Plan To Use Direct Mail…
And Then Plan Your Direct Mail

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Plan To Use Direct Mail… And Then Plan Your Direct Mail

We’ve said it before. Direct mail is one of the most cost-effective ways to reach your target audience. It doesn’t have to be expensive. It can be as simple as sending off a letter. Or an elaborately produced 4-color piece that includes a gimmick. Either way or anywhere in between, the key is to keep your name and your products or services in front of your clients or prospects on a regular basis.

Before Creating Your Mailing:

Decide why you want to send direct mail. Some of the most common reasons for initiating a direct mail campaign include…

1. Increasing attendance at a trade show where you will be exhibiting. If you do this, be sure to include your booth number, the times of the show, and, of course, simple directions to the trade show and to your booth once there.

2. Increasing awareness of your product or service. This is one of the major reasons why businesses use direct mail. The mailing could introduce a new product or service, or remind people of an existing one.

3. Promoting seasonal sales or products. This is one of the simplest and most effective reasons for a direct mail campaign. Just tie your products or services to a particular time of the year, or put a seasonal message in your direct mail, and you’ve got a bonafide excuse to keep your name out there.

4. Selling directly to your customer. Make sure your product or service can be sold through direct mail. In most cases, you will probably want to back up your direct mail sales pitch with a telemarketing campaign.

Figuring Your Budget:

Repetition and consistency make direct mail work. The more often your target audience sees your information, the more likely they will respond to your mailings.

Smaller companies may have to stretch their resources, but if done correctly, the payoff will be worth it. Just be sure your direct mail is built around a regular schedule and stick to it.

Larger companies should have resources more readily available. Just be sure to put those resources to productive use.

The easiest way to set a budget is to gather data on response rates to mailings your company has done before. This not only tells you what types of mailings have been done, the response rate will also indicate which types of mailings have been successful and which types should be avoided.

Also, studying successful mailings will provide you with the costs you will need to conduct new mailings.

If your company has not done a mailing before and you are basically starting from scratch, consider doing your mailing in stages. Send out a partial mailing to a select number of clients or prospects, then wait for an accepted response before mailing to the remainder of your list.

This will help you justify your costs as the project continues. Just keep in mind that a truly effective mailing is really a series of mailings. Be sure to budget for repetition and consistency.