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5 Ideas to Help Improve Your Direct Mail Campaigns

As the state of Virginia starts to re-open in gradual phases, many businesses in Alexandria and Arlington are already feeling the effects of lost sales and foot traffic over the past few months. While some may try to wait it out and hope for the best, many Alexandria and Arlington businesses are turning their attention to direct mail marketing campaigns to drive new leads and sales through their front doors. We want to share with you a few unique ideas for your next direct mail campaign that can help jump-start sales and make up for lost income.

Loyalty Programs

A loyalty program can help persuade customers to continue to patronize your business far into the future. It will serve to reward loyal customers and helps improve brand recognition. Your direct mail campaign can send out mailers to a list of customers who have made at least one purchase in the past 12 months. Inform the recipients of the new loyalty program via a direct marketing campaign, and then have a few hundred business cards printed up, given out at the register, and then stamped or hole-punched when the customer makes a purchase. On the 10th purchase, they will receive a discount or other “freebie” that they would find valuable.

Cross-Channel Marketing

Many businesses that engage in direct mail are now taking advantage of online response forms to gather customer information. They will include a Personalized URL (PURL) or QR Code somewhere in the call-to-action or other prominent areas of the design of the mailer. A PURL is a short and easy to remember web address that will automatically redirect to a landing page set up on the company website. A QR code will automatically open a predesignated webpage when scanned with the camera of a modern smartphone. Once the customer has visited your online landing page, you can then collect more information, present them with a special offer, or ask them to follow you on social media.


By segmenting your customer lists and personalizing each mailer, you’ll find that the response rate is often much higher than sending out a general direct mail blast. For example, you can use variable data printing as a cost-effective way of running multiple direct mail campaigns at once. Create a unique marketing message and offer for each segmented customer group that speaks directly to them. This type of personalization works well as the overall message will be tailored to their unique interests. For example, if you have a customer who purchases specific items, offer a discount on something that they haven’t purchased in the past.

Custom Envelopes, Finishes, and Paper

One of the biggest reasons that some direct mail campaigns are more successful than others is that they have made their mailers stand out from the rest of the pack. By using highly custom paper, finishes, and envelopes, it will provide a unique tactile feel when the user picks it up from their mailbox. Soft-touch or soft-feel varnishes can make a standard piece of paper feel like silk to the touch. This will cause the recipient to subconsciously stop and pay closer attention to the mailer because it feels very different from the rest of the mail in the bunch. You can also experiment with custom sizes and shapes of your mailers that will make it stand out from the rest of the pack.

Hire a Professional Designer & Copywriter

The overall design and content contained within your mailer can make or break the entire direct mail campaign. If you’re not getting good results or are new to direct mail, considering hiring a professional copywriter and graphic designer to assist with the content and design. They will take the time to sit down with you and learn your business, products, and offerings. Compelling content and design are essential to increasing the response rate of your campaigns. They will also help attract and build trust in new potential customers. Without both, you stand the genuine risk of having your campaigns fall flat.

Direct Mail Help in Alexandria and Arlington

If you would like to learn more about how direct mail can help your business improve sales and drive new leads, give the professionals at AlphaGraphics Alexandria and Arlington Va. a call at (703) 549-2432 or contact us via our website. We’ve helped countless Alexandria and Arlington businesses and organizations over the years design and create the perfect floor graphic. We’re experts in both signage and marketing and can provide invaluable advice that will help your business achieve its marketing goals.

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