10 Direct Mail Marketing Tips

At Strategic Marketing and Mailing, we are experienced in all things related to direct mail marketing services. Our business not only involves marketing and mailing, but we love to help other people build brands through direct mail and marketing services by providing tips of the trade. Today Strategic Marketing and Mailing is offering some information about direct mail marketing. Building an audience, target the right audience and creating quality mailing material is key to direct mail marketing.

10 Direct Mail Marketing Tips

1. Get a list

Part of the 40/40/20 rule of direct marketing is knowing who your audience is and being able to target that audience with your direct mailers. This will save you a lot of money and increase your return on investment. Building your own list can be tedious and unscientific at best; and it’s easy to get scammed by online companies selling dirty lists full of false leads that cost you a lot of money. The best thing you can do is purchase a targeted consumer or business mailing list from a reputable company such as PsPrint, which will walk you through narrowing your niche so you get the best leads possible.

2. Add value

Another tried-and-true tenant of the 40/40/20 rule of direct marketing is the value-added promotion. You’re wasting your money if your direct-mail marketing promotions don’t include sales, rebates or bonuses. The key is to give your audience a reason to purchase now, so make your offer truly unique and big enough to provide great value to your customers without breaking your budget. Make the offer time-limited to maximize your return on investment and have prospects redeem a coupon or offer code so you can measure your campaign’s success.

3. Look great on paper

Having a great design that stands out and also works to reinforce your message is essential to direct-mail marketing success. Make sure you follow basic design rules, but don’t be afraid to get creative. If you don’t have the software or inclination to create stunning professional designs, hire a graphic designer. The credibility that a professional design lends to your direct-mail marketing materials is well-worth the investment.

4. Use a great printer

Find a printer with a reputation for quality and customer service, and order a sample kit. Most companies such as PsPrint will send you samples free of charge so you can see the quality of their finished materials firsthand. Pricing should not necessarily be the determining factor. In the printing world, you often get what you pay for and your company will not benefit from sending out direct-mail marketing materials with streaks or poor color quality.

5. Let your printer do the mailing

Most reputable printing companies have a mail house, or partner with mail houses, to deliver your direct-mail marketing materials. This can save time and money, because your mailing list can be addressed as the materials are printed. You won’t have the extra costs associated with shipping your materials from one place to another before actually mailing them to your prospects. What’s more, good printing companies are knowledgeable in printing regulations and postage pricing, so they can get you the best deal possible on bulk mailings.

6. Write effective copy

Great promotional copy identifies with the target audience through features and benefits. For instance, it’s not enough to simply say that a pair of sunglasses has 100 percent UV protection (the feature). You have to tell your audience that this will save their eyes from the sun’s harmful rays (the benefit). Many features have multiple benefits, and a good copywriter will pick them out. You must also motivate prospects through a call to action, which directly relates to your great offer. If you’re having trouble writing your own copy, your return on investment could be boosted by hiring a professional.

7. Choose the right medium

Will your audience respond better to a postcardbrochuregreeting card or sales letter? What emotions does the subject matter invoke? Choosing the right medium for your message’s delivery is as important as the message itself; and pulling it off in a professional and creative manner is even more essential. Consider using professional-grade paper and die cuts to shape your materials to help them stand out from the crowd, and perhaps a touch of gloss to earn instant credibility and long-term brand recognition.

8. Be the customer

Take a step back from your direct-mail marketing efforts and approach them as your prospects. How would you react to your materials? Is the offer strong enough? Does the brochure/postcard/flyer look credible? Do you just have to possess what they’re selling? Now, run it by friends, family members, co-workers and even passers-by to get their honest reactions. If you can’t convince them, you need to tweak your campaign.

9. Test the market

Many companies have wasted a lot of hard-earned marketing dollars, because they didn’t test the market. Before you launch a full-blown direct-mail campaign, you should always test against a smaller market to determine your rate of return. If you can’t make sales off a small portion of your target audience, you’re not likely to realize much more success with a larger demographic. Many companies even weigh different campaigns against one another, but if you don’t have the budget for that just remember to start small and make tweaks as necessary.

10. Follow up

This is another oft-ignored policy that can yield huge dividends. Following up with your prospects can snag a large number of sales in a short amount of time. The more personal you can make it, the better. Try following up a postcard with a brochure or sales letter personalized to the recipient (your printer can do this for you). A phone call could also be warranted, as long as it’s appropriate. Try collecting phone numbers and permission to call with more information as part of your call to action and offer to get the highest-quality leads for your follow-up.

