Weekly Mailers: How to Create Direct Mail for Maximum Impact
According to the ANA, the response rate for direct mail is five to nine times higher than other channels. However, businesses see considerable results when they use it consistently.
This is why you should integrate weekly mailers in your marketing strategy. It develops a deep connection with the customer and enhances brand recall. It proves crucial in driving business growth. This blog will walk you through the basics of weekly mailers. You will explore how different industries use them. We will also dive into how to create such weekly mailer campaigns that help you gain maximum profit.
Key Takeaways
- Weekly mailers are a type of direct mailer. Businesses send them to their prospects and customers every week.
- Weekly mailers focus on long-term relationships. Regular mailers, on the other hand, aim at making immediate sales.
- Weekly mailers help foster familiarity, build brand recognition, and encourage repeat business.
- When you provide value through offers and updates in your weekly mail marketing collateral, it prevents customers from seeking alternatives.
- Consistent weekly mailers position your business as a trusted source, improving loyalty and brand advocacy.
- Your weekly mailer should immediately grab attention. It should look clean, with a clear and action-oriented CTA.
What Are Weekly Mailers?
They are direct mail marketing materials that businesses send to their customers weekly. It can be a postcard, promotional flyer, or product updates. The goal behind sending them is to maintain consistent communication with the customers. The marketing strategies involving them also help keep the brand at the top of the minds of the customers. It encourages engagement and repeat conversions. The following are the different types of weekly mailers that you can send:
- Postcards: They are suitable for promotions and reminders
- Catalogues: You can add a comprehensive product listing to them. It will keep customers updated on the latest offerings.
- Newsletter: You can send industry news or educational content. It helps maintain an ongoing relationship with the customers.
- Promotional Flyers: You can include limited-time offers, invitations to events or deals. It encourages customers to take immediate action.
How Are They Different From Regular Mailers?
| Factors | Weekly Mail | Regular Mail |
| Frequency | Businesses send them every week on a consistent basis. | Companies send them monthly, quarterly, or during specific periods. |
| Content | It includes weekly updates, news, and offers. | It includes event-driven content focused on campaigns. |
| Goal | It aims at maintaining an ongoing relationship and keeping the company name at the top of mind. | It aims at driving immediate sales or event participation. |
4 Industry-Wise Use Cases of Weekly Mailers
Retail
- Exclusive Discounts: It can be a time-sensitive offer or flash sale. You can use it to drive immediate purchase.
- New Product: It can include updates on the latest product launches. The mailer will encourage customers to check out fresh inventory.
- Loyalty Rewards: You can send personalized rewards for repeat customers to foster loyalty.
Healthcare
- Appointment Reminders: You can send postcards or letters. It will remind patients of their monthly or annual checkups.
- Health Tips: You can share health-related advice, wellness tips or preventive care information.
- Services: Inform the patient about the latest services available in your practice.
Finance
- Account statement: You can provide an easy-to-read summary of account activity. It can also include transactions and balances.
- Financial Advice: You can share budgeting tips, investment strategies and market trends. It helps customers make informed financial decisions.
- Special Offers: Promote new financial products like credit cards or savings accounts.
Telecommunication
- New plans: Inform customers about new service plans or value-added services.
- Special Promotions: You can share limited-period offers on new phones and bundled services. It can also include discounts on existing plans.
- Customer Education: You can provide useful tips on how to maximize mobile data usage. It can also include how to use services like WiFi calling, data sharing and roaming.
Benefits of Using Weekly Mailers for Businesses
Consistent Brand Visibility
A consistent weekly mailer schedule keeps your business in front of the customers. When you remind customers weekly of our offering, it fosters familiarity and trust. It helps build strong brand recognition.
Building Long-Term Relationships
When you engage customers regularly, you show them that you care about them beyond making a sale. It builds trust and encourages repeat business. The periodic communication increases the lifetime value of the customers.
Strengthens Customer Retention
Regular engagement through weekly offers continues to provide value to the customers. When you send promotions, updates, etc., you prevent customers from seeking alternatives.
Building Credibility
When customers receive valuable content consistently, it builds reliability. Over time, customers start to see the business as a trusted source and expert in that industry. It improves customer loyalty and brand advocacy.
Best Practices for Creating Effective Weekly Mail Campaigns
Segment Your Audience
Divide your customer base into specific groups. The basis of the criteria can be demographics, purchase behaviour, or location. Such segmentation allows you to tailor the content of the weekly mail drops. You can then send them to relevant groups. Customers resonate with targeted content. It increases the chances of their taking desired actions.
