We’ve already established the fact that direct mail can be very effective and profitable, but if done incorrectly this same method of advertising can turn into an utter nightmare. Failure to think through your direct mail campaign before launching it can result in a massive waste of both time and money.

Here are some of the mistakes most beginners make:

• Don’t forget to define your goals and objectives. Sending out a mailer just to make contact is useless. You need to have a specific purpose.

• Do not send a mailing to your entire list without running a test first. A test will allow you to make changes to increase effectiveness. Don’t waste your entire budget on a list you aren’t sure of.

• Use direct mail in conjunction with another form of advertising. For example, you might want to refer the people receiving your mailer to your website or to a specific phone number. Do not rely on your mailer alone to make the sale.

• Make sure your direct mail package is properly designed to advertise the type of service you are offering. Flashy images may look great, but if you’re trying to sell a product your potential customer will want to learn as much about the product as possible. Include benefits, features, and as many details as you can possibly include.

• I can’t tell you how many new marketers forget to include a “call to action” somewhere in their mailer. If you don’t tell your prospects what action to take next (either to make a purchase or get additional information) you’ll probably never hear from them again.

• Don’t forget to do a thorough analysis of your campaign after its over. Making a few sales is great, but being able to analyse the number of responses you received, how many turned into sales, and when is imperative to the planning process for next time.

Make the most out of your direct mail campaign. Avoid these mistakes and you’ll run successful campaigns over and over again.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

The last time I spoke to you about direct mail I shared a few tips on how you could make your direct mail marketing campaign more effective, but we didn’t really talk about why direct mail is so powerful. The world seems to be focused solely on the Internet so today I’d like to share a few reasons why direct mail is still a realistic marketing alternative.

5. Direct Mail Campaigns Are Measurable

It’s easy to set up a direct mail campaign, but even easier to test one. Instead of sending out a huge mailing you can instead send out a smaller mailing (400-600) cards and measure the number of responses you receive. You’ll immediately be able to calculate the percentage of response you can expect to receive from the larger mailing.

4. Direct Mail Campaigns Are Cost Effective

Direct mail campaigns aren’t as expensive as you might think, especially if you hire an experience direct mail company. They’ll be able to design and print your postcards, run a targeted mailing list, and pay for postage for less than you might pay for postage alone.

3. Direct Mail Postcards Have A Strong Impact

If your card is designed creatively it’ll have an impact for a very long time. I myself have saved and tacked up postcards that were funny or creative just because they were nice to look at. Not only am I receiving the benefit of a nicely designed card, but I’m keeping the company that sent me the card in sight at all times – something they’ll be happy about when and if I need their services.

2. Direct Mail Campaigns Arrive Quickly

It only takes a day or two for a postcard to make it from Point A to Point B. This makes it easy to time your mailings with special events without worrying about whether or not you’ve mailed your cards too early (so they’ll be forgotten) or too late (so that your prospects never have a chance).

1. Direct Mail Postcards Have Impact Readers Immediately

Think about it. Someone who receives a postcard in the mail will see it and read it immediately. They are exposed to your message from the moment they take their mail out of the box. Compare this to someone who might have to open an envelope and unfold a letter (IF they even open the envelope to start with) and you can see how you’d stand a better chance with a postcard.

Direct mail is a fun and fast alternative to other marketing methods and is something every salesperson should consider incorporating into his marketing campaign. The internet isn’t the only way to market your business. Be creative!

Sean

Sean McPheat

Telephone 0800 849 6732

A properly designed direct mailing campaign can make or break any business. The trick is to make sure your mailing is designed with a message that will make your readers want to take action – other than dropping your mailer in the waste bin, that is.

I’ve compiled a list of 5 important tips you should keep in mind as you design your first direct mail marketing piece. Incorporating these into your plans will ensure a successful mailing:

5. Personalize Your Message

Your direct mailing advertisement should be more than a simple brochure. It needs to convey a thoughtful message that puts you and your prospect on the same level. Use colorful graphics, colored paper, and even consider hand writing your addresses instead of letting a computer merge and print them. Another way to make your mailing stand out is to use smaller or larger envelopes, anything that is a little bit abnormal without breaking any postal laws or rules. The less like an advertisement your piece looks, the better your chances of it actually being read.

4. Advertise a Benefit

Make your mailing special. Anyone holding your direct mail piece should feel as though he or she is holding onto something that the average person does not have access to. Your mailing might offer a special discount, free product, or even an invitation to a special event.

3. Make it URGENT

The wording and benefit you outline on your direct mail piece should instill a sense of urgency in your reader. Create a deadline after which the discount or special service will either expire or reduce. Deadlines inspire immediate action, resulting in a quicker and higher response ratio.

2. Choose a Target Audience

Don’t waste your time and money trying to reach a large group of people. Spend some time compiling a list of customers and prospects that actually have a need for the services you offer. Start by making a list of your current customers and then expand your list to include their referrals, non-competing businesses, and names you obtain from a targeted mailing list company. A specific list will yield more results than a randomly compiled one.

1. Once is Not Enough

Your mailing needs to go out frequently, not just one time. The average person may not be ready to purchase your product or service the first time you send out a mailing, but that does not mean he doesn’t need what you are offering. Statistics show that the average person needs to make contact with you anywhere from 6 – 12 times before they’ll make a purchase.

You have your work cut out for you, but if you are persistent about getting your message out in the world you’ll soon see results. Direct mail is an incredibly effective way to communicate with potential customers. Design your mailing properly and you’ll be astounded at the outcome!

Sean

Sean McPheat

Telephone 0800 849 6732