To read the full article click here: 10 Direct Mail Marketing Tips

Types of Mailing Lists

At Strategic Marketing and Mailing, we are experienced in all things related to direct mail marketing services. Our business not only involves marketing and mailing, but we love to help other people build brands through direct mail and marketing services by providing tips of the trade. Today Strategic Marketing and Mailing is offering some information about different types of mailing lists to choose from. You can either choose to actually use the United States Postal Service or with the Internet using email is another option. Here are a few different types of direct mailing lists you can choose for your business.

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Types of Mailing Lists

Response Lists

Response lists consist of information about people who have responded to an offer in some way. These can be customers who have made recent purchases or prospects who have expressed an interest in specific products or services. Customer lists are the most profitable type to have–either in electronic or traditional form–because it’s easier to generate sales from people who have already made a purchase with your company. Hot prospect lists are also valuable because these people have expressed a direct interest in your products or services. Warm prospect lists may consist of people who have purchased similar or related products recently, or have expressed an interest in related products.

Compiled Lists

Compiled lists are generally cold prospects because the names and contact details have been gathered from various sources, such as survey companies, telemarketing firms and residential address databases. A cold mailing list is one that contains contacts who have never heard of you, your company or your products before. They’ve not expressed any interest or requested information. Since your company and products are not known to them, they’re more difficult to generate sales from.

Newsletters

Newsletter-style mailing lists are used more in electronic format than postal, and they’re designed to help customers and prospects get to know your company and products better. Instead of sending sales materials and coupons, however, the newsletter mailing lists focus on sending useful information to subscribers. Information can be in-depth articles, tips, resources or general news items. By providing free, useful information to the mailing list subscribers, you build trust and loyalty with your readers, and this often turns into more sales for your company.

Announcements

Announcement lists are the most common type of mailing list in use today, both in electronic and print form. Announcement lists generally try to generate more sales by sending out coupons, new product announcements, holiday specials and other discounts or incentives.

Discussions

Discussion lists are an email-only style of mailing list, and they’re designed to allow communication amongst a wide variety of people around the world. Discussion lists focus on a given topic, such as cancer or computer programming, and they allow multiple topics to be discussed among all subscribers via email. Messages and responses sent to a discussion list are received, read and responded to publicly by everyone else subscribed to the list.

To read the full article click here: Types of Mailing Lists

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4 Easy Direct Mail Marketing Tips

At Strategic Marketing and Mailing, we are experienced in all things related to direct mail marketing services. Our business not only involves marketing and mailing, but we love to help other people build brands through direct mail and marketing services by providing tips of the trade. Today Strategic Marketing and Mailing is offering some tips on understanding your target customers, how to target them and how to choose which mailing type if best for your direct mail marketing service.

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4 Easy Direct Mail Marketing Tips

1. Understanding Your Target Customers

Knowing about your best customers is a key factor in targeted direct marketing. Knowing the customers’ basic demographics, such as males 18 to 34 or females with children, is a start. However, a more complete understanding of your customer’s profile like their shopping and purchasing behavior in other categories; their attitudes toward trends, products, marketing and media; or their lifestyle habits can help you become even more effective in both your lead selection and the messages you’ll use in communicating with the leads.

2. Target Your Ideal Customer

Once you understand your customers you can use this information to build a targeted list of potential new leads. Targeted direct mailing lists can be expensive, but they’re likely to result in the best response rate and generate future loyal customers.

The old formula for direct marketing success was mass marketing: “Mail to as many people as you can; someone has to be interested.” However, paper and postage costs are always increasing, and with so much mail ending up in the trash, businesses have changed their way of thinking. Why waste money mailing to everyone when everyone is not a potential customer? You need to target the leads who will buy. That is the difference between mass marketing and target marketing. Targeted mailing lists pinpoint your best leads.  There is less waste and a higher percentage of prospects responding to your mailing.

3. Pick a Mailing List Type

It’s practically impossible to overstate the importance of direct mailing lists to the success of your direct mail program. The correct mailing list will contain your most valuable prospects. The more careful you are in analyzing and selecting direct mailing lists, the better your chances for success. There are several different categories of mailing lists available on the market today ranging in cost and appropriateness for your market. When you are considering what type of mailing list to buy consider the following three types:

• Specialty List - allows you to identify your target audience

• Custom Mailing List  - allows you to select the customer criteria that meets your needs

• Cloned List - allows you to find customers similar to your best current customers

4. Create a Mailing

Once you have a mailing list it is time to create your direct mail message. The direct mail piece you create delivers your message. The piece represents who and what you are. Make it consistent with what you’re selling. If you are offering a high-quality professional service, your direct mail piece needs to reflect that quality.

