Direct mail campaigns are similar to other marketing and sales methods in more than one way. Getting your mailings properly optimized is vital as it’s the key to your success. The key to succeeding in this is to stick with it and keep testing. Those with little experience in terms of direct mail campaigns or people who’ve never attempted before often encounter problems.
The key to getting up and over the wall is to be persistent, firstly, and then to keep testing and improving until you get it right. Most people fail on their first mailing so if you expect otherwise, you are likely to be extremely disappointed. Of course, that’s not the case for someone who is very experienced in direct mailing. However, they reached that point by playing the gaming, testing, optimizing and learning as much as they could.
You have to make a choice between doing a mailing campaign that is either with a sealed envelope or a postcard. Whatever you choose, it really depends upon your comfort and experience level. If your business is small and your budget limited, it’s best to test the waters with postcards. Keep in mind you’re not limited to the small 4.5″ x 6″ postcards. You can have larger postcards with a glossy, professional design. Once a person has your postcard in their hand, your sales copy must be great as you only have a couple seconds to get their attention. Be sure to include your strongest benefit along with a call to action.
It is imperative that you put your recipient’s name on every DM (direct mail) piece you send out. This is actually unlike opt in e-mails that you have received before. We are all conditioned to see our name in an e-mail. This is something that almost every autoresponder allows you to do. When you don’t see your name on a DM piece, this can actually be a negative effect for your potential client. By simply using a database, and a professional printing service, you can have all of your mailing pieces incorporate the names of potential clientele into the sales copy. Regardless of who you use, find out if the company is able to do this.
Each individual direct mailing can be used to fulfill different marketing objectives. This means getting a plan together for all the DM campaigns you want to run. Generally, branding can be costly, but increasing brand awareness can be achieved through your offer in direct mailing.
Direct mail is also an effective way to gather new leads, which means more potential customers. In fact, you could structure your whole campaign for the sole purpose of generating leads. You could even use your direct mail pieces – structured so they aren’t promotional – to establish a relationship with your prospects. Such a piece should focus on ensuring the reader gains something and shouldn’t include any promotional material whatsoever. Taking advantage of direct mailing will make your business jump to new level of profitability. You have to be serious when it comes to owning your own internet company. But, you will not find it as easy when you own a direct response marketing business. Check out Limelight Marketing.
Unlike with an internet business, a direct mail marketing company cannot run with out plunking some money into it. This business structure carries a lot of liability and makes it hard to continue if you mess up too many times. However, you won’t have to worry about making tons of money, if you figure out how to make it work.