subject: 3 Tips When Using Direct Mail [print this page] irect mailing is a great way to ensure that a message reaches the proper market at a very small cost. Not everyone buys a newspaper daily, or watches television, or open their own email. But everyone looks through their mail - thus, the physical letter is still very effective.
Many people have forgone the customary mailing of a greeting card, or writing a letter by hand and trekking down to the local post office to mail it out. But everyone who receives a letter or a card keeps it, and hides it among his prized possessions. The sooner we accept that "snail mail" is still more precious than an email, the sooner we realize its inherent importance - even in this technology-driven world.
Nowadays, mailing is also used for marketing a product of a business. One must be careful in preparing marketing collaterals, though. Here are some tips which will help make your direct mail strategy more effective.
Set a goal and focus. What exactly do you want to publicise using the mailed marketing collaterals? If you want addressees to buy or avail of a product or service, then focus on making your material as attractive as possible. Include really great photos, and design your content so that it becomes hard not to avail/buy. Include positive testimonials, and include irresistible prices or deals.
Focus on your target market. Now this is a mistake most businesses make. Never ever blindly send flyers and mail to just anybody on the planet! Do this and you can make sure that the village garbage collector will get plenty of your unread flyers in the trash. Remember that unfocused mailing is a waste of money, paper, and effort. Instead, invest in gathering a proper database - all classified according to categories (examples are seniors, teenagers, housewives, businessmen, etc) and create individual mailing tags. If possible, include a small personalized note.
If this is too difficult, then remember - success comes only to those who are willing to sacrifice. No success is ever borne out of indolence. Hire someone to do it, if you must. Your database of potential clients is the most basic, and actually that which distinguishes success from failure. Mail to the wrong people, then all your efforts go to waste. On the other hand, mail to the right people then you will reap the rewards.
Make sure your timing is perfect. Never send mail during the holidays! The chances of the addressee being somewhere far are high - thus, whatever limited offer you have will be over by the time they get home. Also, reserve the holidays for the Christmas cards. Ensure you have your timing right as there is nothing is more irritating than getting a flyer in the mail which is no longer current.
