Despite the fact that a lot of focus has shifted over to the Internet in the last few years, direct mail marketing is still one of the most effective ways to market your business. There are many naysayers that underestimate the effectiveness of this marketing channel but there’s a large opportunity due to the fact that there is less competition in direct mail these days. Making the channel work is all a matter of using the right strategy. Here are some tips to help you succeed with direct mail.
1. Pick the Right List – The one thing that hurts more businesses than anything else is the list. This is one of the few direct mail solutions you need to get right before you even think about developing and launching your direct mail marketing campaign. You need to rent a list that has your audience and one in which your audience is actually buying from other businesses.
2. Go for Leads – The key to making direct response campaigns work is to have a call to action. While trying to get your prospect to purchase straight from the letter can work, you may get more mileage out of generating a lead. The reason why getting the lead can be more profitable is because you can follow up with the leads to try to close sales. When you ask for a direct sale, you are limiting yourself to only one contact.
3. Use Your Own Database – Most businesses have a hidden goldmine under their very nose. They have a list of customers that they haven’t contacted in months, maybe even years. Your database will probably be more valuable than a rented list because you’re dealing with people that have already done business with you. The only time using your own database may not work, if you haven’t contacted them for a very long time. Even then, a customer reactivation campaign can bring help you access the customers that are still interested in what your business.
4. Combine Multiple Channels – Many businesses have reported great results combining Internet marketing with direct mail. They get the lead online then proceed to follow up via email/social media and direct mail at the same time. With this strategy, it is possible to boost the effectiveness of your Internet campaign and bring in more sales you normally wouldn’t have using the Internet alone. It’s just a matter of integrating campaigns where you announce your mail to your online leads before they get it.
5. Use Effective Advertising Copy – Businesses that are just starting out with direct mail usually have trouble with writing the actual ad or letter. The skill of copywriting is definitely not easy to master. It may be beneficial to hire an advertising copywriter that specializes in direct mail campaigns. It can cost you quite a bit but it’s an investment that will pay off in the long run.
Direct mail can be very effective and can really open up a profitable revenue stream for your business. If you need some assistance, there are companies out there that offer direct mail solutions to help you increase the effectiveness of your campaigns and make your life easier. It is far better to seek help from professionals that have the expertise and experience in this channel than experimenting with your advertising budget.
