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When it comes to direct marketing campaigns, it’s human nature to think big. Whether it’s rolling out an email blast for an upcoming customer appreciation day or sending out a holiday themed Sales or Service postcard, we all have a tendency to want to “wow” the recipient with bright colors, killer graphics and an awesome call to action.
In reality, you’re re-inventing the wheel and over-thinking the whole initiative.
It’s always a good time to remind yourself that the mantra of “Keep It Simple, Stupid” is still a best practice in your direct marketing campaigns.
While keeping that in mind, it should also be noted to remember these other simple aspects when brainstorming for that upcoming program.
Grab their attention. Let’s face it: your mailbox – and email box – is filled with quite a bit of sales collateral, ranging from discounted lawn service to an incentive to change your high-speed wireless plans. In order to cut through that clutter, compose an appealing headline (direct mail) or captivating subject line (direct e-mail) to grab their attention. Furthermore, these headlines are the first step in a process that creates initial contact with your prospects and can lead to a call to action.
Keep your eye on the ball. Putting together a strategy involves knowing who you’re targeting. By utilizing an updated and accurate marketing database as well as a good social media-monitoring program, you should have a pretty solid idea of what your target is looking for, whether it is a vehicle or service.
The devil is in the details. When putting together the copy for your promotional mailer, give the consumer all the details to assist them in making a decision. The more details you can give them – features, benefits, you name it – the more improved your chances of getting customers into your doors. However, it’s critical to balance it with a clear call to action. Do you want your customers to call you to schedule a Service appointment? Do you want them to visit your showroom? Whatever it is you want from them, tell them!
Emails are meant to brief. In sending out your direct mailers, you have a bit of extra time to capture your recipient’s attention. However, with your direct emails you have a few scant moments to entice them. How scant? One study puts the timeframe at less than 7 seconds. Compose great teaser copy in your subject line and direct them with links to garner more information about your product/service.
By keeping things simple and remembering the “little things” in putting together your direct marketing strategies, you’re not re-inventing the wheel… you’re giving it traction.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.