To read the full article click here: Direct Mail Marketing Tips

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Direct Mail Marketing: Tips to Boost Your Response Rate

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1. Don’t Lose Sight of the Big Picture. Many marketers tend to focus exclusively on the creative for their direct mail piece. Now don’t get us wrong: creative is important. It’s just not the whole story. Don’t forget to focus some of your energy on obtaining a quality mailing list and developing an enticing offer as well; these are just as important to your direct mail marketing success.

2. Target the Right Prospects. Your direct mail marketing campaign won’t get very far if it never reaches the people who might actually be interested in your product or service. Targeted marketing is key in improving response rates, and it will also help keep expenses for your direct mail marketing campaign down. Read this article to learn more.

3. Make Your Direct Mail Piece Stand Out. People receive lots of junk mail every day; don’t let your direct mail piece get lost in the pile. Your direct mail piece should be eye-catching with an appealing headline to draw people in. You might also want to consider sending out larger direct mail pieces as well – this can help it stand out even more.

4. Communicate Benefits, Not Features. Your target audience doesn’t care about your company. They care about what your company can do for them. In your direct mail marketing campaign, don’t just list off features; tell people how those features will benefit them. Ultimately, your direct mail marketing is not about you; it’s about your consumer and their needs.

5. Use Your Consumers’ Language. If your direct mail piece is full of industry-specific jargon, you run the risk of alienating a large portion of your prospects. Find out what language your consumers are using to describe your services, and then join the conversation on their terms.

6. Send Multiple Direct Mail Pieces. Prospects need to see your message several times before they are likely to do business with you. Don’t send one direct mail piece to a prospect and then forget about them; send follow-up pieces regularly. This will this show your consistency and keep your company’s name in the forefront of their mind the next time they need what you offer.

7. Use Other Marketing Strategies As Well. Not everyone responds to specific marketing strategies in the same way. One person may be extremely receptive to direct mail marketing, while another may throw direct mail in the trash without ever looking at it. Don’t put all of your eggs in one basket; use direct mail marketing in combination with other marketing techniques to ensure that prospects can engage with your company in whichever way they feel most comfortable.

To Read the full article click here: Tips to boost response

5 Direct Mail Marketing Mistakes

Mistake No. 1: Ignoring the most important factor in direct mail success.

Do you know what the most important part of your direct mail campaign is? It’s not the copy. It’s not the art work. It’s not even the format or when you mail. It is the mailing list.

A great mailing package, with superior copy and scintillating design, might pull double the response of a poorly conceived mailing. But the best list can pull a response 10 times more than the worst list for the identical mailing piece.

The most common direct-mail mistake is not spending enough time and effort up-front, when you select – and then test – the right lists.

Mistake No. 2: Not testing.

Big consumer mailers test all the time. Publishers Clearinghouse tests just about everything…even (I hear) the slant of the indicia on the outer envelope.

Business-to-business marketers, on the other hand, seldom track response or test one mailing piece of list against another.

As a result, they repeat their failures and have no idea of what works in direct mail – and what doesn’t. A mistake. In direct mail, you should not assume you know what will work. You should test to find out.

Mistake No. 3: Not using a letter in your mailing package.

The sales letter – not the outer envelope, the brochure, or even the reply form – is the most important part of your direct-mail package.

A package with a letter will nearly always out pull a postcard, a self-mailer, or a brochure or ad reprint mailed without a letter.

Mistake No. 4: Features vs. Benefits.

Perhaps the oldest and most widely embraced rule for writing direct-mail copy is, “Stress benefits, not features.” But in business-to-business marketing, that doesn’t always hold true.

In certain situations, features must be given equal (if not top) billing over benefits.

Mistake No. 5: Not having an offer.

An offer is what the reader gets when he responds to your mailing.

To be successful, a direct-mail package should sell the offer, not the product itself. For example, if I mail a letter describing a new mainframe computer, my letter is not going to do the whole job of convincing people to buy my computer. But the letter iscapable of swaying some people to at least show interest by requesting a free brochure about the computer.

