[{"data":1,"prerenderedAt":169},["ShallowReactive",2],{"blog-7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level":3},{"id":4,"title":5,"blog_updated_date":6,"blog_updated_date_display":6,"body":7,"category":152,"date":153,"date_display":6,"description":154,"essential_reading":155,"extension":156,"image":157,"image_alt":158,"meta":159,"name":6,"navigation":160,"og_image_graphic":6,"og_image_graphic_height":6,"og_image_graphic_width":6,"path":161,"pillar":6,"scheduled_publish_date":6,"seo":162,"slug":163,"status":164,"stem":165,"summary":166,"webflow_html_path":6,"webflow_item_id":167,"__hash__":168},"blog\u002Fblog\u002F7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level.md","Level up your direct mail marketing",null,{"type":8,"value":9,"toc":140},"minimark",[10,14,22,25,28,31,37,40,43,49,52,55,61,64,67,73,76,101,104,110,113,116,122,125,128,134,137],[11,12,13],"p",{},"Direct mail can be expensive if it is treated as a print job instead of a campaign. The list, message, offer, format, and follow-up all need to work together. Use these seven checks before you send.",[15,16,18],"h2",{"id":17},"know-your-audience-inside-and-out",[19,20,21],"strong",{},"Know your audience inside and out",[11,23,24],{},"Start with the recipient. Who are you mailing, and why are they likely to care now?",[11,26,27],{},"Basic demographics can help, but they are rarely enough on their own. A better list includes behavior, location, purchase history, lifecycle stage, or another signal that explains the timing.",[11,29,30],{},"Use website forms, CRM data, purchase data, surveys, and sales notes to understand what the recipient may need. Then write to that situation, not to a broad persona.",[15,32,34],{"id":33},"know-your-goal",[19,35,36],{},"Know your goal",[11,38,39],{},"Decide what the campaign is meant to do before you write the copy. Awareness, repeat purchase, appointment booking, referral, and reactivation all need different offers and different follow-up.",[11,41,42],{},"If the goal is a booking, make the next step obvious. If the goal is retention, make the message useful or appreciative. If the goal is a purchase, make the offer easy to redeem.",[15,44,46],{"id":45},"combine-math-and-magic",[19,47,48],{},"Combine math and magic",[11,50,51],{},"Good direct mail needs both targeting and taste. The data tells you who should receive the mail. The creative decides whether they pay attention.",[11,53,54],{},"Look at response rates, conversion rates, order value, and cost per result. Then read the mailer like a recipient. Does it sound like it came from a person? Is the offer clear? Would you know what to do next?",[15,56,58],{"id":57},"tone-and-terms",[19,59,60],{},"Tone and terms",[11,62,63],{},"How you say something matters as much as the offer. A good letter sounds like a conversation between the sender and the recipient.",[11,65,66],{},"Elmore Leonard said, “If it sounds like writing, I rewrite it.” That is a useful test for direct mail. Cut the phrases you would never say out loud. Replace vague claims with one specific reason the recipient should respond.",[15,68,70],{"id":69},"know-your-kpis-and-okrs",[19,71,72],{},"Know your KPIs and OKRs",[11,74,75],{},"Measure the campaign against the goal you chose earlier. Useful direct mail metrics include:",[77,78,79,83,86,89,92,95,98],"ul",{},[80,81,82],"li",{},"delivered volume",[80,84,85],{},"response rate",[80,87,88],{},"QR or URL visits",[80,90,91],{},"offer redemptions",[80,93,94],{},"calls or bookings",[80,96,97],{},"revenue per mailed recipient",[80,99,100],{},"cost per response",[11,102,103],{},"Clear KPIs make it easier to decide whether to repeat, revise, or stop the campaign.",[15,105,107],{"id":106},"design-a-direct-mail-template",[19,108,109],{},"Design a direct mail template",[11,111,112],{},"A template helps teams move faster and keep the brand consistent. It should define the layout, greeting, message length, CTA, tracking link, logo placement, and sign-off.",[11,114,115],{},"Do not make the template so rigid that every campaign sounds the same. Keep room for a line that matches the audience or trigger.",[15,117,119],{"id":118},"choosing-the-right-sized-paper",[19,120,121],{},"Choosing the right sized paper",[11,123,124],{},"Once you know the audience, goal, and message, choose the format. Different sizes change how the piece feels.",[11,126,127],{},"A postcard works well for a short offer or package insert. A half-letter gives you enough space for a focused message. A letter-sized piece gives more room for a higher-consideration campaign, but it also asks more of the reader.",[15,129,131],{"id":130},"finish-up-with-the-personal-touch",[19,132,133],{},"Finish Up With The Personal Touch",[11,135,136],{},"Personalization should show up in the details: the list, timing, message, offer, and sign-off. A handwritten format can make those details feel warmer, especially when the copy is short and relevant.",[11,138,139],{},"Scribeless helps teams send handwritten-style campaigns without writing every note by hand. Pair the format with a clear audience, goal, and measurement plan so the campaign can be judged by results, not by how nice the mailer looks on its own.",{"title":141,"searchDepth":142,"depth":142,"links":143},"",2,[144,145,146,147,148,149,150,151],{"id":17,"depth":142,"text":21},{"id":33,"depth":142,"text":36},{"id":45,"depth":142,"text":48},{"id":57,"depth":142,"text":60},{"id":69,"depth":142,"text":72},{"id":106,"depth":142,"text":109},{"id":118,"depth":142,"text":121},{"id":130,"depth":142,"text":133},"Direct Mail","2020-09-21","Improve direct mail performance with practical campaign planning, targeting, creative, and follow-up tips for marketing teams.",false,"md","\u002Fassets\u002Fimages\u002Fblog\u002Flegacy-webflow\u002F7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level.webp","A hand holding a pencil, about to write a letter on premium stationery",{},true,"\u002Fblog\u002F7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level",{"title":5,"description":154},"7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level","published","blog\u002F7-things-to-know-to-take-your-direct-marketing-campaigns-to-the-next-level","Reducing costs associated with direct mail marketing initiatives while maintaining effectiveness.","66322b6a7f1ad700e0ac651b","CGVex1--FzIdGK4l59Qp2gOjpfyITVflCQ09Lpv-mT4",1780945417940]