Something you don’t hear a lot about with direct mail campaigns is consistency. Consistency is something we talk about in more of the broad marketing sense. Let’s dive in:
Consistency of brand
When your prospects see your marketing, can they immediately associate it with your brand? This obviously takes some time to work up to but your brand should stand out as one of the key features of each piece of marketing you have. Furthermore, can your prospect look at your ad and determine what you are selling and who is selling it? Try this exercise with the next few ads you see. You may or may not be surprised that you will likely not know what an ad is trying to sell you and who the ad is for. To maintain consistency of brand, put together a media kit, which should include your logo, your brand colors (preferably in Hex or Pantone), and how your logo should appear in given media.
Consistency of your campaign(s)
Have you ever seen several ads from the same campaign? Were you able to recognize this? There are several insurance companies to which you might refer as a good example of this. Essentially, you’re likely going to be reaching out via different media to the same people (our next point.) These people need to be able to quickly and easily recognize your brand and your campaign. Repetition brings your prospects closer to taking action.
Consistency of your audience
Who are you reaching out to? How many times and how often are they seeing your ads? Do you send multiple mailings to the same people? Multiple touchpoints improve the engagement rates of all media involved in a campaign. So, if you can, reach out to the same people across multiple platforms, you’ll see some of your prospects start turning into customers.