direct mail

Direct mail, meaning anything you send in the post for example letters, brochures etc. is really a numbers game and you have to enter into it knowing and accepting that.

Most of your mailings will probably go unread, but if 10 people read it and 5 of those buy from you, it will in all probability be highly profitable.

Why do you think you receive so many mailings from so many companies, it’s because they work. The bigger companies will have spent a lot of time, money and effort fine tuning their mailings and they will know what works and what doesn’t. Done well direct mail can have a significant impact on your sales.

Test and measure is important here because one of the main advantages of Direct Mail Marketing is that it is statistically very predictable. For example, if you send out 1,000 letters and get 10 responses it is very reasonable to assume that if you send out 5000 letters (to the same group) you will get around 50 responses.

Your mailings should fall into two categories, existing customers and potential customers. Start with your existing customers because you have an existing relationship with them, send them an offer and measure the response. If it works repeat the process. If it doesn’t work so well, change something, a headline maybe or something about the offer itself. Testing isn’t only about the process but also the content. But remember to change one thing at a time otherwise you won’t know which change made the difference.

Using Direct Mail Marketing to attract new customers is a little more difficult but there are some fundamentals to follow.

Again testing is important following the principles mentioned earlier and elsewhere on the site in more detail.

Mailing lists, relevant to your target audience, can be rented as a means of generating names of new people to mail to.

Ensure the contents of your mailing focus on the benefits of your product or service. You want it to be about your potential customer and what you can do for them rather than just being about you.

If you follow up a mailing with a phone call via a telemarketing agent or yourself you can increase the response rate enormously. Need further advice on Direct Mail Marketing for your Business  – use the contact form below and ask us YOUR question.