How to Create a Mailshot
Direct mail campaigns are an excellent and effective kind of business marketing, sending out physical correspondence to customers in the form of coupons, leaflets, postcards, and much more. Direct mail campaigns also include the use of mailshots, defined as promotion material that is distributed to large volumes of people.
Mailshots can help spread business or organisation awareness, encourage customer interaction and boost sales with offers. Mailshots must be eye-catching and informative for the receiver, otherwise, they’re likely to end up in the recycling. With Apex Direct Mail, we are experienced in designing and creating mailshots, helping our clients create the perfect direct mail campaign.
Creating your mailshot
When creating your mailshot, it’s important to know what you should include and what could help your business. You want to get the most out of your marketing investment and Apex Direct Mail can help you achieve this. So, how do you create a mailshot?
Design
The first thing your audience will notice about the mailshot is the design. If you are creating a mailshot full of text, you aren’t going to capture anyone’s attention. Instead, consider creating a more visual direct mail piece, with sporadic sections of text, bold fonts and plenty of colours. Worried about blank spaces? Fill the areas with photos rather than more information, this will make your mailshot easier to read and therefore easier to engage with.
Think about who you’re sending the mailshot to, what age group are you targeting? By customising content to a specific age group, you are making your audience feel more seen and represented by your business or organisation.
Message
The message you’re spreading is an important one, as it is representing your brand. Whether you’re wanting your mailshot to be informative, entertaining, or to promote certain products, think carefully about your message. Every direct mail campaign has an objective, try and share this objective with your audience.
Keep your content short and sweet, to a point, and always relating back to your message. Don’t be tempted to go off on a tangent, you could lose customers halfway through.
Audience
During the creation process, you should know who you’re audience is and why you’re targeting them. By possessing this information, you can tailor your message and design to a specific audience. Writing for teenagers is different from writing for the elderly and this should be apparent on your mailshot.
You should also ensure any details you own, comply with GDPR guidelines. Apex Direct can help make your data as pure as it can be to obtain the best responses. Visit our Data Processing & Manipulation page for more information on GDPR and what we can do for your campaign.
Response Rate
A major part of any direct mail campaign is measuring the response rate. This can be done by including a link, QR code or coupon on your mailshot and measuring how many times it has been used. The response rate is the responses you’ve received compared to how many mailshots you sent out. The conversion rate is the number of orders compared to the number of responses. All of these rates can be easily measured, allowing you to determine the success rate of your direct mail campaign.
If you’d like to know more about creating mailshots or developing your direct mail campaign, get in touch with Apex Direct Mail.