If you decide that business direct marketing is the right advertising medium for you, there are important things to consider before having a postcard printed and a bulk mail machine plugged in. The five tips for effective direct mail contained in this article cover everything from finding the perfect audience to delivering effective and reputation-building follow up.
1. Identify One Target Market for Each Direct Mail Campaign
Before a company designs any advertising campaign, it must identify the ideal audience, client or customer or the particular product or service it is trying to sell. When you decide to send out a direct mail piece, you need to choose a highly targeted list to send it to. Bethesda List Center business list experts help you determine who may be the most responsive group for your offer. In general, you need to explore what type of person actually spends money on what you have to offer.
2. Never Skimp on Material or Printing Quality
Every postcard, pamphlet or envelope you send to the mail gives consumers an impression of your company. Flimsy mailers with faded ink will not convince people your company cares or is willing to make an effort on their behalf. You do not have to spring for all the bells and whistles if your marketing budget a small, but sturdy postcard stock and vibrant, smudge proof printing will go a long way to make a good impression.
3. Focus on Branding and Business Demand Generation
The ultimate goal of all marketing is to increase company profits, but a postcard or letter should not zero in on this benefit only. Direct mail is an excellent way to increase brand recognition and improve business demand generation as well. This means that consumers interested in what your company offers will recognize and value it. You become in demand.
4. Give Each Recipient Something of Value
It is true that many people sift through what they consider junk mail quickly and toss a lot of it in the recycle bin. If you want your direct mail item to attract more attention, include something of value with every piece. In some cases, this could be a tangible item such as a printed magnet or a promotional pen. For most printed mailings however, the thing of value is more likely to be a discount code or a coupon. These are especially useful on sale postcards that are specifically pushing a product line or service. Even sign ups can be incentivized in much the same way they are for newsletters on a website.
5. Direct Mailing – Track, Record, Analyze, Test and Retest
No matter who you send your business direct marketing pieces to and what you offer them in exchange for a sign up for a sale, you will never know how successful a campaign is unless you track and record the results. Always use Direct Mail Lists with special unique codes or even different telephone numbers or email addresses to gather responses from one particular campaign. If you do not know which direct mailing was effective, how would you know which one to use again?
