Steps to a Better Direct Mail Campaign

A direct mail campaign can result in new clients if you are deliberate with your mailing services. Most mailings result in a 1% response, but you can kick it up by a couple of percents if you mail to a target audience and write a bold message. Here are some easy steps you can follow for a better direct mail campaign.

Step 1: Acquire a mailing list for your target audience.
You will get better results from a specific audience than a generalized mailing. If necessary, you can rent a list from someone in your industry. A similar company that is not a competitor will work best. Or you can see if your postcard printing company provides a list.
 
Step 2: Use postcard printing for maximum effectiveness.
Postcards are a less expensive option and will accomplish the same thing as a note or letter. Your message will be delivered directly to your potential customers. Plus, a postcard does not need to be opened for your message to be seen.
 
Step 3: Write smart copy with a powerful headline.
If you choose postcard printing, then you will only have a small space to write on. Keep your message concise. Choose your best offer or greatest benefit and keep it simple. Your headline should be as large as possible and provoke interest immediately.
 
Step 4: Send at least 3 pieces of mail.
Most direct mail campaigns will not see results until after the third to fifth mailing. Postcard printing is less expensive than sales letters, so you should be able to send out more. Be persistent and as long as you have the right mailing list, you will soon start seeing results.
 
Step 5: Keep tabs on the items you send out.
Create a system to keep track of the postcards you send out and the responses you get. You will begin to see how many mailings it takes to get responses. You can also test the success of your design this way. If a headline does not seem to be getting you the responses you need, try tweaking it a bit.
 
Step 6: Give a timeline on response.
To get responses sooner than later, make your offer time-sensitive. Your call to action should tell your customers what you want them to do and when. Phrases like, "Call now before supplies run out" and "Check out our website for a 20% discount in the month of July only!" will make the next step clearer.
 
Step 7: Follow up on responses.
Don't waste your efforts by overlooking responses. Follow up on all "bites,"and send more aggressive mailings to those who show interest. 
  
 

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