The 7 Whys of Direct Mail Strategy

Building a successful direct mail strategy is key. Why, is the best question for so many reasons in marketing. Why gets right down to the main point. If you have children, at some point you have been confronted with the inevitable why questions children have such as, why is the sky blue? That curiosity is natural for all of us, but many times when we are busy we do not take the time to ask many of the why’s we should be asking. Are you asking enough why questions about your direct mail program? Why, you ask? Well without a clearly defined why there are many things that can go wrong with your mail piece. Let’s look at how why can help you create a great mail piece with fabulous results.

Start with these direct mail strategy 7 why’s:

1. Why do you want to send a mail piece? There are many marketing channels to choose from, so why mail? A clear and concise plan will make your mail campaign smoother. Does your target audience have more than one way to be reached? Can you combine your mail with other channels to increase your response rates?
2. Why have you selected your chosen format? There are so many to choose from postcards, letters, self-mailers, flats, and parcels. Why did you pick yours? Do the people you plan to target like this type of mailer better? Is it easier to get people to open it? Did you choose a format based on cost? The main point is to make sure you are using the best format for your audience.
3. Why have you selected your chosen images? Will they draw in your audience? Do they help to convey your message? Are they bold or unique to make people curious?
4. Why have you chosen your messaging? Is it interesting? Does it provide a concise description of your product or service along with the benefits of purchase? Remember you must convey what is in it for them in order to get them to purchase. Do not list features in your message, stick with benefits.
5. Why should people buy from you and not your competition? Here is your chance to stand out. Tell people the benefits they get by working with you. Make sure to phrase it in a way that talks about them not you. They don’t care about you; they are in it for themselves.
6. Why have you chosen your mail date? Mail dates are important so why did you select yours? Does it tie into other marketing channels? Is there a respond by date based on the in home dates? Did you pick a day based on past history?
7. Why have you chosen your respond by date? Have you allowed enough time for people to receive them and respond? Have you set the date too far out so there is no sense of urgency in responding? Be careful to select a date that allows people time to review your offer and look up relevant information to make a decision. The bigger the purchase the longer time needed to decide.

All of these questions whittle down to the core of your objectives. Starting with a clearly defined core and building your direct mail strategy from there allows you to create better, more responsive direct mail pieces. Each step in your plan needs to be thoroughly vetted with the why process. When you are able to answer all the why’s your targeted audience receives a powerfully persuasive mailer that they can’t ignore. There is a great book that goes in depth on how to find your why, check it out here: https://startwithwhy.com/. Are you ready to get started?