Direct Mail Marketing is a tricky business and if you don’t take the time to do it right, you are just wasting your time and throwing your money into an empty mailbox. In today’s tough economic market, all businesses need to spend money on advertising. Small businesses especially must be careful how they spend their advertising dollars. Follow these simple steps, and you should have a successful direct mail marketing campaign.
1. The List
You want to get your message to people that most likely need or want what you have to offer. The best way to do that is to purchase a very targeted mailing list. Someone experienced with this is a vital help. You need to spend time speaking with an expert in lists to determine who you should be targeting. Ordering lists from a website without getting advise, is potentially a waste of money.
2. The Printed Piece
Next decide what kind of piece you want to mail. Postcards have proven to be the most successful. The size of the postcard is the next important step. A small 4×6 card will not get much attention, but a 6×9 or 5 .5x 8.5 card cannot be easily missed in the mailbox. Colorful or unusual pictures also command attention from the receiver. Flyers give you more space to get your message out than a postcard. Just make sure the front of the flyer has a message that entices people to open it. Letters give a more «personal» touch to your message. Again, you need to ensure that there is a message on the front of the envelope that encourages the recipient to open it. Consider sending a «Things To Do» pad in an envelope with your company name and contact numbers. This will stay on the recipients desk for a few weeks and keep your name at their fingertips.
3. Your Message
A great deal of thought should go into your message. If you run a family business, mention it, people like to support family run businesses. Always have an offer that is hard to refuse or unusual. Make sure your offer has an expiration date, you want people to act quickly.
Use common sense as to when to send out your mail piece depending on your business. If you sell holiday items, then mailing before a holiday is good for you. If you have an adult dance studio, summertime is probably not a good time for your mailing.
Sending out one mail piece will probably not get you the results you hope for. Try to schedule a mailing to the same list at least once a month for several months. The more people see your company name, the better.
Choosing the right company to handle your Direct Mail Marketing project is the first important decision you will make. Finding a company that does the target list buying, design, printing and mailing all under one roof is important.and cost effective. They will make sure your design conforms for the lowest postage costs. Being able to pick up the phone and discuss your project with an expert in Direct Mail Marketing is priceless.