PrintWhy use direct mail instead of e-mail in the electronic age? Direct mail is more personal and it gives customers something they can post on their bulletin boards to look at again and again. If you're sending out coupons or want specific responses, snail mail is still the best way to reach the most people.
However, in these days, when e-mail is often the preferred method of communication, getting the most from a snail mail campaign can be a little tricky. You can start from scratch and learn the practical lessons the hard way through trial and error, or you can follow these six simple rules to get a running start. It's partly a matter of common sense and postal pragmatism. See Top 10 Direct Mail Mistakes for more information on this topic.
1. Use a Reputable Mailing List
Your direct mail won't do you any good if you use the wrong mailing list. Make sure your list represents the demographics you want to reach and the area you're targeting for the best results.
2. Mail Postcards
Mailing postcards is cheaper than letters or brochures. More importantly, a postcard is more eye-catching than a letter in an envelope, so it makes a greater impact on your prospects. It requires little or no effort to understand and to see the value in a well-designed postcard.
To get the greatest impact from your postcards, use brightly colored card stock and a large typeface. Do not jam too much copy into a small space. Your message should be brief enough to fit into a 4-by-6-inch surface. Any larger and you'll have to pay the full postage fee. The most important thing to remember about postcards is that they can tear or crumple. Use the heaviest card stock your budget allows.
3. Establish a Consistent Look and Feel
Since repetition is a key element of direct mail campaigns, it's important that your mailings leverage your company's identity or brand. Display your logo and taglines consistently. Also, stick to a few easy-to-read fonts, and be sure to include Web addresses and social networking links.
4. Create a Clear Message
Show your customers how your product or service benefits them. Buyers need motivation to act on your message. So make sure your message and benefits are clear and compelling, or they'll simply toss it in the nearest trash bin.
5. Plan with a Mailing Calendar
Organize and plan the arrival of your mailers. Don't send them around the holidays, when people are inundated with mail. Also, don’t send two mailings to the same customer at the same time, even if they’re for completely different purposes. If you need to send two mailings, alternate their schedule or combine the materials into a single mailing. Sending two mailings to the same prospects is annoying and gives the impression of a disorganized company. Read When to Administer Mailings for more on the topic.
6. Print Your Postage at Home
You can print postage or labels at most online shipping sites and send your products right from your own front door. You'll save time and hassle by doing away with stamps and trips to the post office, and you can print the postage you need for any other mailings, too.
A successful mailing must reach the right person, be read by that person, and persuade that person to engage with your company.