Direct Mail – Mixing the Right Ingredients
To reach new customers or drum up business with established ones, you can’t afford to overlook direct mail marketing. It’s affordable, highly targeted, and fairly easy to do.
Direct Mail Advertising consists of FOUR components:
- Mailing list
- Creative design & copywriting (including the call to action)
- Printing
- Addressing and Mailing
Target Your Mailing
 Getting your message in front of the right audience is the most critical element in the mix. You need to identify your audience - are you going to reach your existing customers or try to draw in new customers?
Knowing your audience is crucial when putting together a mailing list and creating a successful direct-mail piece. Click here for more information on how to choose the best mailing list for your campaign.
Create a Direct-Mail Piece
Direct mail, in comparison to other advertising like print or radio advertising, is expensive which means it has to work much harder. Every word, graphic and message must compel the reader to take action. If your message can fit on a postcard, send one. Postcards are the most inexpensive type of direct mail, and the recipients won't have to open an envelope to read your message.
Write Copy that SELLS!
 Poor direct-mail copy is a sure-fire way to lose your leads. Developing a clear direct mail strategy is crucial – but it is fairly simple. That’s because the number one objective for any direct mail campaign should be to generate a measurable increase in sales. Click here for more information on direct mail creative and copy writing services.
What is the most important part of your direct mail program?
It’s the call to action. You must tell people what you want them to do and how they  will benefit. Better yet, make them an offer they can't refuse. Special offers—particularly time-sensitive ones — help to garner responses.
For example, "Save 15 percent on your purchase by ordering before May 3rd!" tells prospects that they can save money if they act by a certain date.
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.
Print Production
Once you have designed the mail piece and selected the perfect audience, you need to get it printed. Click here on how to save big when it comes to printing your direct mail piece.
Addressing, Lettershop & Mailing Services
To save big on postage, the USPS offers discounts to companies who sort, qualify and prepare bulk mailings. This typically involves software and using a bulk mail indicia or permit. By sorting and preparing your mailing list, you can sometimes save up to 40% on the regular first-class postage rate. Click here to learn more about our mailing and addressing services.
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