Depending on whom you asked, there are primarily three main factors that impact the success of a direct mail campaign: the creative, the mail list, and the offer. Executing merely one of the three won’t result in the success you are hoping for — it’s a combination of the three that produces results. We’ve talked about overall direct marketing strategies in previous blog posts over the years, such as “A Little Direction for your Direct Mail Campaign” and “Direct Marketing – Yep, That’s What We Do, Too!” but now we want to look at something a bit more specific – the offer.
The offer is what makes or breaks a direct mail piece. Once you have your target list ironed out, you have to think about what you want out of the piece. What is your call to action, and furthermore what will make your recipients take action? Your response rate determines your success, which is why it’s important to take time developing the right offer. Strategize to give your customers something unparalleled in the market, and if it does happen to be the “same ‘ol thing” as your competitors, you’ll have to present it in a new, unique way.
With a little bit of creativity, a mail list and a call to action/offer, you can make a direct mail campaign as simple as 1-2.3.