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It is not that difficult to have an effective direct mail campaign that draws in customers both new and old. It only takes a little bit of work to create an effective system for your company.
The first and most important concept to make sure to take care of when having a direct mail listing is to have a clear objective of what you want to accomplish with your mailing. Do you want more customers or do you want to offer an incentive to get the customers that you have already to come back to purchase more? Having an idea of what you want to accomplish with your mailings will help conserve money and make your direct mailing campaign effective.
Make your direct mailing campaign personal.
People like to receive letters in the mail from friends and relatives and not junk mail. Making your direct mailing campaign more like a letter to a friend than a junk mail add will keep your advertisement from being thrown away.
Give incentives.
Everyone loves to get something, whether it be a discount or a free item. An incentive can be aimed at returning customers to keep them coming back for more or to new customers not yet familiar with your company. Incentives can work for either customer category.
Why should they use your company?
Put in the direct mail campaign the benefits and reasons why they should come back to use your again or use you for the first time. Make sure they know why you are better than any of your competitors out there. However, keep this relatively humble. No one likes an inflated ego.
Tips To Getting Your Mail Pieces Open
When you send out mail to customers or potential customers, you can make your mail piece stand out from the junk mail that they receive. Here are a few ways to get their attention and achieve direct mail success:
You can start by hand addressing the envelope
Or find a hand writing style font to print on to the envelope. The typical preprinted labels basically scream that its a mass mailing. Addressing the envelopes by hand will really portray that personal touch and is one of the first keys to direct mail success in my experience.
Use a bright post card or envelope
Design something that will catch their attention and make them see who its from.
Use a live stamp as opposed to a meter
Who uses meters? Junk mail and credit card companies. You can even use older stamps. Just go and see if any stamp show has any unused postage stamps. You can often buy them for face value. This is another great tip for direct mail success.
You could also include teaser copy on the outside of the envelope
Get them to open it up and read it by making a statement or some kind of exciting offer. Then show them how you are going to deliver upon it inside.
You could send out a postcard as opposed to an envelope
With all the ad copy in front of them, they have no choice but to read it.
Keep your look consistent when you repeat the mailing or offers
Your target audience should start to recognize your catalogs, newsletters or post cards right away.
Never forget to leave a way for them to contact your business
Should they come into a store, call your over the phone or visit your website. It would be a travesty to have a customer that wants to use your product and is sold on your advertisement but has absolutely no way to reach you to take advantage of that new found knowledge.
Using a few of these suggestions will help make your direct mail campaign more effective at bringing in customers to your business. Not only to save you money but to also increase your profits. With these things in mind you too can run an effective campaign to keep your business in the minds of your target consumer, bringing your business to the next level.
These tips are very easy to follow and can improve your direct mail success. Some think that any communications outside of the internet is dead, but that’s not true. Make each of your mailings interesting and attractive and you will see how successful you can be with your campaigns.
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