The Power of Direct Mail

How are you advertising to your potential customers?

One medium that you should definitely consider is direct mail. When done correctly, this has shown to be one of the most powerful forms of advertising. There are six steps to setting up and running an effective direct mail campaign:

1. Define your target audience - Who is your ideal customer? If you are looking for retail customers, what demographic do they belong to? If you are looking for a business client, what size company are you looking for and in what industry?
   
   
2. Put together a mailing list - You can either buy a list from a list broker, or you can compile the list yourself.
   
   If you are going to buy the list from a broker, make sure that they are reputable and shop around for the best price and product. A local list broker is usually preferable over a list broker that services the entire country. Many brokers specialize in certain demographics, so look for a broker that specializes in the kind of list you are looking for.
   
   If you are going to compile the list yourself, there are the usual sources like the yellow pages and the internet. You can also find industry publications or you may be able to trade client lists with other companies for marketing purposes.
   
   
3. Use a database - You need a tracking system to keep track of your leads and when you have mailed to them. With all the technology available today, there is no reason why you shouldn't be using a database system. Contact us if you have any questions and we can suggest a system that is right for you. Don't worry, many of them are easy to use.
   
   Always put "Return Service Requested" on your mailing pieces to be sure that if you get them back, the addressee's forwarding address is on the return label. Change the address in the database or take the address out of the database if there was no forwarding address.
   
   
4. Figure out your medium - This is where you have to start experimenting. There are two basic types of mailers: postcards and envelopes. The biggest challenge in direct mail is to get the recipient to read the marketing piece.
   
   Many people sort their mail over the trash can, so you have to send them something that will catch their attention immediately. Also, there was a study done and the average person needs to see a message 5-7 times before they will respond to it, so mail consistently and don't be discouraged if the first couple of mailings don't get a response.
   
   Postcards are great because they don't need to be opened to be read. The disadvantage is that you only have a limited amount of space in which to deliver your message. Make your postcard eye-catching and deliver a short, concise message. Point them to your website for more information.
   
   Letters allow you a lot of room to deliver your message, but you have to get the recipient to open it and read it first. Think of creative and unique ways of getting your envelope opened.
   
   One of the best examples that comes to mind is when credit card companies send you fake checks that you can see from outside of the envelope. You think someone has sent you money and you open it right away.
   
   Another idea is to put something lumpy in the envelope, like a piece of candy. They will open it just to see what it is.
   
   Remember that the longer your letter, the better. It builds your credibility. Just be sure your letter isn't boring.
   
   It is all about experimentation. Be sure to track your results to see what works best. Try jumbo postcards instead of the regular ones, try neon colored envelopes, anything you can think of.
   
   
5. Figure out your message - Why should the recipient contact you? Be sure to highlight what you can do for them and why they should contact you NOW! Who cares how long you have been in business or how good your headshot looks or how many awards you have won. The only thing the recipient cares about is what you can do for them.
   
   
6. Test, test, test - The final step is to test the heck out of your mailings. Use the initial mailing as your baseline. Test that over a few months and measure the response. Then change ONE thing and see how much of a difference that made.
   
   To supercharge your campaign and if you have the budget, run several different versions of your mailings at once and see which one pulls the best.
   
   Every time you find something that works well, stick with it. It is worth it's weight in gold!