Direct Marketing

ADVO Inc.

CDSI Holdings Inc.

Harte-Hanks Inc.

Guide to Direct Mail Marketing

Get first-class results from your direct mail campaign
By Maggie Rauch

Even in today's wired world, old-fashioned direct mail has its place in an integrated marketing strategy. A marketing piece sent by e-mail can be deleted before it's even opened, but a postcard sent in the mail will at least get a glance. Direct mail is a form of communication that allows you to:

1. Build your brand.
2. Target consumers by locality, which is harder to do with e-mail.
3. Measure marketing impact.

Action Steps

The best contacts and resources to help you get it done

Build or buy the best mailing list Begin by collecting addresses from your existing customers. To expand beyond your current customer base, buy or rent a mailing list from a list broker. Their services are free; you simply pay for the list.

I recommend:  Search for reputable list brokers at the Direct Mail Association's DMA Yellow Pages.

Use a one-stop-shop mailing provider Don't have time to deal with list rentals or to design, print, mail, and track your direct mail pieces? Lighten the load by hiring a mailing provider. Most offer a slate of services either as a package or a la carte.

I recommend:  The U.S. Postal Service offers some support, and private companies like MailersClub provide complete direct mail services. Visit the Mailing & Fulfillment Service Association (MFSA) to find out what to look for in a mailing or fulfillment service company and search for one on the MFSA database.

Go with a professional wordsmith Many consumers will only read a few words, if any, of a direct mail piece before deciding whether to continue reading or to toss it. Up your chances of staying out of the circular file by hiring a pro to write sizzling, creative copy for your campaign, or at least to check for errors and clarity. Editorial gaffes can obscure your message, or make you seem unprofessional and sloppy.

I recommend:  Visit Guru.com to conduct a free search for a copywriter. On Mediabistro.com, you can browse listings of copywriters and copy editors.

Get the right look with a graphic designer A well-designed mailing can grab consumers' attention and entice them to give your piece more than a cursory glance. To build your brand, make sure the look of your mail campaign is consistent with other communications, including print ads, marketing kits, in-store pieces, and product packaging.

I recommend:  Find design help at FreelanceDesigners.com or search for designers who have experience with direct mail campaigns at Guru.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• Gather names for your mailing list by holding a prize drawing or offering a discount or gift for filling out an in-store survey.
• Use unique shapes and bulky packages to intrigue recipients.
• Put attention-getting words on the envelope, like 'free gift inside' or 'limited time offer'.
• Take a different tack and make it appear personal by using a stamp and avoiding clues that it's commercial mail, such as address windows.
• Use postcards. The cheapest to send, they're sometimes the most effective because they don't need to be opened, and the information is in one place, easy to find.