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GETTING STARTED WITH DIRECT
MAIL
In this high-tech Internet
age of e-zines, blogs and instant messaging, does good old-fashioned
snail mail still work? The answer is a resounding yes ...
if it’s done properly. Direct-mail marketing can supplement
your online efforts tremendously, and vice versa. Just beware
of these dos and don’ts before you hit the mailbox:
DON’T blow your whole wad on one mailing.
What if Budweiser came out with one single television spot,
never to be aired again? You’d think that was ridiculous,
right? Yet many small-business owners think they can drop
one mailing and call it a day. Plan a campaign that has
at least three steps ... five to seven are optimum. Don’t
want to reinvent the wheel each time? Then just mail the
same piece again and again.
DO get a premium mailing list.
The last thing you want is a pile of “return to sender”
envelopes because your mailing list was outdated or incorrect.
Make sure you work with a reputable list broker who sells
high-quality, up-to-date lists. Send out an inexpensive
first mailing, such as a postcard, to weed out any undeliverables
on your list (be sure to include a return address). Make
sure your list is authorized for multiple mailings and qualified
to at least 90% accuracy. And don't forget your current
customer list.
DO write catchy copy and support it with simple, attention-getting
graphics.
Postcards are effective, because they’re easy to read
and require no extra steps, like opening an envelope. If
you choose to send something in an envelope, include an
enticing headline or teaser on the outside: “Open immediately
and learn 7 insider secrets to a happy marriage.” Support—don’t
overwhelm—your message with simple, eye-catching graphics.
DON’T forget the call to action.
Give them a reason to act now by including a deadline or
expiration date on your offer, even if you’re giving
something away. You can also add a sense of urgency by emphasizing
that there’s a limited number available, which will
be given out on a first-come, first-served basis.
DO track your mailings.
Tracking will help you judge your return on investment.
If you’re driving people to a Web site, make sure you
create a separate Web address that is used specifically
for the purpose of this mailing. That way you can see exactly
how many people typed in that URL and bought a product,
registered for an event or just viewed the information.
Let us know what you
think of this issue's article. Write us today at TheTurtles@FlyingTurtleMarketing.com.
Need help creating a compelling
direct-mail campaign?
Contact
the Turtles TODAY for marketing tools that
connect you directly to your audience!
Or, visit our Web
site to learn more
about us and our services.
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