Getting Direct Mail Marketing to
Work for You
What is Direct Mail Marketing?
Did you get any direct mail delivered by the USPS (United States Post Office)?
Take a look at what you got today, yesterday or last week. Did you receive some post cards, letters, catalogs, magazines, free trial CDs, pre-approved credit card applications, flyers, request for donations to a charity or maybe solicitation to join a book club? This is what is called direct mail marketing, which is a way to market merchandise, service or special interest group donation requests.
Direct mail marketing comes in all forms besides catalogs and letters. Many come in the form of brochures, post cards, packets, clever boxes or with a coin showing through the window envelope. The purpose of any and all of this is to get YOU to open the mail! Yes, the piece has to yell out "open me... open me" otherwise you'll toss it and it will be forgotten.
The Importance of the Direct Mail List
Even though the direct mail promotion must be eye catching to the receiver and written in a way for you to respond... the MOST important element in direct mail marketing is the direct mail list! Yes, this list is gold and without a good list your direct mail promotion can sink to the bottom of the landfill. It doesn't matter if you have the prettiest envelope with the four colored printed brochure with your letterhead and business card attached if the mailing list is not for the right audience, you lose!!
You can put together a horrible looking direct mail promotion with poorly printed information, but if it goes to the right mailing list it will get your some sales! Yes, regardless it looks like a monkey put it together, if it gets in the right hands you will make some sales!
Types of Promotional Material for Direct Mail
Now here are some examples of direct mail promotional pieces.
- Any and all types of postcards.
- All self-mailers with 3 sheets or less including one tab.
- Any #10 envelope with 1, 2 or 3 folded and inserted flyers
- Any #10 envelope with 1 or 2 folded and inserted flyers with a reply envelope.
- Any #10 envelope with a flyer, a coupon and a business card inserted.
- Catalogs, magazines, etc.
As you see there are various pieces, not to mention 6x9 envelopes, 9x12, etc.
There is something magical about opening envelopes you get in the mail, with checks, cash, money orders and credit card payments that doesn't compare with anything else!
If you decide to use direct mail marketing as a way of doing business, you will need to have a marketing plan, printed materials, mailing list, and time to get it all put into action!
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