Direct mail marketing has been successful form of marketing and has been widely used by businesses for a long time. Today more than ever it still has a vital place in an effective integrated marketing campaign.
As the economy increasingly gets competitive it is essential that you promote your business with appropriate marketing materials and strategies in order to position your business for increased customer traffic, expansion and growth.
Firstly you will need to compile and develop a database for your customer mailing list. You should keep in mind that for different customer segments, a separate database is used for each targeted market. Thus your direct mail offer should be accordingly designed for each individual market. Once your mailing list is firmed up, your next step should be deciding on what you will actually mail as it could be a postcard, a flier, a letter, a catalog, a brochure, or a free sample.
Keep in mind that every direct mail piece should include a specific offer that is attractive, simple, and straightforward and in an easy-to-understand manner. Before finalizing, it is essential to share your direct mail project with an independent third party for feedback.
When implemented a direct mail campaign done once may not prove be too effective. Therefore multiple mailings should be sent with variations on your offer. The idea is all about getting your promotion into the hands of your target on multiple occasions. Multiple mailings increase the likelihood of being top of mind.
A good strategy would be to make sure to include a timing element on every direct mail piece to compel recipients to react by a certain deadline. It helps to convince and pique recipient’s curiosity of the value of the product, service, or special offer they will be missing out on if they fail to take action.
In direct mail marketing make sure your strategy makes you stand out from all the rest. With just a few seconds to capture your recipient before your marketing plan goes in the garbage, your message needs to be direct and to the point. Giving a strong call to action with out the clutter of multiple offers, will help you avoid complicating your mail piece and getting the recipient annoyed or dis-interested.
When creating your direct mail piece get ideas and inspiration from other ad campaigns. Collect, remember or bookmark the ad campaigns that catch your eye, made you enjoy it, made you smile, or evoked a emotional response from you. Try to capture the essence of the ones you like and try to re-create it in your own mailings. If you are using color good, because people like color and a
Visually appealing set of colors draws more attention to your mailing than the boring black and white. Think about all the other pieces in the mailbox and how you plan to get noticed. When your target opens your mail will they respond to it? With extreme competition you need to be noticed, innovative and creative techniques should be used to give you the edge you need. Following these direct mail marketing strategies will surely guarantee your success.
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