Yes, A/B testing is just as important in direct mail as it is online! Here’s how to A/B test your direct mail campaigns to make sure you know what works and what doesn’t. 

Testing is critical. Whether you’re creating a new product or cooking a meal, you need to test it out to understand whether or not it’s working! 

If you aren’t testing, you may be missing out on valuable information that could supercharge your campaigns and bring in more business. 

An A/B test is a direct comparison between two things. In your case, two pieces of mail. Its purpose? To compare two designs, CTAs, tones of voice, etc. to find out which one gets a better response from your customers. 

Here’s how to A/B test your direct mail campaigns easily. 

How to A/B Test Your Direct Mail 

Planning your first A/B test? Take these steps to make it successful! 

Set A Measurable Goal 

What’s the point of your A/B test? What are you measuring? Knowing this is your first step to running a successful test! Maybe you want to measure: 

• Number of sales 
• Website visits 
• Responses to a prompt 

Having a specific goal helps you to know what metrics to focus on when you’re analysing results later. Which leads to our next point… 

Test One Metric At a Time 

You can test all 3 of those metrics, but each one should have its own campaign. One A/B test, one variable. This will prevent confusion and help you to really nail down the specifics of what you’re testing for. 

Choose Your Batch Size 

You’ll get less information out of a test group of 1,000 than you will out of a group of 10,000. Of course, if you’re running your normal campaign and simply using it for testing purposes, you’re likely to just be sending out to the general area and not a smaller portion of the population. 

However, if you specifically want to (and have the capacity to) do a smaller campaign purely for testing purposes, it may be worthwhile to go for a slightly larger testing group. 

Track Your Results 

Consider how you’re going to track your desired results. If you’re tracking clicks or sales, all of that information is likely to be found on your analytics software. Make sure you’re tracking the right thing as per your goal – if you’re aiming to track conversion rate, for example, don’t waste time staring at your website visits. 

Direct Mail Testing Ideas 

Of course, the idea is to compare two sets of results, so a full A/B test contains two campaigns. There are two easy ways to do this: 

Single Variable Split-Test 

Let’s say you’re sending your campaign to 10,000 people. Create 5,000 pieces of mail with one element—eg. “Buy Now” CTA—and 5,000 with another—eg. “Give Me The Good Stuff”. Only change one small thing, not the entire leaflet! 

Send the first 5k to one split of your group and the second 5k to the second split. From there, keep an eye on your results to see which one is the favourite. 

This is a full A/B test within a single direct mailing campaign. The next type uses 2 separate mailing campaigns to test. 

Old/New Campaign A/B Test 

In this test, you don’t need to send out two lots of mail with a small change. You just need to grab the data from an old campaign and create a new campaign to challenge it. 

Change one small item from the original campaign and send it out to your full audience. Compare the results to those from the original. Easy peasy!

 

What are the stages of a complete end-to-end direct mail campaign? Understanding the anatomy of a campaign beforehand can help you optimise the effectiveness of yours. 

Have you ever wondered exactly what goes into running a direct mail campaign? It’s fairly straightforward, but there’s a definite process that takes place in order to ensure that your campaign is successful. 

Here are the steps that we take when you decide you want to run a direct mail campaign. If you work with us, this is what you can expect! 

Stages of An End-to-End Direct Mail Campaign

Planning and Preparation 

To make sure your campaign is successful, you’ll need to do some research and planning. The first step is to identify your target audience, and then put your target distribution list together. 

Next, decide what your goal is. This will influence your campaign greatly! Do you want to make sales or lead your customers to take a particular action? 

It’s important to decide on what your call to action is. This will provide your audience with a way forward and needs to work hand-in-hand with your goal. 

You can go with a soft CTA, such as: 

• Try Us Out! 
• Get Started
• Learn More
• Try For Free
• Sign Up 

Or something much more direct, like: 

• Visit Our Website 
• Book an Appointment 
• But Yours Now 

Make sure the information that you provide for your end-to-end direct mail campaign includes: 

• Who you are & what you do 
• What you’re offering 
• Why should they choose you? 

In this stage, you’ll also need to decide if you want to personalise the campaign or include free samples in your mail! 

Design Work 

Make sure that the design and format of your mail makes your information appealing, easy to read, and highlights your goal and your CTA. 

You can choose from a number of formats, such as brochures, flyers, oversized postcards, booklets, letters, or regular-sized postcards. 

There are two ways to can go about the design work: 

• Using a direct mail template and do your own design 
• Make use of Direct Mail Solutions’ super designers! 

