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Direct Mail: A Few Simple Rules

by Keith Klamer

For decades, direct mail has been a reliable, consistent method of generating leads and sales for businesses around the globe.

In the last few years or so, as newer media such as email and text messaging have emerged, direct mail has been forced to adapt. While these newer marketing tools have their strong points (cost, ease-of-creating-and-changing, etc.), nothing can equal the power of a direct mail piece.

The research backs this up; in fact, direct mail is making a comeback of sorts in the hearts and minds of both consumers and marketers. But there are certain caveats to this success.

For example, utilize smaller, more targeted mailings in lieu of giant bulk mail campaigns, which generate relatively fewer responses per capita at greatly inflated costs, as compared to internet-based marketing.

With any direct mail campaign, it's critical that you quickly introduce your value proposition. Consumers are more time-pressed than ever before and you probably only have the amount of time it takes for them to walk from their mailbox to their kitchen to make your case!

The ideal direct mail piece should invite prospects to call or visit your website to view a demonstration, download an industry report, or ask for a quote. You should probably follow up with an email a week later to increase the response rate.

To nurture an existing lead, consider mailing a quarterly "industry update" or case study with graphs and reference information - more than you'd be able to provide in an email newsletter. Focus the piece on a typical objection prospects have before they buy.

If you want to up-sell current clients, create a direct mail piece that makes a powerful argument for them to buy even more products and services.

Include a strong call-to-action; encourage customers to call or visit your website to learn more and buy.

For a business campaign, it's helpful to think about the DM piece as part of a larger marketing effort. Don't simply drop a mailing and sit back, waiting for businesses to call you. Instead, create a campaign that kicks-off the value proposition, then plan a follow-up call from a saleman, and an online demo sent via email.

These are just a few ideas to make your next mailing more effective. Each mailing is different so use your own experience and results to fine-tune future efforts.



Want to read more about <a href='http://www.commercial-letter.com'>St. Louis direct mail basics</a>? Then visit <a href='http://www.commercial-letter.com/comlet/capabilities/'>the website for Commercial Letter</a> to learn more.

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New Unique Article!

Title: Direct Mail: A Few Simple Rules
Author: Keith Klamer
Email: keith@net-ahead.com
Keywords: direct mail, direct marketing campaigns, marketing strategy
Word Count: 390
Category: Marketing
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