With the passage of time, marketing methods and business promotion strategies have changed a lot. Today, companies strongly believe in in adopting the person specific method to promote what they are selling. In other words, methods that are targeted towards a particular buyer work best. Direct mail is one of the best methods to make a customer feel that you care for him and his preferences are always considered by you. Companies that use direct mail as an important product promotion method are successful in attaining business revenues.
The important methods that work for direct mail
Grabbing an envelope, stuffing it with all the product brochures you have and sending to a customer is bad planning. No one has the time to go through product brochures against his interest. For instance, if you someone does not like wearing jeans, he would not go through a product brochure on it.
1. Plan your direct mail strategy according to customer preferences
Consider that you have 200 customers. Each of them would have a different set of likes and dislikes. While packaging a direct mail package, this is something that needs to be taken into account. If you have figured out that a particular potential customer is only interested in, there is no need to fill the packaging envelope with unrelated stuff only to complete the space. This is something that can irritate the customers.
2. Keep the package simple but innovative
First impression is the last impression. If you are targeting a potential customer, you have to pay attention to the packaging theme apart from the particulars being sent to him. Packaging boxes that have a loud design can turn off most customers. Thus, try to keep it simple. Ensure that the box does not have a theme that conflicts with the product theme. In addition to that, you can also keep the box simple and without any design.
3. Internal packaging strategies
For a direct mail package, the internal packing is an important parameter as well. This packaging depends on what the box contains. For some purposes, you need to use bubble wrap but this is not necessary. Bubble wrap is used mostly if you are sending product samples that are fragile in nature. However, if the direct mail package has product brochures, you do not need to use bubble wrap for internal packaging purposes. It all depends on the particulars of the direct mail box.
4. Appropriate spacing and box size
As a product company, it is important to select the correct packaging box size. Sending a very large sized box to the customer without purpose is not correct planning. Thus, select what you have to send to the customer in advance. It also depends on whether you are introducing a new product to an existing customer or targeting a new customer.
● New customers need more information about the product and the company vision. Hence, do not send product brochures without a company profile. You should also include the company profile so that the customer can have an idea of the background you have. You should have a proper professional mission statement and company profile. Along with that, you can also include the list of your customers in the direct mail package so that a potential customer can gauge your actual caliber.
5. A personalized message makes serious difference
Something that starts with “Dear valued customer” does not have a very positive effect on every customer and this is what you need to remember when you are preparing the direct mail package. You should attach a personal message with the product brochures or promotional material. A personalized message creates a very positive impact as the customer feels that he has been remembered.
A lot of companies make the mistake of including too much promotional material in the direct mail box. This is not the correct strategy and should be avoided. There is nothing bad about including promotional material but that is not all you need to focus on. Keep the design and layout of the personalized message and sharp shades should be avoided.
6. Free samples are important
Customers are more concerned about what a company produces so that the standard of the product can be checked. They do not pay a lot of attention what it claims to offer. If you are targeting a new customer, he would like to know what your products are.
● Consider that you are running a soap company and you want to target new customers. Simply sending the product brochures or pamphlets would not create a strong impact. Thus, sending samples is quite important. For instance, if you produce soaps, you can send few samples. A customer would be able to decide better whether he wants to buy your product or not after he has used the samples. However, you should place the samples in an envelope titles “samples” and then place in the direct mail box.
7. The final packaging step
It is not easy to convince a new customer that you are the best option available so you need to be cautious about each and every angle. Presentation is one of them. You need to work on the arrangement of things that have to be placed in the box. The wrong arrangement of things can create a negative impression in front of the customer. Recheck the package before you send it to the customer.
● It is very important to hire a professional packaging company if you want the customer to be actually convinced. In addition to that, opt for a packaging company that has expertise for direct mail. Some packaging companies have default packages to offer to the customer. If you want to save your time and do not want to include any innovation, you can select one of these packing options. On the other hand, if you think that changes need to be made according to the requirements of your product, you can hold a communication session for this purpose.
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