Our attention span is waning. One study found that 49 per cent of respondents believed their attention span is shorter than it once was, compared to just 23 per cent who thought otherwise. This means you might have less time than you thought to spark the imagination of your audience. So how can you create print marketing that catches their eye?
To capture the attention of your audience with direct mail campaigns, your business should consider how to enrich the customer experience. Washington Direct Mail, a leading mail fulfilment service, is here to show you how to do this.
Tell a captivating story
Marketing is the perfect opportunity to create a story for your brand. Storytelling has many benefits in business, such as helping you stand out from a crowd of competitors by appealing to the customers’ emotions. This works towards creating a meaningful connection with your customers. But where does print marketing come into the picture?
Print marketing and mail delivery allows businesses to send these stories straight to their customers. Each piece of direct mail, from brochures to letters, can be elevated with pictures that subvert the customer’s expectations. Visual storytelling can make a lasting impact on your consumers, whether you take inspiration from Sea Shepherd Conversation Society’s ‘You Are What You Eat’ graphic or Absolute’s ‘Kiss With Pride’ campaign.
Personalise your campaign
It doesn’t matter how creative your storytelling abilities are, you need to make sure you’re contacting the right audience. David Beasley, Director at Washington Direct Mail, has commented on the importance of personalising your print marketing campaign:
“Delivering captivating direct mail is only one part of print marketing. To ensure your business is reaching out to the right audience, take the time to understand the needs and wants of each consumer. Data, both B2B and B2C, is the key to success.
Mailing houses and printers may offer specialised services that source, cleanse, and process data that can make priceless customer profiles. This will help your business to connect with the right audiences, rather than underwhelming the masses.”
Guide your customers online
The value of print marketing goes beyond tangible products. You can use direct mail to guide your customers online, building a professional presence on your blog and social media accounts. One of the best ways to do this is including a QR code on your print.
QR codes are a simple addition to any marketing material, but they can go a long way in enriching consumer experiences. In fact, 84 per cent of direct mail respondents interacted with brands online after scanning a QR code.
Give your customers what they really want
Customer experience is the most important thing, so why not give the people what they really want? Loyal schemes that reward consumers. These can be included in your print marketing campaigns, making physical cards or codes for apps available for those receiving this print mail.
Loyalty programmes are worth their stock. In fact, 77 per cent of the UK population take part in these schemes, and 36 per cent of customers use them several times in one month. So this might be the thing your company needs to build loyalty with customers.
Be creative with your mail
Last and certainly not least, don’t be afraid to get creative with your print mailing campaign. Think outside of the box – or the envelope – to improve the customer experience. This can mean more than using bold colours, persuasive language, or a captivating storyline.
Instead, you can include small things they can use, such as branded tote bags. This is something your customers are likely to use in their personal lives, making your campaign last longer than the time it takes to read a letter or two.
Print marketing campaigns can make a lasting impression on your customers. They might not remember every word or picture you use but ensuring that your audience receives the correct mail will create a positive customer experience that can improve the way they think about your brand. This can go on to influence their buying habit and secure a long-term customer.