Dove Direct Print and Marketing Blog, “How to Plan a Direct Mail Campaign”

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "How to Plan a Direct Mail Campaign" expounds on our recent post, "How to Plan and Execute a Direct Mail Campaign." Omnichannel and multichannel marketing campaigns are the most effective strategies that deliver increased brand awareness, better prosumer engagement, and ultimately a higher ROI. "Direct Mail" is now considered an integral part of omnichannel or multichannel marketing strategies. Further, marketing mail is the term the USPS® uses to promote and replace the formerly known standard bulk mail marketing nomenclature.

In our recent post outlining directives for planning and executing a successful direct mail campaign, we covered topics such as market knowledge, the buyer's journey, cost comparison analysis, digital opt-ins, targeting the correct audience, predictive analysis, and other direct mail related matters.

We contend that one of the most efficient types of direct mail collateral consists of creative that speaks to a bright, precise call to action. Of course, most marketing experts tend to agree that a call to action is the driver behind successful response rates. However, determining the exact call to action is the critical factor that ranks above and beyond the creative, albeit beautifully crafted direct mail collateral.

Target market sectors require specific types of communication messaging. As a result, creative messaging needs to be readily accepted by consumers and prospects actively searching for brand offerings within each market sector. However, within each of those market sectors, lies a messaging type that yields optimal results. That is where the rubber meets the road, as making the correct messaging decision requires an elevated process.

We mentioned the term "prosumers" at the beginning of this article. Prosumers is a term recently introduced by Alvin Toffler in his book "The Third Wave." According to Mr. Toffler, 'prosumer' is a mix of 'producer' and 'consumer.' He contends that today's consumer is also producing content around product and services to garner more acceptance within their circles. Prosumers could be the next wave of 'influencers.'

Market Knowledge

Understanding who your customers are elevates that prospect with the advent of digital technologies. Mainly, database management technology is the driver behind direct mail creation, messaging, creative, targeting, and personalization. Besides, new technology is now prevalent in all marketing aspects, with emphasis on social media platforms and the trends that are notable from data analysis.

There is no longer an excuse for any marketer or brand to launch a fruitful marketing campaign void of thoroughly understanding the target customer, or should we say the prosumer? Direct mail is the primary driver to introduce customers to an offer and direct them to a digital destination. Direct mail is also the caboose to delivering a followup suggestion or thank you message with extended offers.

The SWOT Factor

Conducting a SWOT analysis is the first step for any marketing campaign to ensure being on the right strategy track. Understanding strengths, weaknesses, opportunities and threats lay the groundwork that opens the door to competitive benchmarking. Further, a SWOT analysis will also provide insight into new opportunities and simultaneously what to avoid.

Once the SWOT analysis is complete, the organization should have a clear vision of the way forward, what to avoid and what to embrace and develop. Think of the SWOT analysis as the road map ahead.

Collecting and Purging the List

The next step is to collect, purge, and update consumer target lists via database analysis. Most brands contain an internal list of current customers, non-buys, and historical but non-current customers or those who have purchased in the distant past, with the emphasis on distant. Also, most brands have a list of potential target customers that need more convincing.

The resulting data can then be used to segment each of the customers' lists into precise niches based on whatever targets the brand is looking to parse. A good idea at this point is to name the niche segments with buyer persona labels that will come into play when it's time to craft creative and messaging for each segment.

Developing Buyer Personas

Now that you have separated and named the niche customer segments, the next step is to build-out the buyer personas from your list. Make no mistake. Conversion rates versus behavior and purchasing habits tend to vary dramatically between targeted segments and verticals. Behavior and purchasing habits are where marketing to personas can close the gap. Different personas contain different patterns, particularly within sales cycles. Understanding your buyer personas will help to determine the type of communications and messaging that would be suitable for them, and more importantly, for the stages within the personas' various sales cycles.

The following short list represents the reasoning behind buyer personas:

• Garnering a deeper understanding of a clearly defined buyer persona will aid you greatly in connecting with them.
• Understanding which social media channels your buyer personas spend most of their time will help determine where your business should focus and be actively engaged.
• By having an understanding of your buyer personas pains, pleasures, desires, needs and wants, will assist with content creation and correct messaging.
• Information derived from buyer personas will aid in the delivery and development of better products/services because you can anticipate your niche markets needs, behaviors, and concerns.

Lastly, as you develop your buyer personas, areas that should be included, notwithstanding any others, are demographics, interests, behaviors and purchasing habits. Moreover, general concerns that should be able to pinpoint such identifiers as pain points, previous situations, what matters most, how a product/service improves their life, how they make purchase decisions, and of course what determination made them pull the purchasing trigger.

Budgeting and Tracking

Now that you have the buyer personas labeled and segmented, it's time to consider budgeting. All marketing ROI is subject to expenditures and purchases. In the event the brand is looking to increase social media loyalists or prosumers for brand visibility and equity, there are costs associated with those objectives.

Costs for determining the print creative, from postcards to flyers, to brochures and even to catalogs or books is dependent on the number of recipients to be targeted. There are also costs for postage to consider, content copywriters, graphics and landing pages or social media pages that may need development. Note: For postage cost considerations, it's a good idea to locate a print organization that incorporates a certified in-house USPS® clerk. Why? That means that your final printed collateral can be mailed directly from the in-house USPS® clerk, which will save you time and postage dollars. In the event you are looking for such a vendor, Dove Direct is a full-service, print and marketing solutions provider, complete with an in-house certified USPS® mail clerk.

Further, the costs for tracking direct mail campaigns are two-fold. One is the reconciliation of how many pieces went out versus how many came back as non-deliverable. Second, measuring the response and engagement rates from targeted customers to digital destinations via the direct mail campaign. There is a cost to track and measure those response rates and delivery confirmations that you will want to factor into the marketing campaign budget.

The Net-Net

Planning a direct mail campaign requires several steps starting with compiling customer and prospect information and feeding those results into a database or CRM tool. Separating the niche market segments creates various lists for buyer persona development. Add in the creative and personalized messaging formulation along with budgeting, and you have a good starting point. Thanks for reading "How to Plan a Direct Mail Campaign."

Let's have a conversation about direct mail marketing strategies, printing, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, March 28, 2019, for an hour or two, anytime between 9:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct has an official USPS certified bureau located within our offices that will save you time and money. Moreover, if you bring us your files, we will create a demo file for you. For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.