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5 Direct Mail Tips to get the Envelope Opened
If the truth were told literally millions of dollars a years is being thrown down the drain on direct mail campaigns that fall flat on their face all because the envelope containing the offer is not getting opened.
Think of it - you can work...
Eleven Ideas to Generate More Direct Mail Responses
Eleven Ideas to Generate More Direct Mail Responses
1. When writing copy for your direct mail marketing pieces, make sure to indent the first line of each paragraph. It, literally, pulls your potential customers into the copy you've written.
2....
For Direct Mail Lead Generation Success, Clone Your Best Customers.
I don't relish being proven wrong. But a while back I sat down
to discover who my best clients were. I wanted to increase my
revenues. I figured that the best way to do that was to discover
who my best clients were and to then go after more firms...
Read This, Sell More: Direct Mail Marketing Is About Benefits, Not Features
Your customer wants a cleaner kitchen, not a kitchen cleaner.
Your customers are interested in benefits, not features. So sell benefits in your sales letters.
The difference between a feature and a benefit comes down to this: A feature is what...
Top 10 Tips for Growing Your Business with Direct Mail Postcards
Introduction: Why Use Postcards? If you've priced out display advertising or Yellow Pages listings, you know that they can add up to big money in a hurry. Quite often, these valuable promotional tools are beyond the budgets of many small and...
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Using Direct Mail to Improve Business
Direct mail continues to be a very targeted and effective way to market to customers. It's far more likely to be read than e-mail promotions. Especially when coupled with offers, such as coupons, the medium can be a very cost effective method of promotion.
There are a number of necessary fundamentals. First, you must have an objective. It may be to increase store sales. Perhaps an offer such as a free gift will do the trick. Just be sure to have a clear purpose. It reduces the chance of passing along a confusing message.
Then, you'll need to have a mailing list. Perhaps you have a customer database you've been collecting. This is obviously a good group. Additionally, there are list brokers who can help you get lists that are very targeted, in terms of geography and interests. These are useful for attracting new customers, while your database is great for increasing purchases from your core of customers.
The next step is creating the piece. Working internally or with outside freelance copy writers and graphic designers are possible routes. Letters should clearly explain benefits. Use "you" instead of "we." Offers should have deadlines to
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create a sense of urgency.
Then, working to get your materials printed and mailed is the next step. If the mailing is small, a local Kinkos and some stamps may do the trick. If it is a large mailing, you may want to work with a printer and mailing house. They have economies of scale and equipment that will allow you to obtain postage discounts from presorting.
Last, but not least, track response. This may be as simple as collecting coupons. If 10 people responded out of 100, you know the response rate right there. Then make changes and test future mailings to improve return on investment.
Direct mail is often overlooked. However, it is a very effective medium. Many even use it very effectively to drive traffic to their website. As a small business, it is worth considering. The USPS.gov has a wide variety of resources available if you are interested in more information.
brettdalybusiness.blogspot.com
About the Author
Brett Daly is a Marketing Specialist for a software firm in the mailing and printing industries. He has an MBA and a B.S. in marketing with a minor in political science from the Rochester Institute of Technology.
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