Strategically printing and mailing information is an outbound marketing approach that works, as long as there is consistency of message or theme. Creating a brand identity, then consistently and persistently distributing that brand or theme is important to establish an ongoing recognition for the brand.
There are 4 steps to brand recognition for an outbound direct mail printed promo item campaign:
Step 1: Use an appealing headline or promo item for the campaign. The promo product doesn’t need to be expensive, but the dimension will encourage the recipient to open the envelope. The envelope or package if it's “lumpy” will inspire intrigue.
Step 2: A clearly defined color or theme will create memorable impressions. If your theme is inconsistent, or you use different colors with each mailer, you risk being forgotten. A strong, clearly identified image is best.
Step 3: Choose promo items that have some longevity or usefulness. An item that is tossed in the trash is worthless. If you use personalized information or if the item is useful, your branded messages will be used longer.
Step 4: Punctuate your mailing with a call-to-action. Ask the recipient to do something, like visit a website, use a coupon, download a form, or other activity. Your promotional mailer means nothing unless it asks for action and there are measurable conversions.
What kinds of mailers have you done that have been successful? Have you found a promo item that your customers love?
