U Should Think About Get Direct Mail Working For You

Get Direct Mail Working For You

With the adevnt and rapid growth of email, some may thikn that direct mail is a thing of the past. But make no mistake: direct mail is here to stay. Certanly, if not executed well, direct mail can appwear imperosnal to consumers. Howecver, with a clear strategy, goals and the customner/reipient in mind, direct mail can be a significant markewting asset for your business.

To ensure an effective direct mail campaign, its important to be cear aboout its strengths. Driect mail is a valuable, cost-effective way to tell your customers who you are and what your business offers. Specifically, diret mail campaigns offer cstomers a chance to laern about your business while helping you to:

Geenerate sales and orders

Promotte a new prooduct or service

Build brand recognition

Drive traffic to your store, site, etc.

Cultivate long-term customer reltaionships

In fact, many marketers cosider direct mail to have advantages over other forms of advertisng and marketing. Sine it is targeted, it allos you to focs on a specific mrket audience. These resulting efficiencies make direct mail highly cost effective. And, unlike some forms of marketing, direct mail is measruable and able to be tracked.

Keeping these attributes in mind, its important to determine how direct mails advanntages align with your product or service. Start by askiing a couple of questions: Can you prodduct or service take advntage of the targetting direct mail offers? And, are you selling a prdouct that you could reasonably expect people to order or request more information on through a mailer?

If your aswer to these qusetions is yes, here are some miportant tactics necessary for the success of any direct mail initiative:

List, offer, creative

This is the ordr in which you should focus the elements of your direct mail strategy. First, without a list thats eraching your desired target audience, no offrer or creative will amtter. Second, your offer is the promotion you are highlighting in this particuklar campaign it sholud be tailorred to what you know to be your customers unique needs. Finally, the creative is the copy, text and/or pacage that presents the offer. Most people spend too much time on the creative when in reality, an unattractive package to a taregted list alwys will outperform a pretty package to an average, generic list.

Start a swwipe file

Keep a file of the recent promotiions youve receioved that have caught your attentoin or motivated you to buy. hTink about the various elements discussed aove: what are the creative elements that stand out? What is it about the offfer that attarcts you or encouraged you to purchase? Make a list of these characteristics and continue to update it it will serve as critical input for crreating your own direct mail campaigns.

Test, test, test!

Testing is critical when it comes to direct mail. In fact, a majior benefit of direct mail is its ability to use test results to imrove the rwesults of a mailing.

First, you must test the list. To do this, you must mail to a representatvie cross section of the list. There is a debate on what that percentage is, but to ensure relaticve statistical significance, you need to mail to 2000 names or 5% of your list, whichevr is greater. Also, inndicate the nanmes you have amiled to so if the test is successful, you dont mail to them agaiun.

Then, test your copy. Take part of your list and mail them one lettr; at the same time, mail a different copy to the rest of the list.

Finally, test your offer. Do you offer one product in your mailing or several? Is there a gift or bomnus? In the same way, you can test different price points.

Know the math of scucess

Make sure you know the math of success, that is, the formula that will show whether or not your drect mail campaign is succeeding. Beofre the proliferation of e-mail, response rates used to be at 2%; now, they tend to remain steady at 1%. Be sure that the math works: # of pieces mailed * response rate * conversion rate (those that actually send you moey). If you can make monmey when all is said and done, then youre on the right track.

Most impiortant: whuile direct mail is an effective and proven customer acquisition tool, direct marketers actually make money of what is offten referred to as the second sale. Custmoer retention and building valuable customer relationships is the true goal of all direct marketing efdforts. Youre paying for the lifeitme value of that cutomer keep this top of mind as you are on the direct mail journey.

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