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Direct Mail Basics
When done correctly, direct mail is one of the most effective marketing
tools available to small businesses, regardless of industry. Unfortunately,
many first-time mailers (and even some experienced mailers) overlook
some of the basic "rules" of creating an effective direct
mail campaign. Following are some well-tested tips to consider when
planning your next mailing.
The success of your campaign relies on the following:
1. The accuracy of your mailing list
2. The perceived quality of your offer
3. The appeal of your mail piece
An oft-quoted rule is the 40-40-20 rule. It states that the mailing
list makes up 40% of the success of a mailing, the offer makes up
another 40% and the package itself (paper, design, copy) is responsible
for the remaining 20%.
1. Buy a good list
- Understand who your best customers are
- Select a qualified mailing list provider
- Work with your list supplier to develop the most effective prospecting
list for your needs and budget
2. Create a powerful offer that will entice people to respond
- Make sure your offer is clearly spelled out and easy to understand
- Offer something with high perceived value
- Don’t cloud your offer with restrictive “caveats” unless absolutely
necessary
- Don’t underestimate the power of the word FREE
- Make it easy to respond (via website, email, telephone, mail
and fax)
- Offer a money-back guarantee
- Repeat your offer, response options and guarantee as often as
possible
3. Create an appealing mail piece relative to your target market
- Your mail piece should reflect your company’s positioning and
sales strategy
- If you are perceived as exclusive, unique or high-end your mail
piece should reflect it
- If customers buy from you primarily based on low pricing, your
mailer should have a “budget” look and feel to it.
- Keep your copy simple by using clear, short and descriptive
sentences.
- Write with emotion using the first-person perspective (use you,
your, me, mine and our)
- Personalize the piece
- Identify with the readers needs
- Tell a story, refer to a statistic or quote a famous (or infamous)
person
- Describe the problems that your product or service solves
- Use a call to action tell the reader what you want them to
do
- Include a deadline
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