Direct mail is still one of the most popular means used to
reach out to your customers. To increase the effectiveness of your direct mail
campaign, follow this step-by-step guide.
First, come up with a
targeted marketing plan. Set a goal for your direct marketing piece, such
as lead generation or sales. Make sure your direct mail is working with your
other marketing channels. Plan to deliver your mail at least four times to get
a response.
Second, create a
targeted mailing list. Profile your target market and create a list that you
can send direct mail to at least four times. Categorize the names on the list
into existing customers, prospects/leads, and suspects. Make sure there are no
duplicates and that all the information is complete and accurate.
Third, define the
offer you will give. Your offer must be relevant to your target market and
create a sense of exclusiveness and urgency to action. Your offer must be
specific and only promote one thing at a time. Try offering a dollar amount in
savings, rather than a percentage, and give a guarantee when possible.
Fourth, choose an
appropriate mailing format. Your options include postcards, catalogs,
flyers, packages, dimensional, and letters. According to the DMA, postcards are
the most readable format you can choose, but contain the least amount of space
for detailed information.
Fifth, design your mailer.
To increase readability, create a large and short headline, and a body in
which least 65% of the words are five letters or less. Only create one
call-to-action, a strong image, and include your contact information.
Sixth, find a way to
save on postage. Postcards are cheaper to send than parcels, and standard
mail is cheaper than first class. You can receive an additional discount if you
sort your mail by zip code.
Seventh, track your
results. Your metrics should be based on the goals of your campaign. You
can do this by tracking orders, or asking customers how they heard about your
company.
About #GravesPrinting.com
Gary Graves is the Principal of
the GravesPrinting.com.
#GravesPrinting.com helps small business owners and company purchasers to
maximize their dollars being spent by ordering online and providing a
high-quality product. Once an order is placed you can track the order
from uploading to proofing, to printing and cutting and finally delivery to
your front door. #GravesPrinting.com offer all printed business products
such as business cards, letterhead, brochures, flyer, postcards as well as
direct mail services and digital printing for small quantities.
These are great tips for any direct mail campaign. What my company does to save on postage in our mail room is to use a postage meter. It saves us a lot of time by having whatever postage already available to us as well as the time in calculating what postage to use and avoids any mistakes. We also invested in tools like letter folders to help reduce overhead further by decreasing time spend through our direct mail campaign.
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