4 Absolutely Crucial Keys to Direct Mail

For most businesses, well-executed direct mail campaigns continue to generate new business, retain existing customers and build brand awareness. Old-fashioned direct mail delivered to your customer’s and prospect’s doors can truly differentiate your product or service offering. More importantly, if it is done well, your direct mail will not be seen as intrusive clutter. Instead, it can genuinely add value and promote your business.

So how do you do it well? Here are four strategies that you MUST implement with Direct Mail:

1) UTILIZE THE RIGHT LIST: The most important success factor in direct mail is your list. Make sure the database you use is representative of your target market. It’s not about the “quantity” of leads on the list; it’s about the “quality” of the leads.

The best place to start is your current and past customer base. These are your advocates for your products or services. If you continue to stay top-of-mind with these people, they will continue to recommend your business. Referrals are the easiest way to build a successful business. Mail past and current customers consistently. You can even offer incentives for referrals.

If you mail to prospects, ensure you hit your target market. Target demographics like income, age, gender, education level, etc. Consult your local print and mail shop or check out www.srds.com for more resources on the right list.

2)OFFER SOMETHING IRRESISTIBLE: Drive response with an offer that people cannot refuse. For example, “Mention this postcard and get 25% off your next order!” Offer value-add items that convert mail-recipients into paying customers. These types of offers are most successful when tied to a deadline, like “this month only.” Deadlines will create a sense of urgency and will motivate responders to follow up.

3) TRACK AND MEASURE YOUR CAMPAIGNS: Unless you track and measure the response to your campaigns, you will never know if it works. You can track your campaign by measuring responses to your offer. Some simple math can go a long way: count all of the responses to your direct mail piece and divide by the number of mail pieces you sent out to give you a “Response Rate” (responders as a percentage of pieces mailed). 1% is the industry average for direct mail, but the right offer to the right list can generate as much as 10-15% in response. Track a campaign, learn why or why not it was successful, and apply what you learned to the next campaign.

4) REPEAT, REPEAT AND REPEAT: You will never generate much business with only one direct mail piece. Sending only one piece to your list is a waste of money. You must repeat, repeat and repeat your campaigns. Repetition of a consistent message will build brand awareness. When planning direct mail, plan for three or more touch points. It’s okay to mail the same piece over and over. If you’re not mailing the same piece, make sure you use the same logo, branding, image and message in all of your pieces to reinforce a consistent brand and image.

Direct mail continues to be a very effective and efficient way to generate business and it should be a component of your marketing plan. If it is done well, it can truly move your business to the next level.