Direct Mail Tips

Before the rise of the Internet, direct mail advertising was a term used to cover any form of promotional material, being it information packs, discount coupons or special offer bonuses, that came through the post either to a private home or business. These days, direct mailing has expanded to include email marketing, which we will look at in greater detail at a later date.

Why Use A Direct Mail Campaign?

Given that direct mail has a low success rate (often less than 1%) is it really the best form of direct marketing for your business? Depending on the product or services your are hoping to advertise and the size of your budget, the answer is probably 'Yes', as direct mailing is still on of the most effective direct response methods around. However, it isn't as simple as getting some promotional flyers made up at the printers, photocopying a list of local address and sending out a mailshot – you have to be much more focused than that if this type of direct marketing is to be effective.

Firstly, it may seem obvious, but you need to have a quality product to promote. Secondly, you need to research your market and know who to send your direct mail advertising too. And finally, you have to consider multiple factors to ensure that the timing of your marketing campaign is spot on.

In general, direct mailing is a 'cold calling' advertising method, where you are making an approach to someone that you are yet to have a business relationship with, in the hope that one will develop as a result of the mail out. In some cases, businesses do mail campaigns to existing customers, but such an advertising move needs to be handled carefully. You should only really direct mail a current client if you have a very specific purpose for contacting them – maybe you have a new product that you feel they would be interested in, or have some important news that you feel could be valuable to them. A sensitive promotional campaign to an old customer can show that you have an insight into their needs and give you a major advantage over your competitors. However, a blind mail shot that tells your client nothing new or enriching can seem crass and do you no favours in the long run.

Direct Mail Tips

There are many things to consider before you can embark on a thorough and successful direct marketing campaign and some of those will be specific to your particular business and client base. However, there are a number of general points that you should cover to get the most out of your direct mail promotion:

• Isolate your target audience – consider who you want your marketing to attract.

• Check out your competitors – do they use direct mail advertising as well? How does yours compare?

• Vet copywriters etc – ask for examples of past work before you commit to anyone.

• Choose experience – if you know someone who has written or designed a successful direct mail campaign, see if they will do your advertising.

• Get an honest and reliable proof–reader (especially if you are writing the copy yourself) – you need someone who will give you professional, objective feedback without the personal involvement that you may feel.

• Consider typeset, layout, photos and colour use – clear, striking design is vital to direct mail success.

• Put all the info on one side of the brochure or flyer – concise and clear is best.

• Use the envelope – if you're sending you're promotional material in an envelope, ensure that it is also eye-catching and put informative.

• Make discounts or special offers easy to see – put 'Free' in bold and bright colours etc.

• Don't waste time – sell your product or service from the opening line.

• Clear pricing – don't tease potential customers. Be honest about the cost from the beginning.

• Features and benefits – make sure you know which is which and don't confuse them – your future client's certainly won't.

• Make it interesting – some homes and businesses get dozens of direct response mail outs a month, so yours needs to be attractive and interesting.

• Be relevant – chances are that if you waste people's time or bore them, they will remember next time you try to direct mail you and immediately bin your literature.

• Keep it positive – emphasize benefits and gains, not problems and drawbacks.

• Active voice, not passive.

• Brek up copy – use pictures, headings, definite typeface etc so it isn't dull.

• If you use testimonials, make them believable – name and title of the person along with their quote.

• Make your message totally clear – if you're offering something for free, do so straight away and again at the end to reinforce it.

• Utilise the PS – they stand out and catch the eye.

• 'Satisfaction guaranteed!' – it may seem like a cliché, but it is still extremely effective.

• Test your flyers – send some out to customers and ask for feedback.

• Get your time line right – make sure you've spoken to your printer and Okayed the dates so that your advertising campaign goes out at the optimum time. And make sure you're not conflicting with holidays or anything else that could affect the outcome.

• Check your client database – it is current and correct?

• Make sure you have sufficient staff – both to implement the direct mail and deal with the increase in enquiries and business that will hopefully come from it.

• Make sure you have sufficient supplies – if your advertising campaign works, you may need extra stock on hand.

• Make it easy for the client to contact you – a reply card, self-addressed reply envelope or toll free phone number can all be highly effective.

• Personalize – if you can address the client by name, do so, as it makes a difference.

• Consider payment options – if you're selling something, make it easy for the customer to pay. Offering credit card facilities and payment by installments work well.

• Convenience – if you're offering a product, offer to deliver it.

• Continuity – if you've used direct mail marketing before, try to pick up old themes or styles in your latest campaign. People recognize continuity.

These are just some of the points you should consider before embarking on direct mail marketing. Some may seem obvious, others maybe not so, but they are all valid. Follow these guidelines, investigate others that may be especially suited to your specific business and hopefully your advertising campaign will be a success.