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Direct
Mail is a powerful tool when used properly
because it gives you direct access to your
target customers and clients. But Direct Mail
has to be handled with care and precision.
Here
are some essential do’s and don’ts for
making your direct mail produce results.
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- The Golden
Rule of Direct Mail is to test and measure
everything. This is the only way to
determine with precision whether your
campaigns are successful and should be
rolled out on a larger scale.
- You should
start testing a new Direct Mail campaign
with a small number. Depending on the size
of your business this may be a few hundred
or a couple of thousand.
- By far the
best place to start increasing your Direct
Mail is with your existing customers and
clients. How often do you mail them now and
what would happen if you increased the
frequency of mailing?
- Always
include a letter with a brochure -
statistically, it will improve the response.
- The first
thing people will read in your letter is the
headline (or the first line of the letter if
there is no headline) and the PS. So make
sure these convey your message in a concise
way..
- Make sure
that your mailings focus on the benefits
that your customers/clients are going to
receive.
- If you
get a good response from a mailing – and
repeat that mailing two or three weeks later
– you are likely to get another
significant response
– around 50% of the first mailing.
- Consider the
break-even concept. This involves using
Direct Mail to target new customers and
clients – even if the mailings only break
even. Providing a percentage of them do
repeat business with you - it can be a very
effective way to rapidly grow your customer
base.
If
you want help with your Direct Mail, join Chris
Cardell's FREE VIP Newsletter below for leading
edge tips and strategies on Direct Mail and all
aspects of Marketing.
Join
Chris's VIP newsletter
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on Marketing, Advertising, PR, Internet
Marketing, Sales - everything you need to grow
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