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Using Direct Mail as a Marketing Tool
Direct mail is a cost-effective, tried-and-true method for attracting
new business and keeping in touch with current customers. It is a type
of marketing that remains necessary, even in the face of electronic
commerce. Why? Because it is a good way to attract people to your
business and your Web site.
Getting Noticed
There are several different kinds of direct mail formats that you can
use, including postcards, letters, newsletters, greeting cards and even
promotional items. The point is to attract attention and make sure that
your mailing gets read, not tossed! There are a few things you can do
to pique interest in your mailers such as putting a message on the
envelope, hand addressing and/or hand stamping envelopes, or using
unique colors and sizes of envelopes or paper.
Design and Content
Your mailing may require design work. You can either hire a
professional, or create the graphics yourself. If you choose to do it
yourself, remember to keep things simple. You want the reader to get
the message right away and not have to sort through excess artwork or
text. Don't forget to include the basics (phone and fax numbers, email
address, postal mail address, and Web site address).
When To Send
It costs money to create and send any size mailing, so, of course,
you want to reach the highest percentage of recipients possible. That
means timing is everything! Take care to avoid mailing during heavy
traffic times such as holidays, and to shoot for the middle of the
week. That's when people are paying attention.
Where To Send
You've got a great mailing ready, now who gets it? There are a
number of ways to gather mailing addresses. You can gather addresses
from your existing customers at the point of sale, compile them yourself
with your community business directory, and/or purchase targeted mailing
lists.
You can reach current and prospective customers without cleaning out
your bank account. Just plan carefully.
- Take advantage of the
NEBS Direct Mail Analysis Tool. It helps
you figure out the response rate you'll need to recover the cost of a
direct mailing, and help you assess the impact of direct mailings on
your bottom line.
- Reuse your list several times throughout the year and alternate
more expensive mailings with postcards for savings.
- Include reply cards (which look very professional) but don't
stamp them. Studies show including stamps does not greatly affect the
response rate of mailings.
- Ask the Postmaster how you can qualify for bulk mail rates if
your mailing is large.
Good luck with your mailing. We know it will be a success.
We also recommend this Web site:
Inside Direct Mail.
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