Thoughts On Direct Mail

Direct Mail advertising has advocates and detractors. The advocates of direct mail advertising are typically the same group that takes the time to fully think through their campaign. A direct mail campaign is about far more than mailing a bunch of postcards with random pictures and text.

Here are our thoughts on using direct mail.

First, you need to run the numbers. Get at least three prices for what you need. You need to price the direct mail design cost (in and out of house), printing cost, postage cost, and also any costs for buying mailing lists. It would be advisable to get mailing pricing for small, medium and large campaigns. Know that a return rate of 1-2% is typically considered to be acceptable. Factor in the value of an average sale and you can quickly decide if it will work for for you.

Second, take a hard look at what your business really needs. Are you seeking to move a particular product or service? Seeking to get more customers in the door? Trying to sell more high-margin products or services? And then think about what is going to bring you an acceptable ROI.

Second, work on your design. Understand that you have a very limited amount of space on that direct mailer and you need to make the most of it. Don't clutter the space with every photo you can find or paragraphs of text. Use a clean design, with a good color scheme, include your complete address, phone, website address and hours of operation. Let people know the closest major intersection and business park.shopping center where you are located. And have everything proof read by 3-5 people.

Third, meet with your printer of choice to negotiate your best price, and double check your designated card stock and print finish. Confirm the deadline for your order and getthe printing done.

Fourth, order your mailing lists from a company that can also do your direct mail postage. Their ability to get bulk mail rates can save you money. Get the information in formats that you can manage easily and prepare separate mailing campaigns of whatever volume you have defined in step 1. Bring the direct mail company your printed materials and let them launch the campaign.

Fifth, consider keepin a small quantity of your direct mailers in your office to use as a follow up piece for new leads you get through other channels. It allows you to make a quick, professional follow-up with ease.

Other considerations are matching your direct mail to any relevant situations such as seasonal peaks, market demands, grand openings, etc. Direct mail can produce good results if you plan it well.