So, you want to create your first successful direct mail campaign. Don’t worry—while at first glance, it might seem overwhelming, we’re going to break down the most important elements of a campaign to make it easier for you:
- Select a Goal. Before you begin your campaign, it’s important to set your sights on a target by determining what you want to accomplish. Do you want to get recipients to visit your landing page? Attend a free home buying seminar? Your goal will determine your creative direction.
- Obtain a Mailing List. You can buy a mailing list that very specifically targets a certain demographic or you can always use your current customer database. Think about who you want to reach—past clients, potential homebuyers, elderly homeowners—and then use the right mailing list to reach them. Arguably, this is the most important part of your campaign.
- Choose the Creative Direction. After establishing your goal and target audience, you need to decide on the creative direction. For example, are you going to use postcards or letters? Postcards are great attention grabbers, but letters allow you to convey more information. Do you have a specific angle you want to use to sell your services? This might include highlighting the great rates you obtain for your clients, testimonials, or perhaps your knowledge of reverse mortgages if you’re trying to attract an older demographic.
- Creating your CTA. Your Call-to-Action (CTA) should specify what action you would like the recipient to take after reviewing your letter. The best CTAs are specific, time-sensitive and offer something of value to the prospect. For instance, you might offer a free e-book to prospects who visit your landing page within 7 days.
By carefully considering these items and formulating an effective strategy to tackle each element, you will go a long way toward creating a successful direct mail campaign — one with a specific goal, defined target audience, strong creative direction, and effective CTA.