5 Powerful Direct Mail Tips
A direct mail marketing campaign is easier to pull off than you may think. You don't have to spend a lot of money to get a great return. Before jumping in, simply do some research to find your best target market to ensure you get the most bang for your buck. Here are five tips that are sure to get you started on your way to a campaign packed full of results.
1. 40/40/20 rule
According to the tried and true 40/40/20 rule, audience is first and foremost in a direct mail campaign. If you know who your audience is, the rest of your design decisions can appeal to this target group. The next 40% of this rule involves your offer. An impactful headline will be clear and offer incentives, such as discounts or bonuses. The final 20% deals with everything else, including design and brochure or postcard printing. Do some research and follow design rules, but don't be afraid to get creative. Some printing companies have a professional design team on staff, so if this is your first time, you may want to enlist their help.
2. Professional printer
Finding the right printer who can meet all of your needs and produce professional results is an important step in your direct mail campaign. Balance cost with quality, as you do not want poor quality products that are unable to produce a high return on investment. A printer that specializes in full color offset printing will be able to offer direct mail pieces at a fraction of the cost but with high quality results. Ask for a sample pack from your online printer so that you can see their work firsthand.
3. Mailing services
Save yourself both time and money by using the mailing services offered through your printing company. A printer's mailing service allows you to send your direct mail printing to consumers straight from the press. There is no need for you to stamp and label hundreds, even thousands, of direct mail yourself just to save a few pennies. A printer has the ability to send mail using bulk rates, which cuts mailing costs to a much lower price.
Before you send out your postcards or brochures to hundreds of recipients, test a short run mail out first. Keep track of how many of the recipients contact you and actually make a purchase. If the results are less than desirable, study your direct mail piece for any possible weaknesses and make the necessary changes. Once your results are worth the cost of the investment, it is time to send your mail out to a larger list. Be sure to continually test as a direct mail campaign can always be made stronger.
Often, consumers need a small push to help them take the next step. Following up your direct mail with a phone call or a personal note may just be the deciding factor when a client is making a choice between your company and a competitor. Just make sure that your follow up with customers is appropriate so that you do not end up losing the sale. If you are unable to contact everyone on the list because of large quantities, try contacting those who are most likely to respond. This is one reason why keeping an organized mail list is so important.
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