or a 10% landing page conversion rate, you want to write these down in advance. Determine what number will bring you a return on investment, and strive for that number. Once you have SMART goals, you can more accurately track the success of your marketing efforts.
An example of a SMART goal: Achieve website 10 leads within 30 days.
2. Entice Your Audience with a Well-Designed Mailer
Since your product is brand new to the market, it will need to stand out to get noticed. By creating a well-designed and well-written mail piece, you can catch the attention of your target audience.
Use an image that is eye-catching and communicates your overall message. Many people will look at the image before reading what you have to say, so it is important to draw them in. Communicate the benefits of your product through the image. For example, if you are selling a weight-loss supplement, show a photo of a family having fun and staying active.
Next, tell the audience what you have to say. You’ll want to focus on the benefits of your product and not the features. Tell them how good they will feel, and not that the weight-loss supplement contains a certain vitamin. People are emotional creatures, and you’ll want to connect with them on an emotional level. Learn more about how to write a compelling mail copy.
3. Send a Media Kit to the Press
Because your product is new, you’ll want to spread the word to as many people as possible. News outlets or influencers are a great way to spread the word about your product launch. First, you’ll want to identify which news stations or social media influencers identify with your target audience. If you share the same target audience, it’s more likely that the individual will be willing to work with you, as it will benefit them as well.
Send a media kit to the identified news stations and influencers to make a meaningful connection. By sending a media kit using direct mail, you can provide them with the key information they will need to make an informed decision.
In your media kit, be sure to include a letter of introduction with information on your company and the specific product you are launching. Also, insert in the media kit a press release, a reel of media coverage, a sample news story, and the most frequently asked questions about your product. You can also include assets like your logo or photos of the product that the individual can use to help spread the word.
4. Use Digital Marketing and Traditional Marketing Together
There are more ways than ever to communicate with your target audience. When you launch a product or start a new business, craft a marketing campaign which uses both digital and traditional marketing tools. Use these tools to your advantage! Campaigns that use both digital and traditional methods of advertising perform better. According to royalmail, more than 50% of consumers prefer a combination of digital and physical marketing resulting in an up to 25% increase in sales. Learn more about integrating digital and traditional marketing.
By doing this, you’ll be able to more accurately track the success of your efforts. You’ll also be able to capture valuable information like email addresses and phone numbers.
5. A/B Testing Gets Results
A popular clothing company wanted to test and see how they could get the most results during a product launch. They sent out two types of cards: a simple card and a customized mailer. The clothing company found that the customized mailer was 1.75-3x more effective than the simple card, resulting in meaningful sales for their business.
6. Measuring Your Campaign
After putting these 4 tips to work, you’ll want to measure the success of your campaign. Tracking results are essential to determining your ROI. Since you’ve set your SMART goals at the beginning of the campaign, you’ll be able to accurately track the data that matters most to you. Be sure to use conversion tracking when possible, like using a tracking phone number or a vanity URL, which is a specific URL (which redirects to the main website) developed for a campaign in order to track website visits.
Case Studies
- A medical spa in New York was planning the launch of a new product which refines the surface of the skin and minimizes wrinkles without surgery. The medical spa targeted 6,000 women aged 31-60 with an income of $150,000 or more in select zip codes. The campaign utilized a beautiful image, a bold headline, and an incentive (a free treatment with purchase) to draw customers in. The campaign results in 20 leads for the medical spa.
- An executive coaching company needed to get clients for their new coaching service. By using bright colors, bold text, and directing users to their website to learn more about the product being offered, they were able to get 103 interested leads out of 1,000 total postcards sent out.
In conclusion, direct mail is an effective method to launch your new product, service, or business. This effort is only made stronger by integrating it with digital marketing efforts. By focusing all your marketing efforts on one campaign, you will create a better experience for your prospective customer. And you’ll be able to provide meaningful information that will help them make the decision to purchase your new product.
