For as long as there has been a US Mail service we have heard complaints about Proverbial “junk mail”.    Everyone complains about it but most open, read it andevery year it generates billions in sales.  Here are a few tips on how it will work for you and your business.

 First decide what you what your direct mail campaign to accomplish:

  • Make prospective customer in your trade area aware of your business. This is especially valuable when sent out to new households moving into your area.
  • Announce a sale or event your business is having.
  • Offer specials on specific products or services.

 

After you decide there are four main components to consider for your campaign. 

  1. Your mailing list.  Who are the best prospects for your mailing.
  2. Your mail piece.  What is the best way to convey your campaign.
  3. Your offer.  It needs to be relevant and attention getting.
  4. Postage:  Do not overlook the cost of postage and different ways you may be able to save.
     

1.  Your mailing list is probably the most important component.  It will not make a
     difference how good your mail piece looks or how great the offer if it does not
     get to the right prospects.  Most mailing lists providers can furnish you with
     similar lists, but prices and service can vary greatly.  Check out more than one
     and compare prices.

 2. Your mail piece is what will get you “in the door” .   A well designed large postcard
     is the best way to get noticed and quickly convey your message to your prospect.

 3.  Your offer will be the decision maker.  Does you prospect need and can afford
      your product or service?  Give them a good reason to buy or come in today! 
      Make sure to add urgency with a time limit or certain dates.

 4.  Postage can run from 20% to 40% of your total cost per mail piece.  Be sure to
      include this in your initial planning and budgeting.  You may get discounts by
      mailing to every address on the mail routes in a select area. Check with your
      Post Office.

 Here are a couple of ideas that have worked for thousands of small businesses:

 Use business to business direct mail to promote your business to the employees of other businesses in your area.  Select businesses with a certain number of employees and send them a promotional piece with lots of coupons attached good for specials at your business.  This works great for restaurants, dry cleaners and specialty shops.  Think about what your employees purchase on the way to or on the way home from work or during their lunch hours.  You will be providing other business owners with a way to offer their employee specials on services they need.  It is a win-win promotion.

 For your direct marketing to your consumer prospects make sure to fine tune your mailing list as much as possible.  Base your geography on your knowledge of where your current customers are coming from.  Using a driving radius out from your business is a good way to plan.  You should also think about your current customers and have your mailing list provider compile a list for you that most closely matches these customers.

If you are a pet groomer for example, select only households with dogs or cats.  If you are selling higher ticket items make sure the names on your lists have adequate wealth and income to afford your product.  You get the idea, again, the better the list the better your response will be.

 Remember, there are no filters (like email) , or do not mail like the do-not-call lists, so get the most bang for your advertising bucks with direct mail.  Good Selling!

 

Jim Wallert, owner of JWallMarketing has over 35 years of successful experience working with all types and sizes of businesses in developing profitable direct marketing and direct mailing campaigns. Jim works with clients to deliver the right list for theirneeds at great prices with low minimum order requirements. Your custom targeted list counts and quotes are always free. Contact Jim at jim@jwallmarketing.com

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