We can take care of all the niggly design work, and make sure that: 

• The campaign is customised to your goals, including branding & colours 
• Your focus points aren’t lost in text or graphs 
• The format keeps your goal & CTA at the forefront 

Printing, Folding, & Collating 

Once the format and design work are completed, your direct mail campaign will go to print. Depending on your needs, this could be either litho or digital printing. 

Digital printing is a good choice when you need faster delivery, have smaller print runs, or need to print personalised mail. It can also be more affordable. 

Litho printing is usually used on longer or larger print runs, or where the design is being printed on cardboard or similar media. 

You can choose the quantity to be printed, but in most cases it will be based off of your targeted distribution list. 

It can be time-consuming and complicated to print, fold, collate, & send large volumes of mail to hundreds (or thousands) of different recipients! 

Which is where we come in. Let Direct Mail Solutions handle your complete end-to-end direct mail campaign, from design work to distribution and everything in between!

Wondering why your leaflet lands in the bin instead of bringing in new sales? Here’s what you may be doing wrong and how to improve conversion rate to actually make more sales. 

It’s frustrating to design a leaflet, get it printed, send it out, and… Crickets. Although direct mail marketing is one of the most cost-effective forms of advertising, it doesn’t really help if you’re getting nothing out of it. 

The good news is that the problem is likely to be one of a short list of things. Fix these in your leaflet, and the chance of driving action will be much higher! 

Fix These Issues to Improve Conversion Rate

1. Poor Visual Design 

Your leaflet has to look good. It doesn’t matter how great your product or service is, if it’s presented in an unappealing way, nobody’s going to take the time to look past the poor design. 

• Stick to two or three colours maximum for text 
• Choose high-quality pictures that are relevant 
• Space your elements nicely 
• Don’t try to fit too much on one page 

2. Not Showing the Benefits 

The fact is, customers want to know what’s in it for them. If you aren’t telling them the benefits they’ll get, you’re on the wrong track. Don’t just list features! Explain why the features will benefit the reader. 

• Instead of “Fast delivery”, say – Our speedy delivery will save you days of waiting! 
• Instead of “Simple process”, say – Our process will cut your work time in half. 

Explain HOW your features will help the reader so they can imagine how their life is going to improve when they buy your product/service. 

3. Sending To the Wrong Audience 

No matter how hard you try, you aren’t going to sell gaming laptops to 80-year-olds. Or shoe horns to teenagers. If your leaflets are landing in the bin, it could be because your offer isn’t relevant to the reader. 

Segment your audience more carefully to improve conversion rate. You can segment by: 

• Demographic 
• Age 
• Gender 
• Location 
• Marital status 
• Occupation 
• Income 
• Parenthood 
• Homeownership 

4. Small or Unexciting CTA 

You HAVE to tell your customer what to do. Your CTA is where you do that. You’ve seen them: 

• Buy now! 
• Get yours! 
• Don’t wait! 

There’s one key difference between digital and direct mail, though. While online you simply click on a button, your print CTA needs to tell them exactly what to do next. IT should also have some sort of incentive. 

• Call us now – limited products available! 
• Shoot us an email to get your 15% discount! 

5. Working With the Wrong Distributor 

Some distribution companies aren’t super helpful. They offer no assistance with design, don’t help you segment your audience, and basically let you do all the hard work. They’re a glorified post office! 

Find a company that will help you from start to finish. Like us! From design to distribution, DMS is here to help. 

Bonus Reason: Typos! 

Nothing ruins a leaflet like incorrect spelling! Get someone to proofread your copy before printing a large quantity. Your distribution company should help there too, but get ahead of it before going to print!

Struggling to get repeat customers through direct mail campaigns? The good news is that just a few smart tricks can help change the ways customers associate with you… And make them want to come back for more! 

One-time sales are great. They add to the bank and make you feel good. But repeat customers are first prize! They’re already invested in you and your brand and it doesn’t take as much to get them to buy again. 

Here are three things you can start doing immediately to 2x or more your chances of turning one-time customers into repeat customers! 

How To Get Repeat Customers Through Direct Mail Campaigns

Send a Thank You 

It may take a little more work on your part, but sending a “thank you for buying” mail can make a huge difference. 

It makes customers feel special, noticed, and like they’re important to your business. You can even personalise it if you want to really catch their attention! 

It doesn’t have to be long or complicated. But a message of “we appreciate you” can make a customer more inclined to buy from you again, because they feel like they’re making a difference to you! 