Make sure you have a well-thought-out offer in every mailing. If you think the offer and the way you describe it are unimportant, you are wrong.

To read the full article : 12 most common direct mail mistakes

Promoting Your Business With Coupons

As coupons continue to be an inexpensive form of marketing, nearly half of all retailers reported offering consumers some form of bonus coupon program. This means your competitors are probably utilizing coupons in their marketing plan and maybe should you too. Other reasons to use coupons include:

  • To Increase Number of New Customers
  • To Increase Sales of a Specific Product
  • To Increase Branding & Awareness
  • To Reward Current Customers
  • To Entice Return of Former Customers
  • To Create An Opportunity to Up-sell a More Profitable Product
  • Highly Measurable Form of Marketing

 

How to Use Coupons in Promotions

Coupons should motivate the consumer to not only purchase the product but to take notice of the brand. A well-designed coupon offer focusing on one particular product or service can generate a short-term boost in traffic to most retailers. While only a small portion of coupons may actually be redeemed, establishing brand awareness is one of the long-lasting effects of a coupon promotion.

Before starting a coupon promotion, be sure the offer is right for your market. Not every type of product, or retailer, can benefit from adding coupons to their marketing mix. In some instances, coupons may actually lower the value of a brand.

To read the full article click here:  Creating Coupon Promotions

Creating an Engaging Direct Mailing Campaign

1. Apply email logic: You probably have heard by now that before blasting out an email, you want to make sure you get people to opt-in to your communications. Otherwise you can be labeled as spam. With direct mail, there is a similar reaction – it’s called, “This piece is going right into my trash can.” Before sending out a mass direct mailing, qualify your audience. There are lots of ways to do this, including:

2. Keep that consistent message: Is this starting to sound like a broken record yet? If so, good. This is so important. If you are tweeting to people and then you decide to send that same audience a direct mail piece, how can you let them know that you’re the same company? That you value their relationships just as you indicate online?

3. Make it useful: Just like with email, people are getting bombarded every day by come-ons, little gadgets, catalogs – all kinds of stuff. You know. You get all of that stuff, too. What sticks out in your pile of paper? The thing that can help you solve a problem.

4. Let your audience interact: The people you are sending mail to are hopefully overlapping with the people who are liking your Facebook page and following your tweets. They’ve established that they have insights about your company, your products, and/or your services. Why muzzle them with your direct mail piece? Ask them to respond by posting a video to your Facebook page, or include a survey that could be returned as entry into a contest. Include a link or QR code that takes the recipient to a relevant video. Converse.

5. Think outside the box: This is so important, just as it is with your website, with your advertising, and with all of your marketing. Postcards can serve a purpose, but there is so much more that can be done now with direct mail campaigns. From DVD mailers to things I’ve never seen and can barely imagine, this marketing channel is ready and waiting for a slam dunk, thoughtful, engaging campaign. Are you ready to send one out there?

To read more click here:  5 ways to create a more engaging campaign

How restaurants can get ultimate results with direct mailing

By Joy Gendusa, CEO of PostcardMania

 There are a lot of moving parts when it comes to marketing, and postcard marketing is no exception. There is a certain amount of strategic planning, skill, and coordination that goes into the perfect direct mail campaign. You cannot just snap your fingers and produce an effective design and targeted mailing list. But there are a few tricks of the trade that will help you build a winning campaign right from the get-go, without the trial and error setbacks many of us in the industry, myself included, experienced on the road to direct mail marketing expertise.

Let’s leave aside for the moment the numerous nuances that really go into creating a fully-optimized postcard marketing campaign. Instead, let’s focus on the Big Three — size, design and list — because once you understand them, you can expect excellent results from your postcards, even if you haven’t gotten to the more nuanced strategies that can wring every last cent out of your marketing investment.

If you get the Big Three right, you will see big-time results for your restaurant. You can focus on fine-tuning later.

Size

“What size postcard do I need?”

“Can I get away with a smaller card?”

“What is the benefit of a bigger card anyway?”

The size of your postcard will have a direct and very real impact on the response to your mailing. Of course, there are many variables when comparing direct mail campaigns, but you would be hard-pressed to find someone who disagreed with the following statement: “A larger postcard is easier to see.” Since a large postcard IS easier to see, more people will notice it, and read it, and that increases your chances of turning them from a raw prospect to a lead, and then from a lead to a sale.

