Avoid Junk Mail
“Tips and tactics for a successful mass mail campaign”
We scan through an overwhelming stream of unsolicited information (a.k.a. advertising!), in order to separate the trash from the treasure. No matter how big the pile, most of us peruse the contents of our mailboxes. Have you noticed why you keep some pieces while others are destined for recycling? Here are some tactics that may save your mailer from the recycle bin:
STRATEGY - Develop a strategy that suits your budget. If your intent is to increase brand awareness it’s better to hit a small area frequently than a large area once. You may benefit from more reach with less frequency if your offer is time sensitive.
TARGET MARKET - Define your target market and choose your area accordingly. If proximity is key to your service, blanket your neighbourhood and adjacent communities. If your client is a status shopper, direct your mail to affluent communities.
CONCEPT & DESIGN - Create a compelling message. A successful piece will aim to entice, educate and invite.
MEASURABLE RESULTS - Invite a call to action via a coupon, complimentary consultation, special offer, etc. in order to monitor response and gauge effectiveness.
Some terms to know when planning a mass mail campaign:
Direct Mail/Addressed Ad Mail
Any communication addressed to an individual.
Unaddressed Ad Mail:
Any communication sent to an area, the recipient's name will not appear anywhere on the piece.
Reach:
Number of people exposed to an advertisement or message.
Frequency:
Average number of times a person in the target audience is exposed to an advertisement or message.
Amy Perzan Merrill is a graphic designer in Calgary, Alberta. Her company, Meringue 3.14, specializes in creative branding and cost-effective print solutions for small business. For more great tips on how you can turn your material into powerful marketing and communication tools, subscribe to "Designer”, Amy's monthly ezine.