Offer Special Perks 

One of the best ways to get customers to come back to you is to reward them for it. Along with their “thank you” mail, offer a discount on their second purchase. 

To get repeat customers, consider a tiered system that entices them to come back again and again. You can get quite creative here! 

Maybe for their 5th purchase, they get a small free gift, and for their 10th, they get a bigger one. Or, you can use a points system that gives them points based on how much they spend, or how many items they buy. They can redeem points for cash or discounts later. 

Alternatively, if they subscribe to a membership where they pay X amount every month, they can get special perks, free gifts, or discounts regularly. 

Send Free Samples of New Products 

For those who do buy regularly, you can give them sneak peeks of new products by sending them free samples. 

You can do this for everyone, to be honest, but it packs more of a punch if you send “exclusive” taste-testers to those who have already bought. It makes them feel like they’re getting special treatment! 

Ask Their Opinions 

Customers feel important when you ask for their opinions. Ask for feedback about their last purchase. Have they used the product? What are their thoughts? How’s their experience been? 

If they respond, it’s another chance to make them feel great by sending a thank you mail. 

You can also offer discounts in return for writing a review, but be prepared to fulfil them on ALL reviews, not just those that rave about you and your product/service! 

In Conclusion 

Direct mail is quite different to online marketing. But if you use a bit of creative thought and consider the customer journey, it’s still not difficult to figure out how to get repeat customers. 

Keep in mind that tactics may change slightly depending on the type of person in your target market, but trying these tricks can help no matter who you’re mailing!

A real estate brochure might not be the first thing you think of when considering how to market yourself. But is it worthwhile? We believe so! Here’s why. 

Digital marketing is big right now, and for good reason. It’s easy to reach a huge amount of people very quickly, and you can include engaging things like video. 

In the real estate world, most people do check things out online if they’re in the market. But don’t underestimate the power of a marketing brochure for commercial real estate companies. 

Not everyone is looking online for properties. Some are toying with the idea of moving but haven’t committed yet. Some know of other people who are planning on moving. 

Not everyone is actively looking online for property. But placing real, tangible information in their hands could be the catalyst to something. 

Why Choose Physical Mail? 

Physical mail has some advantages over online advertising. While we highly recommend marketing your real estate business online, adding physical mail to your repertoire can really boost your reach and increase your business. 

Brochures are tangible, and they’re there to stay. Unless someone physically throws it away, it hangs around reminding them every time they walk past it. Unlike social media algorithms, a brochure isn’t just going to fade into the crowd. 

Here’s are the top reasons we think you should be getting your brochure on: 

No Distractions 

Real estate brochures are easier to read than digital ads, because there aren’t any distracting ads or notifications from other apps. Instead of having a bunch of different things to look at, you really only have the piece of paper in front of you. 

In most cases, people are going to skim through the content on the web. Most of the information is dismissed, if they even take it in at all! 

Your reader is able to pick up the brochure and easily find the information they’re looking for, even if they’re skimming through it. 

Without all the distractions, the information is easier to absorb and your prospective client will be able to make an informed decision. 

If they’re interested in the listing, they’ll also be reminded of it every time they glance at your brochure. No getting lost in a bookmarks folder! 

Cost Effective 

Real estate brochures are a cost effective way to deliver a personalised campaign to 100s or 1000s of prospective buyers in specific suburbs. 

It’s quick and easy to create a brochure and should be incorporated with your digital marketing campaign. This will provide you with a well-rounded campaign that will maximise your return-on-investment. 

Easy to Read & Share 

Brochures are one of the best ways to spread the news about a new listing! Prospective buyers are able to read it at their leisure and share it with their spouse or friends. 

It acts as a bit of a teaser, encouraging people to come and view the listing. Better yet, they’ll be able to pull it out and look at it when it comes to making important decisions. 

On the other hand, if they aren’t in the market right now but know someone who is, it’s easy to stick into a handbag and pass on to interested parties. 

Can Hold Lots of Info 

Unlike digital marketing campaigns, which limit how many words and images you can use, brochures allow you plenty of space for valuable information. 

You’ll have plenty of room to showcase all the best parts of the new property listing that will help attract prospective buyers. 

Creative 

If you’re not really the creative type, real estate brochure design design may be a little intimidating! However, this is where you can really have fun with it and stand out from the competition. 

Brochure size, shape, colours, and design can all be used to catch the eye of readers. Remember, you’ve got to get their attention before you can expect them to follow your CTA. 

The creative nature of a brochure also gives you the freedom to adapt and respond to the needs of your business, so that you can pair potential clients with their dream home. 

