Effective Direct Mail

Tested Techniques for Getting the Best Response.

It is always best to support any marketing effort with an integrated communications mix—advertising, email, direct mail, etc. However, studies have shown that direct mail has a power all its own. But that power is highly dependent on using the right techniques. The following tips will help you get the greatest return on your marketing investment.

Before you embark on a direct mail campaign think about what you want to accomplish. Are you hoping to gain recognition or do you want to generate sales leads? Different goals require different strategies.

Recognition or Sales.

Direct mail is best used to generate sales leads. It will work to build a brand or image only in conjunction with other communications, such as advertising and public relations. Recognition of a company or brand requires an ongoing and consistent effort.

Postcards Are Powerful.

Direct mail does not necessarily mean you have to spend money on elaborate brochures that require envelopes. Such mailings serve a very specific purpose and work best only when they include a special offer. Most often they never even get past the secretary who is trained to discard junk mail. Evidence shows that postcards are almost always read and that readers are more reluctant to discard them.

Frequency Is Important.

While postcards are more likely to be read, it usually takes about four cards before any action will be taken. The recommended number is six postcards, one every three weeks. Two is too frequent. After four weeks the reader will not have remembered the first message. Keep in mind that postcards are far less expensive to mail than letters or brochures. So they are more cost effective.

Add an Incentive.

An incentive will increase the number of responses and shorten the response time. Free is the magic word. Make it bold and giveaway something of perceived value to the reader. Another idea is to put helpful tips right on the postcard. This way the recipient will hold on to the card.

A Picture Speaks a Thousand Words.

Unless your words are extremely provocative, strong images invariably win in the attention-getting battle. Text only, no matter how clever, demands that you increase the mailing frequency with a continuing message to get the readers attention.

Keep it Simple.

Eliminate folds if possible. Don't make your audience work. The more visible the information, the more likely it is to be seen and communicated. If you cannot get everything you want to say in a single card, then continue the message in the second card.

Don't Be Subtle.

An oversized postcard will stand out. However, experts say that postcards of any size are more likely to be read than anything in an envelope. Bold, complimentary colours work best. Do not blind your reader with blaring colour combinations reminiscent of a going-out-of-business sale. Use a hard-hitting headline to get attention.

Know Your Audience.

Address audience needs. If you target your message as a solution to an immediate need it will increase the response.