10 Ways to Maximize Your Direct Mail Campaign
Direct Mail is all about measurement. Unlike Space advertising or Radio or TV/Cable advertising, with direct mail you can and should know exactly how effective your marketing efforts are. The old axiom that 50% of my marketing works, I just don't know which 50% doesn't fly with direct mail. Why? Because direct mail is the measurable medium.
If you have a small direct mail marketing budget, you will need to pick and choose what variables you want to test. The basics are list(s), offer, and package. If you are doing postcard marketing, then you might have more than one variation of the postcard to test.
Here are 10 direct mail marketing criteria to consider if you want to maximize your direct mail campaigns.
1. Carefully Target your Audience.
It is rule number one to determine who your customers are, or will be. If you don't know who they are, how can you hope to replicate them in a mailing list to market to?
Questions to ask when determining target audience include:
For Consumers: Who is your buyer-Gender? What is the demographic make-up of your customers-Age, Household Income, Marital Status, Gender, Is there a seasonality to your customers? How do they buy-credit card, check, by phone, by fax, online?
For Businesses: Type of companies, size (either employees and/or sales volume) Job Function or Job Title of the person responsible for ordering, same for the person responsible for specifying and approving the purchase.
2. Buy Mailing Lists that are Relevant.
What are you trying to accomplish with your mailing? Are you looking to derive an outright sale? Are you looking to create store traffic-either on or off line? Are you looking to cultivate a relationship to convert to buyers down the road?
You need to have a goal in order to find the right list or lists to help you achieve your goal. For example, if you are trying to sell gym memberships, make sure you are targeting people who are exercise enthusiasts. Don't decide that a peripheral category like "Dieters" is who you want to reach if you are looking to build a base of long-term memberships. Dieters are notorious for joining but not following thru. While you might achieve a temporary spike in new joiners, people who are interested in exercise and fitness and enjoy working out are much better prospects.
3. Always Stress Benefits.
Concentrate on how your product or service will benefit the person reading your piece. Focus on how it will benefit the prospective customer from both a logical and an emotional level. The key is to have done your homework so you know what "hot" buttons to push. Some marketers do focus groups, other with tighter budgets ask friends and family to imagine they are your target audience and provide you with input.
Repeat your key benefits. If you're doing Postcard Marketing, mention the key benefits twice. If you are developing a letter or more substantial direct mail package, make sure to mention your key benefits in the beginning, in the middle and near the end of your letter or brochure.
4. Feature the Offer.
Everyone loves a good deal. Design an irresistible offer and make it a key focal point of your letter. A strong offer can be the difference between converting and not converting the "fence sitters". Make sure to state the offer at least twice in your letter or brochure. And make sure to list it on your order form or response vehicle.
For the remaining 6 Ways to Maximize your Direct Mail Campaign, simply download the free White Paper on the Home page of www.greatmailinglists.com.