Trying to get the attention of customers is tough, getting them to read what you have to say is even harder!
So how can you make direct marketing stand out in the crowd and hit your target market right between the eyes?
In this blog post we explore 7 strategies you can use to make your marketing message cut through the clutter.
How to make direct marketing stand out
Integrate your data to make sure you’re targeting the right people with the right message. It keeps your communications interesting, effective and very efficient. And let’s be honest junk mail just ends up in the bin so don’t waste your money.
Accurate data gives you stand out.
Headlines and subtitles
The legend, David Ogilvy, explains this perfectly, “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Headlines are crucial to your content – take time to ensure they are well written.
Grab attention with relevant images that complement your quality copy.
Remember, less is more.
If you throw 10 tennis balls at someone they won’t catch any, throw one and they’ll catch it every time.
Keep it simple!
Call to actions
Call to actions are proven to increase the response rate. Use them, be clear and give them plenty of space.
Include direct incentives like “call us today” or “buy now”
Consider the format
Deciding what’s best for your direct marketing will improve your response rates exponentially.
If you’re a premium brand it’s more about the materials and finishing. You need high quality, heavy stock and a simple format. It has to feel expensive – no gimmicks here. But if you’re more mass market there’s a whole world of formats available especially when you use lighter stock.
Choose the right format for your brand
Personalise your pieces
When it comes to personalising direct mail it’s more than just using their name in the copy. If you’ve got the data you can personalise every piece of the communication based on their demographic, lifestyle, interests etc. And people are 7-10 times more likely to respond to personalised direct mail
The only limit to personlisation is your imagination.
By understanding your customers you can create relevance and this guarantees stand out. Sending relevant offers to customers based on their purchasing behaviour and recommending specific items based on their preferences will resonate with them and encourage a response. We see a 20-30% increase in ROI with relevant direct marketing compared to generic.
Create relevance in a world full of clutter
Direct mail company
With nearly 20 years of direct mail experience, Gecko, a direct mail company, specialises in highly effective direct marketing campaigns for businesses across the UK. Contact us to find out how we can make your direct marketing stand out and cut through the clutter.