To generate awareness and draw in new customers, or create business with established ones,
a business can't afford to overlook direct-mail marketing. It's affordable, highly targeted and
fairly easy to do.
Whether you hire a direct-mail agency or a print broker, or create the mailer yourself, a
successful mailing must reach the right person, be read by that person and persuade that
person to buy something or to be open to receiving a follow-up call from your company.
Compiling a correct, targeted list is just the first step. How your direct-mail piece looks, how it's
sent and what it says are the other critical factors that work together.
Remember, the more personalized your mailing looks, the more likely it is that your prospect
will open it and read it. At its most extreme, this means first-class mail and envelopes that look
hand addressed or typed and are hand stamped. You don't have to go to these extremes, but if
you can afford regular First Class mail rather than bulk mail, go for it. You can cut corners in
other areas and control costs by choosing a different weight paper or cutting down on the
number of pieces you send.
You want your message to be meaningful and succinct. If your message can fit on a postcard,
send one. Postcards are the most inexpensive type of direct mail, and the recipients don't even
have to open an envelope to read your message.
The most critical part of the message is the call to action. You must tell people what you want
them to do and how they'll benefit. Better yet, make them an offer they can't refuse. Special
offers particularly time-sensitive ones help get responses. For example, "Save 15
percent on your purchase by ordering before May 3rd!" tells prospects they can save money if
they act by a certain date. Remember, it's easier to get people to call you than send something
back to you. If you require that customers return an order form or something else via mail,
include a pre-stamped, pre-addressed envelope.
Once your mailing is out, learn from it. It's better to start small and increase subsequent
mailings based on your success. Code all special offers and promotions so you can track
which direct mailings work and which ones don't. Ask customers how they heard about your
sale, your promotion or your company, and record the data. Refer to your direct-mail tracking
data before you send out future mailings.
When you use First Class or Standard Mail, your undeliverable mail can be returned to you, so
you can use it to clean your list. For more tips on how to plan and execute a direct-mail
campaign, check out the U.S. Postal Service Web site.
