Direct mail marketing, when used correctly, can work towards building brand recognition and create a positive perception. There are some key ways in which direct mail can be optimised to result in these outcomes:
KNOWING YOUR AUDIENCE:
This is arguably the most vital component of direct mail. Knowing what your audience like, don’t like, what they buy, what they don’t. The more you research your audience the more intelligence you gain about them allowing you to segment and target them with highly personalised direct mail campaigns. This practice results in a higher response rate, better quality leads and reduced risk of complaints.
Your brand consistency process is in place to ensure that your designs, messaging and tone reflects your brand on each channel you make use of. By ensuring your direct mail campaigns are consistent with your other communications, it creates a seamless impression of the brand. It is extremely important that branding is maintained throughout all communications to limit confusion and different tactics becoming disassociated with another, generating a disjointed message. If this occurs, it can have a detrimental effect on trust in the brand as well as perception. A consistent brand is a strong one.
DEVELOPING POSITIVE BRAND ASSOCIATIONS:
Direct mail is a physical piece of material. As we know from research, the brain reacts in a more emotional way when presented with physical material as opposed to virtual. This strong association with emotional processing enables direct mail to create a long-lasting impression, and if coupled with consistent messaging, creates a positive perception of your brand. Your audience is far more likely to remember direct mail that engages with multiple senses. Combined with your branding, audiences make a connection between their response and your brand. This can generate more trust, resulting in better sales performance and lead generation.
Although physical mail can create a stronger association with your brand, you want that association to be positive. Designs that make use of different colours, which work with your branding and message, to evoke different responses work well. As long as there is consistency with your brand, direct mail is flexible in its use, it could be bold and attention grabbing or softer and more subtle, all depending on what you want to convey. Using design to make personalisation more creative and ensuring your direct mail piece stands out can generate positive response rates. But also using design to remain consistent and professional can create a strong perception of your brand and allow recipients to identify you.
Get started on your next direct mail campaign and increase brand recognition by getting in touch with us. Call us at 01747 820960 or email email@example.com.
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