![]() The average office worker receives 121 emails every single day!ĭirect mail gives you a golden opportunity to cut through the noise, reach prospects in a unique way, and engage with them on a more personal level than most digital marketing channels. But here’s the thing: every other business is doing that too. There’s nothing wrong with this strategy and many companies find success with it. Sure, you could send an email to your list or blast your marketing messages across all of your social media platforms. In fact, a properly planned and executed direct mail campaign can be extremely beneficial. Why would anyone send a physical letter or postcard to a lead when they can send an email, text message, or direct message via social media instead? Is direct mail really worth the time and expense? In short: yes-when used correctly.ĭirect mail does still work. Both B2C and B2B organizations can find success using this classic marketing and sales strategy. You know the letters you receive in your mailbox from restaurants, big box stores, and local mom and pop shops advertising new products and sales? That’s direct mail. Let’s get started! What Is Direct Mail Marketing?ĭirect mail involves sending letters, postcards, or other physical items to potential buyers and existing customers in order to compel a purchase or other action. In this article we’ll discuss what direct mail is, why it’s beneficial to both marketing and sales professionals, and how to create a successful direct mail campaign for your company in five simple steps. If they haven't, mail them another ASAP.When you think of new marketing and sales strategies to boost your business, direct mail probably doesn’t come to mind. If they have, now's the time to make your sales pitch. ![]() Don't wait too long to contact your customers after doing your mailing: After several days, call to ask if they've received your card, letter or e-mail. Mailings with phone follow-ups are most effective. With any type of direct mail, appropriately timed follow-up is key. For a catalog that highlights many of the direct marketing industry's books, a free brochure that lists a variety of direct marketing institutes and seminars across the country, or more information about joining, call the DMA at (212) 768-7277. The Direct Marketing Association (DMA) is a national trade organization for direct marketers. Two of the better-known publications are DM News, a weekly trade paper, and Direct Magazine, a monthly. Bacon is a comprehensive manual that touches on all aspects of direct mail. Do-It-Yourself Direct Marketing: Secrets for Small Business by Mark S. A wealth of printed information is available to help educate you about direct mail. It also asks customers to choose their prizes, which gets them even more involved. Companies such as Publisher's Clearing House take this technique farther by asking recipients to find hidden stickers throughout the mailing and stick them on the sweepstakes entry. To involve the reader in the ordering process, many mailers enclose "yes" or "no" stickers that are to be stuck onto the order form. On the other hand, ivory and gray are usually the colors of choice for lawyers, financial planners and other business services. Neon colors, for example, can attract attention for party planner or gift basket businesses. Make sure the colors you use promote the appropriate image. The most effective direct-mail inserts often use key words and colors. Take note of your reaction to each piece of mail, and save the ones that communicate most effectively, whether they come from large or small companies. Obtain free information every chance you get, especially from companies that offer products or services similar to yours. ![]() Junk mail isn't junk when you're trying to learn about direct mail. To create an effective direct-mail campaign, start by getting your name on as many mailing lists as possible. That allows you to control who receives your message, when it's delivered, what's in the envelope and how many people you reach. What's the advantage? Unlike other forms of advertising, in which you're never sure just who's getting your message, direct mail lets you communicate one-on-one with your target audience. Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters.
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