You’ve Got Mail: Using Direct Mail to Effectively Promote Events

Direct mail is a marketing tactic that involves sending physical mail to a targeted group of consumers. It can be an effective way for you to promote events and drive sales. According to the USPS, “Direct mail has an open rate of 90%, and a response rate of 37%.” Not bad for a form of marketing that people thought was dead when email came on the scene. 

Here are 7 tips for retailers looking to use direct mail to market events:

  1. Determine your target audience: Before you start planning your direct mail campaign, it’s important to have a clear idea of who your target audience is. Consider factors such as age, income, location, and interests when identifying your target audience. This will help ensure that your marketing efforts are targeted and effective.
  2. Create a compelling offer: A strong offer can be the key to getting your audience to take action. Consider offering a discount, free gift, or other incentive to encourage people to attend your event.
  3. Use an eye-catching design: The design of your direct mail piece should be visually appealing and grab the attention of your audience. Use high-quality images, bold headlines, and an easy-to-read layout to make your direct mail piece stand out.
  4. Personalize your message: Personalization can make a big difference in the effectiveness of your direct mail campaign. Consider using personalized greetings to make the message feel more relevant and personal.
  5. Include a call to action: Make it easy for your audience to take action by including a clear and specific call to action. This could be as simple as “RSVP now” or “Make your one-on-one appointment.”
  6. Use targeted lists: To ensure that your direct mail campaign is as effective as possible, consider using targeted lists to reach the right people. You can purchase lists from a third party or use your own customer list that you’ve created.
  7. Test and analyze your results: After you’ve sent out your direct mail campaign, it’s important to analyze the results to see what’s working and what’s not. When customers attend events or make purchases, ask what brought them in or drove them to buy. identify areas for improvement.

Using direct mail to market events can be an effective way for retailers to drive sales and increase brand awareness. By determining your target audience, creating a compelling offer, using eye-catching design, personalizing your message, including a call to action, using targeted lists, and testing and analyzing your results, you can effectively use direct mail to promote your events and achieve your marketing goals.