subject: A Direct Mail Campaign - How Can You Operate It Effectively? [print this page] Direct mail marketing has existed for decades already but up until now only few people know how to use it well and let it work at their advantage.
To able to operate an effective direct mail campaign you should consider your audience profile. Consider your audience as one person whom you are trying to reach and introduce your product or service. Then think of ways on how you are going to convince that person to do business with you. The audience profile that you are going to make should be very detailed so that you can just focus your marketing on the list you have.
Only concentrate on people who have the interest of buying your products or availing the services youre offering for you not to waste your time, effort, and marketing dollars on people who are most likely not interested in your business.
There are three very specific items that is very important to be able to have an effective direct mail marketing campaign. First is the envelope which people want to open, second is the message for the recipient and lastly a clear call to action.
The Mails Envelope The envelope should be of course pleasing to the eye. It is also advisable that you use a font that that doesnt look typed to give a feel that the letter is kind of handwritten. If you have much time, hand address it, to give a human touch to the mail. The envelope should also have an eye-catching one-liner for the recipients to get excited reading the letters content. You can also use postcard for this campaign as long as you have delivered the message clearly and effectively in the small space allotted. Post cards are also easy to keep and carry.
The Message Your message must convey all the benefits that the recipient might get if he/she will purchase your product or services. Do not expound further on how good your product is, instead, see to it that your recipients understand fully about the main benefit that they will get from buying your product or services.
Call to action Call to action is about what action you want the recipient to take. You should plan ahead about this so that you can prepare the things needed when your recipients take action. One good example can be, Give us a call today and receive our discounted price, Hurry Limited offer only. Make sure that you have prepared all the means of communication for the clients to follow the call of action. It may be a phone number, email, website, or a postage-paid mail back card.
How To Improve Your Direct Mail Campaign
In every form of marketing there is always room for improvement. It is very seldom that you will get a good result your first try. It is also necessary to have campaign testing for you to have the feel of the whole system and process. Change what isnt working for you and replace it with something that is beneficial to you. You can try to change your opening lines, your envelope designs, or change the content of your letter by emphasizing the benefits more clearly. Send different versions of your letter and track the result, and then choose the version that works for you best. Dont forget to follow up to generate more sales.
The world is now wired and some people prefer to receive e-mails more than receiving letters from their mailboxes. So, in your direct mail campaign, add e-mails to supplement. Give a phone call follow up to clients too and give website addresses for the clients to have more information access with regards to your business. If you incorporate more elements together in your direct mail campaign, there is a far greater chance for it to achieve success.
