A marketing message is a body of text used to spread brand awareness and to create demand. In other words, it is a simple tool used for influencing consumers. Marketing message has seen some significant changes in the last two decades when promotions have become more image-oriented. However, in direct mail, the marketing message still has its original structure intact.
The text of marketing messages itself has gone through many transformations throughout the course of time. For instance, devising hard-sell message is not considered a good marketing practice anymore. Similarly, many things have been omitted and many new things have been included in marketing messages. In this blog, we will try to discuss how marketers can improve their direct mail by improving its marketing message through contemporary standards.
Make it Personal
Barring a few exceptions, a marketing message that feels like a one-on-one conversation generates more responses. People get more inclined to reply to a piece where they are under the impression that the business is directly talking about their exact personal needs.
Writing a personal message for each individual recipient, however, is not possible. So, instead, you can pick a group with similar socioeconomic background, age, and interests to add layers of personalization into your marketing message. This is entirely possible with the help of different targeted mailing lists selections.
Keep it Informal
It is a rule of thumb that marketers should keep their marketing messages informal. The word ‘informal’ here implies that you should address recipients in a more amicable manner. Informal marketing messages also require you to keep technical jargon out of your communication.
In B2B communication, however, formal marketing messages are considered to be more suitable. Businesses make decisions on technical details instead of sentiments and intuition. So, when reaching out to prospects through specific professionals mailing lists, you can keep the tone of your marketing message formal and technical.
Using internet jargon and popular cultural references in your marketing message can make it more exciting and response-inducing, given that your target audiences are millennials and teenagers. It also depends on the nature of your business operations. For instance, a healthcare center can’t afford to use such language in their direct mail communication.
Gone are the days when marketing messages were inundated with superlatives and hyperboles. The modern prospect doesn’t have the tolerance for overstated marketing messages that reads like a scam. So, strictly avoid going into a fantasy world with your direct mail marketing message. Try to keep it real as much as possible. Otherwise, an overstated marketing message can turn into a counterproductive measure (bad reviews, blacklisting etc).
Apart from these important provisions, you can also take into account these points while working out a marketing message.
- Don’t make it lengthy:No matter how interesting it is, a lengthy marketing message is not going to produce the desired results.
- Use of anecdotes:A short, simple and relevant anecdote can go well in a marketing message to make it more effective.
Direct mail can be effectively used to target millennial consumer base, this blog can help you to know more about that.