Choosing a direct mail marketing company
Direct mail marketing is a complicated business and if you don’t take the time to do it right, you’re just wasting your time and money in an empty mailbox. In today’s tough economic market, all businesses need to spend money on advertising. Small businesses, especially, need to be careful how they spend their advertising dollars. Follow these simple steps and you should have a successful direct mail marketing campaign.
1. The List
You want to get your message out to the people who are likely to need or want what you have to offer. The best way to do this is to buy a very specific mailing list. Anyone experienced with this is a vital help. You should spend time talking with a list expert to determine who you should target. Sorting listings on a website without getting advice is potentially a waste of money.
2. The printed part
Next, decide what type of piece you want to mail out. Postcards have proven to be the most successful. The size of the postcard is the next important step. A small 4×6 card won’t get much attention, but a 6×9 or 5 .5x 8.5 card won’t easily get lost in the mailbox. Colorful or unusual images also attract the attention of the recipient. Flyers give you more room to get your message across than a postcard. Just make sure the front of the brochure has a message that will entice people to open it. The letters give a more “personal” touch to your message. Again, you need to make sure there is a message on the front of the envelope that encourages the recipient to open it. Consider sending a “Things to Do” pad in an envelope with your business name and contact numbers. This will stay on the recipients desk for a few weeks and will keep your name close at hand.
3.Your message
A lot of thought must go into your message. If you have a family business please mention it, people like to support family businesses. Always have an offer that is hard to refuse or unusual. Make sure your offer has an expiration date, you want people to act quickly.
4.Time
Use common sense as to when to send your mail piece depending on your business. If you’re selling holiday items, then mailing before the holidays is good for you. If you have an adult dance studio, summer is probably not a good time for your shipment.
5. Programming
Sending just one piece of mail probably won’t get you the results you’re hoping for. Try to schedule a mailing to the same list at least once a month for several months. The more people see your business name, the better.
Choosing the right company to handle your direct mail marketing project is the first important decision you need to make. Finding a company that does the purchasing, design, printing, and shipping for your target list all under one roof is important and cost-effective. They will make sure your design meets the lowest shipping costs. Being able to pick up the phone and discuss your project with an expert in Direct Mail Marketing is priceless.