How to Make A Real Estate Brochure 

The best real estate brochure design creates curiosity and entices the reader to keep reading. Creative real estate brochure ideas will always get more attention than your standard design! 

There are two elements you’ll need to pay attention to: your design and your content. Ultimately, your design should catch their eye, and your content should show them everything they want to know about the property you’re advertising. 

Google is your friend when it comes to finding real estate brochure inspiration! If you’re stuck for interesting ideas, you should be able to find a commercial real estate brochure template that you can tweak to make our own. 

Decide On Your Content 

Content needs to include photos and text, which need to complement each other. 

Don’t simply list features; instead, express to the reader why these features are beneficial. For example, instead of saying “large kitchen” and leaving it there, say something like: “Spacious kitchen, ideal for family baking days”. 

Cater these benefits to your target audience, and you’ll capture imaginations and find yourself with more interested buyers than you expect. 

Choose Your Layout 

Once you have an idea of words, you need to choose the paper design it’s printed on. Again, tailor this to your target market. A funky-shaped design may be appropriate for some, but luxury real estate brochure design may call for something more elegant. 

Also, make sure the design you pick works nicely with your content. If it’s difficult to see how your content will fit onto a particular design, it may not be the right one. 

Craft A Strong CTA 

Once you’ve captured the reader’s attention and painted a picture of them living in the home, you need to finish off with a strong call to action. 

Don’t assume that they’ll know what to do. In fact, the more direct you can be, the better! Tell them exactly what to do next; “Give us a call to enquire”, “Book a house tour”, or “Visit our website to view similar properties” are good choices. 

Don’t Forget Contact Details 

Once you’ve added a compelling CTA, don’t forget to give them the exact info they need to do just that. A phone number, website, or other way of contacting you is necessary to create those connections. 

Have you ever thought about personalisation in direct mail campaigns? Sending your target something with their name on it can create some interesting (and beneficial) psychological reactions. 

Everything is personalised these days. From what we see on social media feeds to Netflix’s recommendations to what your shopping app thinks you’ll like, everything caters just for you. 

Why shouldn’t direct mail be the same? Whether you’re targeting middle-aged homeowners or new-age millennials, personalisation could be the missing ingredient in your campaigns. Here’s why. 

The Psychology of Personalisation in Direct Mail

Interestingly, personalising your direct mail gives the receiver a false sense of being in control. If you pair this little psychological trick with an excellent and helpful offer, it’s not a stretch to see why conversion rates are high. 

Personalisation also creates a feeling of being personally selected for this thing they’re reading about! It’s an excellent way to begin building trust and cultivating a feeling of partnership. 

According to the Direct Marketing Association, direct mail with some personalisation has a 3x better response rate of non-personalised mail! Make them feel like they’re receiving a letter from a friend, and you can expect better engagement. 

Personalisation Drives Action 

Imagine a random stranger stops you on the street and tries to give you a slice of cake. Chances are you’re going to say no thanks. But if a friend comes past and says, “Hey John/Bob/Tina/insert name here, I brought you this cake”, you’re naturally going to be more inclined to take it, if not eat it there and then! 

Personalisation creates comfort. And when you’re comfortable with someone (or some company), you’re far more likely to take them up on their offers (if they’re good, of course!). 

According to the 2017 State of Personalisation Report (page 3, Key Finding 3), about half of customers who received a personalised recommendation for a product ended up making an impulse buy! 

There’s no doubt about it – personalisation drives buying action. 

It Helps You Stand Out 

Receiving a personalised piece of advertising is like standing in a crowd of people you don’t know and hearing someone call out your name. You can’t help but check it out! 

Personalising your direct mail campaigns will help you stand out from the crowd. It creates a sense of familiarity and connection that many other pieces of mail aren’t going to have. 

Consider Your Target’s Privacy 

You do need to be careful with personalisation, though. If you collect the customer’s data yourself, it’s totally okay to use it to personalise their mail. If you got it through a third party, however, you may be at risk of breaching privacy laws. 

How to Personalise Your Mail 

Sure, adding someone’s name to your pitch is a form of personalisation in direct mail campaigns. It’s probably the easiest and most common. But if you truly want to stand out and impress your customer, here are some other options for personalisation: 

• Create an offer specifically for those in their age group. eg. sporting apparel for 30-somethings, dental care for over 60s, etc 
• Add a customised map from their home to your nearest location 
• Fill out their basic information on forms, so they don’t need to fill out the basics 
• Include QR codes in mail for the internet generations