5 Steps to Effective Direct Mail

   

Here are Essential Techniques Used By Successful Marketers

1	Set Your Goal and Know Your Audience. The first step to a successful direct         mail campaign is pinpointing your objectives. Are you trying to reach existing customers?         Or contact prospects? Do you want to increase awareness of a new product or services?         Or generate sales?
2	Insist on the Best List.  There's no better way to sink a direct mail campaign than         by using a mediocre mailing list. Start with list brokers, but the key is to shop around           and really do some legwork. Pin down the list's demographics such as age, gender,         geographic location and buying habits for maximum effectiveness.
3	Develop an Offer They Can't Refuse.  Spend time formulating a unique          offer that sets you apart from your competitors. Business reply cards (BRCs) give         prospects an easy way to contact your company. Whether you're offering more         information, a free sample of your products or even asking for an order or charitable         donation, BRCs help attract attention to your offer. Here are some other ways to         make your offer pop:           •   Put a reader-oriented benefit in the headline. "Reduce your heating bills by 50               percent!" is better than "Find out more about the Acme Furnace Company."            •   If your offer is free, use the word "free" in the headline or subhead.            •   Show a picture of your catalog, booklet or other free information.
4	Prepare for Success.  Be sure you're ready to handle the leads or orders          that your direct mail generates.          •   Make sure you can deliver what you've promised quickly. Whether prospects              requested more information, a call from your company or a product sample,              following through fast.            •   If you're sending more information, put the words, "Here is the information              you requested" on the envelope or package.            •   Don't treat the fulfillment stage as an afterthought - it's a golden sales opportunity.              Include enough information to move prospects to the next stage in the sales              process.
5	Be Clear and Compelling.  It's easy to get lost in nuances and subtleties        when you're developing direct mail copy and design. Does your copy clearly        communicate the basics of your offer? What about the unique         characteristics of your product or service?        Remember to check with a mailing expert early in the design process to make sure your        piece conforms to postal standards in size, color, weight and white space for postal bar        code imprinting.