It’s easy for your message to get lost online, which is why direct mail is still the best option. But ensuring that your customers see your marketing efforts in their mailbox requires some best practices to make it all worthwhile. When organizing your direct mail campaigns, think about your prospective customers and what they most want to receive. Know who they are and their preferences, research their business needs and understand their buying habits. Then follow these five best practices to make your direct mail campaign stand out from the rest:

1. Use enhanced data to target the right people
   The great thing about technology is that it can be used to target a buyer’s needs and shopping habits while attempting to retarget them if they happen to leave their cart empty online. The possibilities are truly endless, but you have to stay fresh and be sure you are placing your services or product in front of the right prospects at the right time. Do this by keeping your data current and ensure you are targeting the right people. After all, it can be a complete waste of resources targeting the wrong people. Make your direct mail relevant with due diligence and research before the campaign. 
    
2. Create coupon codes that are specific to the mail recipient
   Pretty much everyone and their mother loves a good deal, which is why printing coupon codes is a surefire way to not only attract new customers, but considerably boost sales. Even better, unique coupon codes are a great way to generate higher ROI and because they can’t be shared with other customers, provide further personalization. Using unique coupon codes will also let you track customers while gaining even more information about your market. 
    
3. Connect direct mail to online with QR Codes
   Pairing direct mail marketing with online marketing tactics is a great way to connect with customers at every avenue. One way to integrate a direct mail campaign with a digital one is by including QR codes on your postcards and mailings. Customers can simply scan the code or check out the link and head online to a landing page with content specific to the offer. This can be done immediately with a smartphone.
    
4. Do a test run or two to see what works
   You can inexpensively test out different mail trends to see what works best for your company. Try out different designs and see which one grabs attention the most, compelling prospective customers to keep reading and take action. Remember to always have a call to action on every direct mail piece you send. 
    
5. Send direct mail to existing customers
   Your customers love you. That’s why they are your customers! So while it may seem silly to send them a direct mail piece, it is actually extremely effective. More and more companies are sending direct mail to their existing customers and offering discounts, coupons, and reward programs. This not only encourages future sales, but they may also pass the postcard along to another business or friend to help spread the word. So go ahead, take your existing customer database, and discover this rewarding direct mail tactic. 

   Incorporating these five best practices also means working with a company that specializes in direct mail printing services to help you increase the success of your mailing campaign. Direct mail companies provide all the tools you need to manage your front office and simplify your workload, while offering a variety of resources in their product suite to help make your practice more intuitive, convenient and productive.