As a veteran web designer who wholeheartedly professed for many years that direct mail was dead, I admit that I did a 180 when I briefly sold real estate – if you call four years brief. I’m back in my lane now (it was way too peopley out there!), but the experience gave me invaluable real-world insight that I can pass on to my marketing clients.
I discovered that direct mail is very effective when done consistently, especially in conjunction with your online marketing. Since then, I have designed hundreds of mailers, and I want to share with you some important things to consider for your next mailer.
- What is your budget?
Your budget will determine the dimensions of your marketing piece, the type of paper, and the quantity. Your costs will include design labor (the smallest part, usually for my clients), printing, and postage. - What are you trying to accomplish, and who is your audience?
Are you trying to reach a new audience or keep in touch with an existing one? You can use direct mail to introduce your brand to new audiences. In real estate farming a particular neighborhood is a great way to reach new audiences and encourage brand recognition through repetition.
Postcards are the most economical pieces to print and mail, and a postcard series sent over 6-12 months to a particular neighborhood is a great way to build rapport with a new audience. For existing customers, you can mail less frequently using a more personalized approach in conjunction with email or telephone communication to encourage repeat business and referrals.
- About Postage
Printing companies will generally print and mail your piece for you. They can send your mailing to a specific geographic area, neighborhood, or streets outlined on a map, or you can provide a mailing list. Either way, they will quote you the different postage available for your marketing piece. In my experience, the printer’s mailing service is the most stress-free way to send a campaign. I always coordinate with my clients and their printer when designing a mailer to set up the document to the proper specifications for their postage. - What content do you plan to send?
Remember that your primary objective for a new audience is brand recognition and staying top of mind. For this audience, keep the format simple and include useful content they will look forward to receiving. For example, a postcard with neighborhood market data is helpful, and the recipient may save the piece. Avoid making the entire piece an advertisement so it doesn’t end up in the trash. - Include a call to action.
You’ll want to include a specific call to action on your mailer. This can be an invitation to contact you for a free market analysis of their home or to sign up for your email newsletter. The goal is to encourage the recipient to step out of anonymity so that you can develop a relationship with them on a more personal level.