Print marketing remains a powerful strategy for enhancing brand recognition and boosting sales, even in a digital era. In fact, recent research revealed that print advertising generates higher levels of brand recall over digital and 82% of consumers trust print the most when making purchasing decisions. It’s no wonder, then, that global direct mail marketing spending is expected to reach $72.67 billion in 2022, up 1.5% over 2021.
While direct mail marketing is intrinsically effective, it requires an evolved game plan to stay ahead in an increasingly digital environment.
In this post, we’re sharing our top three hints for improving your print marketing strategy this year:
- Elevate your call to action
- Use an omnichannel approach
- Track your results & pivot your strategy as needed
Keep reading to learn more about implementing these steps to help ensure your direct mail advertising has a greater impact on your bottom line.
Elevate your call to action
A flat – or worse, missing – call to action (CTA) is one of the most common direct mail marketing mistakes to avoid when evolving your print strategy. A compelling CTA is essential for guiding your audience toward the next step, helping to boost the effectiveness of your direct mail campaign. As we covered in a recent blog post, persuasive language is critical for getting through to your recipients. Incorporate simple action-oriented phrases, such as call now and visit our website instead of passive language, such as consider this or take a look.
Words aren’t the only part that makes a CTA successful. Make your direct mail marketing work harder by following these helpful CTA tips:
- Design the CTA so that it stands out – make it unmissable
- Repeat the CTA to help it sink in
- Incorporate an irresistible offer
- Convey a sense of urgency
Use an omnichannel approach
Deciding whether to invest in print or digital marketing channels doesn’t have to be an either/or equation. Instead, evolve your print strategy to incorporate both! By combining print with digital advertising using an omnichannel approach, you expose your audience to a consistent message across various print and digital platforms. This approach works because it increases the number of customer touchpoints, a critical factor for increasing familiarity, comfort, and top-of-mind awareness.
Omnichannel marketing is precisely the concept behind new direct mail marketing technologies like IQ Mail. This integrated direct mail service turns a single mailer impression into multiple impressions across several platforms, including US Mail, social media, and Google, helping lift your results by 23-46% over traditional direct mail.
IQ Mail helps you:
- Improve direct mail marketing response rate
- Increase direct mail marketing campaign exposure
- Enhance your business success
Looking for more ways to generate business growth? Head to our blog for six helpful tips.
Track your results & pivot your strategy as needed
Finally, tracking the effectiveness of your direct mail marketing efforts is essential for illuminating which campaigns worked well – and which didn’t. These data points help make budgeting and decision-making easier. However, many companies find it difficult to track direct mail campaigns effectively, a major barrier to improving your print marketing strategy.
So, what can you do? Initialize intelligent tools like IQ Mail to make tracking results easier. This technology gives you access to a simple dashboard that allows you to:
- Track direct mail advertising campaign effectiveness
- Calculate return on investment (ROI)
- Become a smarter marketer
Evolving your direct mail marketing strategy in these three ways is a surefire way to improve your campaign effectiveness, helping you reach your goals faster. Contact our highly experienced print marketing specialists to learn more about our direct mail services designed for your success, including IQ Mail and other growth-promoting mailing campaign offerings.
