Hi, I’m Samantha Ward, and I’m the marketing manager here at Frazer Consultants. Today I want to talk to you about creating effective direct mail marketing campaigns. We talk a lot about digital marketing because it’s important for your funeral home. And let’s be honest, we’re a technology company, so it’s kind of what we do. But direct mail marketing has value, as well. And it’s effective at reaching Baby Boomers and Millennials.
In order to maximize response rates, you need to understand the purpose of your direct mail marketing campaign. Start by figuring out what you want to accomplish and then create a narrow, refined message. For example, if you want to educate families on what your funeral home offers, you could create a small catalog of your services. Or if you want more people to visit your funeral home, you could create an event like a remembrance dinner or a preplan and pizza event.
Once you have a message in mind, it’s time to assemble your team. You’ll need a designer, a writer, a data specialist, and a mailing specialist. Some, or all, of these roles can be outsourced to a marketing agency instead of using your own staff.
Once you have your team and your message in place, it’s time to put together your mailing list. If you’re trying to reach families that you’ve served in the past, you can use an in-house mailing list that you’ve already put together. But if you’re trying to reach a new audience, it might be best to use a third-party mailing service.
After putting in the work to craft and create the perfect campaign, make sure that you track your results. Using a unique offer, a personalized phone number, or a special URL can help you track who saw and responded to your campaign. This allows you to see if your campaign was successful and evaluate if you need to make any changes.
To learn more about direct mail marketing, download our free direct mail marketing eBook.