Even with the cost of postage, direct mail is still a valuable tool for most small businesses to use. But, making each dollar count is also important, so here are the 7 secrets to making your direct mail campaign a success.
1. Target Market. The more focused your list, the better your chances of creating the right message and marketing piece to appeal to that market.
2. Personal. You can add personal touches to your direct mail pieces, such as using your customer's first name in the salutation, e.g. "Dear Paul" rather than "Dear customer."
3. Flexibility. There are many, many different ways to reach out to your customers by mail, e.g. letters, postcards, brochures, specialty items, calendars, catalogs, etc.
4. Tangible. Mailing pieces are often kept until the time is right to act upon them.
5. Extended Reach. A tangible mailing piece can be passed along to another person who might be interested.
6. Testing. Direct mail pieces can be tested one against another for effectiveness. If you split your list, you can send out 2 different mailing pieces and see which one gets the greater response.
7. Measurable. You can measure easily the responses of a direct mail campaign by counting the responses.
The only downside to a direct mail campaign is the cost. Never waste your money sending a badly worded, or badly designed piece. You'll save more than postage by getting your piece written and designed well.
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