Direct mail isn’t the archaic form of advertising some consider it to be. In fact, close to 60 percent of U.S. adults say they enjoy getting physical mail from brands they’re interested in, and printed mailers can lead to high motivation to act, stellar recall, and enhanced trust.
But that’s only true if you know how to put direct-mail marketing campaigns to work for your funeral home. Here are three tips for executing this type of campaign.
1. Start with a validated list.
The key to high ROI with any form of marketing is targeting. With direct mail, you can’t just send materials at randomthat’s how you end up filed in the waste bin.
Instead, start with a targeted list. You can build your own from previous clientele and people who sign up to receive information from you, and you can also purchase business mailing lists that match your audience’s demographics.
2. Put effort into your text and design.
Remember: What you send in the mail acts as a metaphor for your funeral home services. If your brochure or postcard is low quality, consider what that might say to potential clientele about your death care services.
You don’t have to invest in archival-quality papers, but you should follow design rules and ensure printed materials are visually pleasing and easy to read. Consider outsourcing to a graphic designer if you don’t have the know-how or resources to create professional-looking pieces in-house.
3. Outsource printing and mailing.
You can print a lot of these types of materials on a basic printer in your office. But that takes a lot of time and expensive toner, and you might find the results dont meet your expectations.
Working with a professional printer often saves you money, especially if you want to print things in bulk. And many printers offer mailing services, which can substantially reduce the work and cost of sending out direct-mail campaigns.
Direct mail isn’t a dinosaur settling down into the marketing museum. It’s still alive and kicking, and it’s a great opportunity for funeral homes to educate and connect with potential clientele. But that’s only true if you put a little work behind those efforts.