Most direct mail postcard companies have options when it comes to the size of your card. If the company you choose doesn’t give you options, choose another company. Usually, your options will look like this: Small (4×6), Medium (5×8), and Large (6×11), though the names will vary. The size you ought to choose can be decided by answering these questions:

How much do other companies in your industry market?

  • Not at all/I’m the only one (You can lean towards a smaller card)
  • Light to Moderate Amount (Lean toward a larger card)
  • Moderate to Heavy Amount (You need a large card)

Do your competitors also mail postcards?

  • No (You can lean towards a smaller card
  • Yes (You need a large card)

How much explaining does your offer require?

  • Not that much/Easy to grasp (Smaller card is fine)
    A little background info (Medium should do the trick)
    A lot/Details are important (Go big or go home)

What kind of restaurant do you have?

  • Fine Dining (Go big)
  • Family/casual/pub (Medium is fine)
  • Pizza, Fast Food (small or medium will be fine)

Based on these results, my suggestion is at least a medium-sized card. There is no use putting the effort into a card just to have it ignored because you wanted to save a little bit on printing. I’ve seen large card work over and over for restaurants. You are trying to cut into a busy market. If you want your message to sing, give it a stage.

Design

In order to design a card that cuts through the noise and communicates your message to prospects, there are a few elements that you need to be aware of and include in the design; precisely, there are 10 of them:

  1. Clear Headline
  2. Supporting Graphic
  3. Color that Pops
  4. Intriguing Sub-Headings on the back that lead into benefits
  5. Benefits!
  6. Enticing Offer
  7. Restaurant Name and Logo
  8. Call to Action and/or expiration date for the offer
  9. Contact Information – website, map, phone number
  10. Return Address

Elements 1, 2, and 3 are how you get attention and immediately turn that attention into the decision to read more of the card. If these elements fail to grab attention and generate interest, your cause is lost. Elements 4, 5, and 6 are where you convince the reader to take action. The sub-headings pull the reader into the body copy, which needs to be chock-full of customer-related benefits. Then you seal the deal with an offer they can’t refuse. 7-10 give your prospect the information he needs to respond. Note that No. 8, the call to action, is vitally important, as, believe it or not, most people won’t think to take action if you don’t ask them to. They are too busy already.

Once you get these elements working in harmony, you are ready to mail, but to whom?

List

The final, and most crucial, of the Big Three is the mailing list. Without a good mailing list, the world’s best-designed postcard is useless. The list defines the type of person who will be receiving your ad, and this, more than any other factors, influences how they will respond. In order to get the perfect mailing list, you need to understand the type of person who is your “ideal prospect.” Does your restaurant cater to an older crowd? What about families with young children? Are you an edgy hangout for teenaged rockers? Whatever your ideal target market is, that is who you need to get a list of. The specificity of the lists you can obtain is astonishing, too. Families with two children under 10 that live within 20 miles of your location? No problem. Professionals with a household income of $150,000 and above? No sweat. The trick is to know who you are looking for.

Specifically for restaurants, I have seen huge success with birthday lists. This is a monthly list that is compiled based on those in your area who have a birthday that month. The restaurateurs I have worked with have seen great success by mailing out a special birthday offer to these lists. They get redeemed at very high rates, and nobody eats alone on their birthday!

As you know, once you get a new patron into your restaurant whether they return is completely based on that first experience! The idea is to get them coming back – so giving them an incredible birthday experience is crucial. Once, I responded to a birthday promotion and my husband and I made a reservation. They were really on top of the promotion. When we arrived and checked in, we were each instantly brought a glass of champagne on the house. What a GREAT first impression! Needless to say, the money they “lost” giving a “free entrée” to the birthday girl, they made up in spades from all our subsequent visits!

So if you want to give your marketing a boost, just nail the Big Three. Postcards are proven to work. I have seen it over and over again for 55,000+ businesses. They work, and this is how to make them work for you. Now, go make 2013 your most profitable year yet!

To read the whole article: How restaurants can get ultimate results with direct mailing

Advantages of Direct Mail Marketing

Direct marketing provides you with a way to conduct a test of this market relatively quickly, at a reasonable cost, and with convincing certitude. You’ll know whether this is indeed the gold mine you hope it is.

Perhaps the most common use of a marketing database is to generate a target list for a direct-mail campaign. Of course, direct mail also works with purchased lists. Direct mail provides giant companies with the ability to target defined markets with specialized offers.

