If you’re like most business owners, you’re probably gearing up for a big Black Friday sales push. Direct mail marketing can be a great way to reach new customers and drive traffic to your store or website. But if you want to be successful, there are a few things you need to keep in mind. In this article, we’ll give you some tips on how to plan a successful direct mail marketing campaign for Black Friday.
Why Focus on Direct Mail Marketing?
First, let’s take a look at why direct mail marketing can be an effective tool for Black Friday sales.
Direct mail allows you to target specific demographics and geographic areas, ensuring that your message reaches the right audience. Additionally, direct mail is tangible—recipients can hold it in their hands and refer back to it as they make their Black Friday shopping plans. Catalogues, for example, are traditionally an effective way to reach an audience for Black Friday. They’re considered almost a tradition this time of year!
And with advancements in technology, companies can now track the success of their direct mail campaigns through unique codes or coupons.
Reasons Why Direct Mail Is Perfect for Black Friday
Direct Mail Has a Longer Shelf Life Than Digital
Unlike a digital ad which could be seen once and then “clicked off” later, direct mail can sit on someone’s kitchen counter, coffee table or office desk for days or even weeks, allowing them to see your message multiple times before Black Friday. This can increase the chances that they’ll remember your offer and choose to shop with you.
Can Reach Older Demographics That Aren’t Tech Savvy
Direct mail can reach a wide range of demographics, including older generations who may not be as active on social media or the Internet. It’s important to cater to all potential customers during the busy Black Friday shopping season.
Has Consistent Pricing All Year Long
Some forms of paid digital media, like pay-per-click or native ads, have variable pricing that can spike with high traffic without generating any conversions. Direct mail is more consistent where print, data, and postage costs are less likely to fluctuate as much as digital.
Even a Low Conversion Rate Is Good for Direct Mail
For most direct mail campaigns, a conversion rate of 0.5% to 2% can be successful. That means for every 1,000 pieces mailed, getting back 5 to 20 orders is successful. Compare that to some high-priced keyword bidding for online marketing and you can see the effectiveness of direct mail.
Increases Your Brand Awareness
Direct mail marketing can also help increase brand awareness, as recipients may share your message with friends and family. Recipients might also search for you online and visit your website, creating a cross-channel marketing effect that can increase your brand recognition.
How to Plan/Create a Direct Mail Campaign for Black Friday
Start planning your direct mail campaign at least a few months in advance to give yourself enough time for creation, printing, and mailing. It also allows you to brainstorm different offers and creative treatments with enough time before the printing process to make necessary changes.
Target Your Audience
Make sure you clearly define your target audience—who do you want to reach with your direct mail campaign? Consider factors like demographics, buying habits, and location. Consult with a media company that offers mailing list rentals to help curate your audience and direct your ad to those more likely to buy from you.
It’s All About the Offer!
Black Friday is all about big sales and deals, so make sure your direct mail campaign offers something special. Offering half price, buy-one-get-one deals, free gifts, and more are great ways to entice your prospects to become buyers
You MUST Include a Call-to-Action
Make sure your call-to-action (CTA) is clear and specific, telling recipients exactly what you want them to do. A CTA could range from physically visiting your store, calling a toll-free number to place an order, going to a specific website to shop, and including a return device that the recipient can mail back with a check or their credit card information.
Include Deadlines and Limited-Time Offers
Including deadlines in your direct mail campaign can create a sense of urgency and encourage recipients to take immediate action. Consider including limited-time offers or early bird specials to incentivize recipients to shop with you during the busy Black Friday season.
Track and Measure Results
Ensure that your direct mail campaign includes a way for you to track its success, such as unique codes, specific URLs, dedicated phone numbers, or coupons. This will allow you to measure ROI and will help determine the success of your direct mail package, especially if you’re doing multi-channel marketing and want to know where your new customers are coming from.
Contact North American Media for Direct Mail Campaign for Black Friday
Overall, direct mail can be a valuable tool in your Black Friday marketing strategy. By following these tips, you can create a successful direct mail campaign that can drive sales during the busy holiday shopping season.
If you want assistance with your next direct mail campaign for Black Friday, or for any time, contact North American Media today and we’ll help you get started!
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