Direct Mail

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Guide to Effective Direct Mail Marketing

Get the maximum impact from direct mailings
By Jeanni Brosius

Even though direct mail is considered "junk mail" by some consumers, direct marketing gets the word out to your targeted recipients quickly and effectively. But as with any form of marketing, the key to success is to work smart. It wouldn't do any good to send information directed toward 20- to 40-year-old moms to a 73-year-old grandfather.

To get the most from your direct mailings:

1. Ensure that you have accurately identified the demographics for your target recipients.
2. Hire a qualified direct mail company with its own demographic data if you don’t have the time, resources or desire to conduct your own research.
3. Use bulk mail to reduce your postage expenses.

Action Steps

The best contacts and resources to help you get it done

Choose your tactic Direct mailers are but one way to get your advertising out there. Direct marketing companies also use door hangers, magazine and newspaper inserts to connect with customers.

I recommend:  Know your targeted client base to determine which type of direct mail will best benefit your business. Evaluate the age group, income level, gender and other characteristics of your target audience. Demographic Research offers some wonderful demographic information. If you’ve hired a direct mail company to handle your direct marketing needs, ask your contacts for recommendations.

Use a direct mail business By selecting a direct mail business, you will be able to target your audience based on the research conducted by the direct marketing companies. Many times, it is less expensive to foot the bill for the direct mail companies than to compile the list yourself.

I recommend:  Get a mailing list from the direct marketing company to keep in your file, and update it regularly. Some companies that offer mailing lists are Best Mailing Lists Inc., Access America Direct Marketing Group, and Direct Mail.

Launch your direct marketing campaign After you've created, rented or purchased your list of targeted consumers, create your mailing piece. A postcard is probably the least expensive direct mailing and can be just as effective as sending a brochure. Use a professionally designed and printed mailer that will get your point across in a clever, concise way. Don't overwhelm the reader with too much fluff.

I recommend:  The United States Post Office and Business Knowledge Source offers advice on creating and implementing your direct mail campaign. VistaPrint is a great resource for affordable, professional, do-it-yourself direct mail design and printing. The company also offers design services for those who wish to outsource the design work.

Have recipients respond to your plea Whether it is enticing the recipients with a business reply card, a customer code or a coupon, you need to know how well your direct mailings are working. Using a specific code on each mailing will also help you determine when the mailing was sent and to whom. A coupon also works well to boost response to a direct mail campaign. It can boost response within a specified time frame, and you get to track the overall response to your campaign so you know how well the direct mail advertising worked.

I recommend:  Get a quote for printing coupons or other direct mailings at Direct Mail Marketing Services.

Dip your toe in the water Test the market. Even a small direct mail campaign can drive your costs up. Try sending out a small sampling from each of your lists to see what sort of response you get.

I recommend:  Incognate gives some test marketing solutions.

Manage the response Make sure you can handle the fulfillment of your direct mail campaign. Don't shoot your business in the foot by sending out a large quantity of coupons or discounts on something you only have available in short supply.

I recommend:  If you're shipping your own products, UPS offers information on order fulfillment. Intellitrack offers order fulfillment software and inventory tracking solutions.

Tips & Tactics

Helpful advice for making the most of this Guide

• Not only do you do a direct marketing to promote your business, it can also be a great market research tool. Evaluate the results of your direct mailings. Keep track of which list got the most response and the characteristics of each household. This will help with future marketing campaigns.