Use Eye-Catchy Designs
The visual design of your weekly mailer is important to attract attention. Make sure the mailer is clean, uncluttered, and appealing. Use bold headings, high-quality images, consistent colour schemes, and simple typography. Make sure the layout is easy to scan. The important information should catch immediate attention. An eye-catching mailer stands out in the clutter of the mailbox. It leads to higher open rates and engagement.
Add a Clear and Compelling Call-to-Action (CTA)
Your CTA should be apparent and action-oriented. Customers should know what to do next. It can be signing up for a newsletter, visiting a website, or making a purchase. A simple CTA that stands out enhances user experience and doesn’t leave them guessing.
Maintain a Consistent Timing
You must send the mailer at the same time every week to build consistency and trust with the customers. Stick to a predictable schedule and increase the anticipation of the customers. They will check their mailbox on the particular day when you send it. Consistent timing makes your brand memorable. Customers are more likely to engage with it when they know it is coming.
Test and Optimize
A/B test two versions of your weekly mailers to determine which one performs better. For instance, use two different subject lines to check which one has a higher open rate. Regular testing and optimization allow businesses to fine-tune their campaigns. They can ensure that it is according to the target audience’s preferences. It also increases the possibility of profitability over time.
Mistakes to Avoid When Creating and Sending Weekly Mailer Campaigns
Sending Sales-Focused Content
Don’t make every weekly mailer about sales, promotions or discounts. Customers might feel overwhelmed. If your mail feels transactional, it might not add value. Customers will ignore it or unsubscribe from your service.
Poor Quality Printing
If the printing or photo quality is poor, customers are less likely to engage with it. It might also damage your reputation. It is better to invest in a printing service provider. They will ensure your mailer looks sharp and clear.
Not Adding Tracking Elements
If you can’t track the weekly mailer drops, you won’t know their effectiveness. Add QR codes, personalized URLs, or unique phone numbers. You can use them to monitor the performance of your campaign. For instance, you can analyze how many customers scan the QR code. It will help you optimize the future campaigns for better results.
In-House and Manual Printing and Mailing
It can be time-consuming and resource-intensive to print and mail in-house. Additionally, manual process makes it prone to errors. A low-quality printed mailer with mistakes will damage your reputation. You should outsource these services to a Print & Mail solution, like PostGrid. It can automate the printing process, offering high-quality and high-volume weekly mailer service.
Metrics to Measure the Effectiveness of Weekly Mailer Campaigns
Response Rate
It tells the percentage of people who have taken an action after receiving your mailer. The action includes visiting your website or calling the business. It shows how effective your mailer is in driving recipients to your business.
Formula
Response Rate = (Total Responses/ Total Mailer Sent) × 100
Conversion Rate
The metric indicates the percentage of recipients who have completed the desired action. It can be making a purchase or downloading an asset. It tells you how successful a business is in converting an engagement into an actual outcome.
Formula:
Conversion Rate = (Total Conversions/ Total Responses) × 100
Return on Investment (ROI)
It helps determine if the engagement in the mailer is providing a profitable return. The percentage will guide your future budget allocations for the weekly mailers service.
Formula:
ROI = (Revenue Generated−Cost of Campaign)/ Cost of Campaign × 100
Redemption Rate
It indicates the percentage of recipients who have redeemed the coupon. The data helps determine whether the offer is resonating with the target audience.
Formula:
Redemption Rate = (Total Redemptions/Total Mailers Sent) ×100
Customer Retention Rate
It is the percentage of customers who engage with your mailer long after they have received it. A high value shows that your campaign is successful in retaining the target audience.
Formula:
Retention Rate = (Customers Who Made a Purchase or Engaged After Mailer / Total Customers in the Time Period) × 100
Customer Lifetime Value (CLV)
It is the total amount a customer might spend during the course of their journey with your business. You can determine whether your investment in the mailer is yielding long-term results.
Formula:
CLV=Average Purchase Value × Average Customer Lifespan
Automate Weekly Mailers Campaigns With PostGrid
If you are looking for an automated weekly mail mailing service, you need PostGrid. We are a leader in offline communication. Our technology has been helping business owners scale automated direct mail campaigns. We ensure the same precision, compliance and measurability as digital channels.
Additionally, our solutions let you customize every aspect of your weekly direct mailers. You can leverage Variable Data Printing (VDP) technology. It allows you to change the text and image of each mail piece. Moreover, we also offer built-in robust address verification capabilities. Thus, you can check and correct address records as per the national postal standards. With us, you can ensure your weekly mail will land at the right doorstep on the first attempt. Request a demo today to get started!
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