subject: Getting the most out of Direct Mail [print this page] If you are considering a direct mailcampaign then there are a few things to consider before getting a mailing company in place.
marketing companies in the world of the internet has changed and has suffered, as now so much has moved onto e-mail and e-mail attachments. However direct mail still has its place and used correctly can still be a powerful marketing tool.
A few things to consider would be:
1/ Do you have a clean data list of recipients?
2/ Does your mailing look right?
3/ Do you have a follow up in place.
Just to expand a little on the points above, as they are key things to consider.
1/ Having a good list of data is essential, ensuring that the addresses are all correct and all postcodes are accurate. Also the named person to receive the mailing is still present at the time of delivery. So many mailings are sent to The Marketing Dept' or The MD' and these are swiftly binned. This is a waste of money and where possible, get the name of the person that the delivery will go to.
Another thing to bear in mind is to alert the recipient that they are going to be getting a mailing. No-one likes mail shots really, we all get them at home for double glassing or pizza delivery so by alerting the recipients first can make the difference between the mailing being read and the mailing being binned.
2/ Care needs to be taken on either the design of the mailing (if the mailing is a brochure/leaflet/flyer) or the first few lines of the letter (if the mailing is a letter or information pack) as first impressions do count and you only have 2-3 seconds of browsing before the decision is made to continue or discard.
3/ Follow up to mailings is key, either by a future mailing (as part of a series) or with an e-mail follow up/phone follow up. This will give an excuse to follow up and start dialogue, or prompt a response.
Just considering mail shots (like double glassing, or pizza mailings) these are effective without follow up or alerting the recipient as they are not designed to work in the same way as B2B direct mail. Dropping a flyer by hand through a letterbox of a domestic house, is quite cheap and serves more as a reminder rather than sending a marketing message which does need to be more calculated and focused.
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