Getting ready to launch your next mailing campaign? Stop!
Even if you’ve got the correct list, the right variables for personalization, and a “knock your socks off” design, don’t forget to double-check your content. Too often, businesses send the same messaging over and over again, and even if it’s still effective, it gets stale.
Here’s a five-point checklist before you send your next campaign.
1. How many times have recipients seen these images?
How many times has your audience seen the same image of your storefront? Or your award-winning BBQ? Is it time to take some fresh photos or invest in some new stock photography? Keep it fresh.
2. Is your message the “same old, same old”?
Think beyond features and benefits. Sure, you want to talk about the need your product solves, product pricing, and how your products stack up to those of your competitors, but it’s important to address how your products satisfy your customers’ lifestyle needs and emotional triggers, too—and those are constantly changing.
3. Is one discount better than another?
What’s your “go-to” call to action? If a customer has been seeing “50% off” for the past two or three mailings, it’s probably stale. So change it up. Try “buy one, get one free.” Even though it results in the same discount, it sounds different to the customer’s ear.
4. Get new testimonials.
When was the last time you updated your customer testimonials? If you still use the same ones from one or two years ago, your customers are probably glossing right over them. It’s time to get some new ones!
5. Keep it simple!
It’s tempting to overload your direct mailer with everything but the kitchen sink. Trim it down. Use simple images, easy-to-read headlines, and clearly placed calls to action. Don’t create confusion by cluttering things up.