For smaller companies, using direct mail has a number of attractive advantages:

  • You can target recipients very precisely.
  • You can protect against overwhelming response. If you run an advertisement, you can’t know whether you’re going to get 10 responses or 10,000. For a small company, a powerful response to an ad can be even more disastrous than no response at all, since a poor reaction to a prospect’s response will likely damage your relationship even before it’s begun. With direct mail, you can start out with a modest-size mailing to study the response and make sure you can handle it expeditiously.
  • Costs can be modest. Or, more accurately, you can create a campaign to fit large or small budgets.
  • Direct mail can happen fast. With a modest campaign to a known target audience, you can acquire a mailing list, develop mailing materials (including direct-mail letter, flier, reply card), launch a mailing and start to receive results in just a few months. This is faster than the typical advertising campaign–and a lot faster than waiting for the phone to ring.
  • You can test different appeals, called “offers” in the trade, to reveal the most potent message. By making a different offer to randomly different portions of your mailing list, you can see which offer pulls best. Go with your best puller until you find a better draw. As you try different offers and different letters, you’ll find one does better than another. Use the better one, and then try to beat that in your next mailing. Eventually, you should get better and better response rates.
  • You can mail to the same list again with a slightly different mailing and still garner worthwhile results. Most direct-mail experts say that companies don’t get enough mileage out of their materials. Use them until they no longer pay their way.
  • You can never run out of prospects. Use your imagination to find new niche direct-mail markets for your products, whether retail or business-to-business. Your list broker or mailing consultant can suggest possible target markets worth trying.

With consumer products, you can often sell them right through the mail…or at least get customers to stop in. With business-to-business products, you usually face a two-step process. First, you get a response to your solicitation with an indication of interest (request for catalog, literature, report or sample). This is the lead-generation phase. Once you mail off the requested material, you then follow up with additional material or a phone call/fax/e-mail to use your skills at transforming the lead into a prospect.

To read the full article click here: How to Create a Direct Marketing Campaign

Direct Mail Tips

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So let’s assume you’ve kicked tires, done the math and delved into database options and sales leads.

Once you’ve determined that direct mail is your most effective channel, here are five smart tips that will help drive direct-mail responses and boost your sales and leads.

1. Be true to your RFM. This stands for “recent purchase,” “frequency” and “monetary profile.” Before developing any campaign, you should know when each customer on the mailing list last purchased a product from you or a competitor; how often that customer buys your product or similar offerings; and what amount she tends to spend for the product or services.”Small businesses need to look inward before they look outward,” says W. Michael King, creative director at Grizzard Performance Group, an Atlanta direct-marketing agency. “Who are their best customers? Where do they live? What are their preferences? What has been their brand experience as it pertains to their business? They need to answer these and other questions before they lay out any acquisition strategy.”Experts say consumers need to receive at least three pieces a month to notice marketing.

2. Provide real incentives. Direct mail works by getting your prospect to respond to an offer. That could mean a sale coupon, a free trial or sample, a guarantee of service or money refunded, a special deal for a certain time period, or some other reward for taking action. When you go cheap on your offer, you waste marketing dollars. Nevertheless, incentives don’t always require a hefty expenditure of profit or inventory. Time truly is money nowadays. Offer time-savers or head-of-the-line luxuries or special shopping experiences as incentives.

3. Test before you get rolling. ”Testing is everything,” says Tim Booth, founder and creative director of “I Want One of Those,” a multi-channel gadget and consumer electronics retailer based in the United Kingdom that launched in 2000. Within a few years, I Want One of Those had reeled in $10 million (US dollars). The company now produces glossy, four-color mail-order catalogs as well. “We depended on word of mouth in the beginning,” says Booth, citing 45% of his first year’s sales as coming from customer referrals. His advice:

4. Find partners, then track results. If you are a local merchant or franchisee, shared mailers can be effective. The cost for co-op mailers such as Valpak or Money Mailer runs roughly $35 per 1,000, though it depends on the ad and your area. Valpak, for instance, can develop a psychographics profile of any ZIP code area that interests you. So you can choose specific household qualifiers within a 10-mile radius. The company designs and prints the ad and inserts and mails it. But you owners must be prepared to follow up.

5. Set appropriate response goals. Industry averages for direct-mail response rates are not particularly meaningful. Everything depends on your product and your price point. One customer response in six months may be all you need to recoup your return on a direct mail investment. Make sure you’ve set goals that make sense for your business.

To read the full article click here:  Direct Mail Tips