Today’s Mailbox Monday is a little different. I don’t have an actual piece to show you, but want to discuss an interesting comment my dad made last week while sorting through the mail. He said in frustration “why does the same company keep sending me the same stuff?”
At first I wanted to rush to the defense of direct mail and spout of 10 reasons why direct mail is effective. But then I realized that my dad wasn’t complaining about the mail, he was complaining about the type of mail. He didn’t mind that the company kept sending him things, he was annoyed that they sent him the same things. That is a problem, even for us staunch supporters of direct mail.
We often talk about the importance of repeat exposure in building brand recognition. It’s true, you need to expose people to your logo, your slogan, your face, your company over and over and over again. HOWEVER, you should not be exposing them to the exact same content. That gets real boring real fast. Very quickly they will stop paying attention to your pieces and all that repeat exposure becomes a big waste of time and money.
As you develop content for your direct mail, email, print, online and social media campaigns, always be thinking about ways to spice things up. Your audience should always be compelled to engage with your brand, whether its by keeping a sports schedule with your brand on their fridge, commenting on your blog post, or forwarding an email you’ve sent to a friend.
Check back next week and I’ll give you some specific ideas for messaging that will keep your audience interested and engaged.
Need some direct mail marketing ideas? We’ve got you covered. Download an order form for our March specialty postcards.
Send out an Angels or Padres baseball schedule. These 8.5×5.5 postcards give the full schedule for both teams’ 2014 season, with home and away games clearly marked. These pieces are extremely effective because recipients will keep them around for a few months and frequently refer back to them. And every time they do, they’ll see your face and be reminded to do business with you! The season starts March 31, so get these sent out quickly.
Order by March 19th and receive 10% off printing costs. Please note: The 2014 schedules look exactly like the 2013 schedules pictured below, just with different dates. You will see a proof before it is sent to print.
Although Easter comes late this year (April 20th) its not to early to start planning your Easter direct mail marketing campaign. We’ve got two adorable designs to choose from. You can submit your own messaging for the back or we can provide a generic version. Click here to download an order form for the baseball and Easter postcards.
Order by March 19th and receive 10% off printing. Please Note: You can postpone mailing until a little closer to Easter if you wish, but please allow at least two weeks to ensure delivery by Easter.