Bop Design Releases Tips for Direct Mail Marketing Success

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San Diego marketing and design firm says direct mail is still an effective tactic, but stresses importance of planning and strategy.

By highlighting the key points that are going to be most important to your clients, your business can stand out from competitors who are merely shouting a self-absorbed message to a bored or uninterested audience.

With the U.S. Postal Service’s announcement of its 2014 direct mail promotions for businesses last week, San Diego marketing company Bop Design responded by releasing five tips for businesses that want their direct mail marketing promotions to reach the right customers and stand out from the crowd. “In the age of overflowing email in-boxes and constantly updated social media, direct mail through the postal service is getting scarcer so businesses must work harder for attention in the mailbox,” says Bop Design Business Principal Jeremy Durant. “However, direct mail is an opportunity to connect with clients in a deeper and more memorable way.”

Below are Bop Design’s five tips for businesses to consider as they roll out their direct mail marketing campaigns.

1. Who: Rather than blanketing an entire group with a general message, businesses should target their message so they can communicate with specific types of clients on a deeper, more personal level. “Targeting the right prospects with a direct mail marketing campaign is the most important component to success,” continues Durant. “If your message falls on uninterested eyes, then it’s as good as having done no marketing campaign at all.”

2. What: Competition for attention in the mailbox is at an all-time high. Not only does today’s prospective client have to contend with bills and unwanted special offers, their attention is also split between the various forms of other digital marketing (like emails and social media) that also compete for attention. However, businesses that are creative with their marketing materials design can go a long way to catch potential clients’ attention.

Bop Design suggests that businesses choose unconventional designs to stand out from their competitors. Some ideas:

  • Businesses should opt for a totally unique die-cut mailer rather than a standard postcard size.
  • Create a personalized touch by hiring an employee with excellent penmanship to hand-address envelopes.
  • Marketers can assemble mailers with unique-looking packaging or envelopes in unconventional colors or shapes.

3. When: Every business has regular ups and downs that correspond with the seasons or with the lifestyles of their prospects. Instead of generic mailers throughout the year, marketers should brainstorm events, dates or milestones that might influence their clients’ purchasing decisions. Some examples include:

  • Buying and selling homes (and related services like insurance,

landscaping, house-painting, etc) correspond closely to the school year calendar.

  • Tax season (January through April) is the perfect time for accountants or

investment advisors to market their services to people who are already thinking about money.

  • Fitness clubs, personal training and exercise equipment purchases generally spike around the first of the year as clients set new annual resolutions.
  • Beauty services correspond with vacations in winter or summer.

4. Where: If a business has no clear client mailing list and instead opts to purchase a pre-sorted list from the postal service or another distributor, they should be sure to advertise to those who are close to their business.

5. Why: In addition to expressing the business’ capabilities, marketers should always remember to focus on their customers’ needs and expectations first. Durant concludes, “By highlighting the key points that are going to be most important to your clients, your business can stand out from competitors who are merely shouting a self-absorbed message to a bored or uninterested audience.”

Bop Design is a San Diego marketing agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B marketing, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media, and content marketing.

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Jeremy Durant
Bop Design
+1 619-330-0730 Ext: 801
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