Direct Mail: A Few Simple Rules
For years, direct mail has been a powerful and effective means of creating leads and sales for companies the world over.
In recent years, however, direct mail has been forced to adjust to newer media, such as email and text messages. While these newer delivery methods have their advantages (cost, ease-of-launching-and-modifying, etc.), nothing can replace the impact of a piece of physical direct mail.
The research backs this up; in fact, direct mail is making a comeback of sorts in the hearts and minds of both consumers and marketers. But there are certain caveats to this success.
For example, focus on strategic, smaller targeted mailings instead of enormous bulk mail campaigns, which draw very low response rates at much higher costs than online marketing.
With any direct mail campaign, it's critical that you quickly introduce your value proposition. Consumers are more time-pressed than ever before and you probably only have the amount of time it takes for them to walk from their mailbox to their kitchen to make your case!
A well-designed piece should invite prospects to call or visit your website to view a demo, download a special report, or request a quote. Follow up with an email a week later for even more impact and increase response.
If your goal is to nurture an existing lead, think about mailing a quarterly "state-of-the-industry" update, or case study with charts and data - much more than you'd be able to include in a typical email newsletter. Highlight a standard objection prospects always raise.
To "upsell" current customers, develop a piece that delivers a compelling case for your current customers to buy related products and services.
Include a strong call-to-action; encourage customers to call or visit your website to learn more and buy.
For a business-to-business campaign, it's better to think about mail as an integral part of a larger marketing push. Don't just mail and wait for the phone to ring. Instead, plan a campaign that starts with an introduction via mail, then perhaps a followup phone call from a sales rep and a demo delivered via email.
These are just a few ideas to make your next mailing more effective. Each mailing is different so use your own experience and results to fine-tune future efforts.
In recent years, however, direct mail has been forced to adjust to newer media, such as email and text messages. While these newer delivery methods have their advantages (cost, ease-of-launching-and-modifying, etc.), nothing can replace the impact of a piece of physical direct mail.
The research backs this up; in fact, direct mail is making a comeback of sorts in the hearts and minds of both consumers and marketers. But there are certain caveats to this success.
For example, focus on strategic, smaller targeted mailings instead of enormous bulk mail campaigns, which draw very low response rates at much higher costs than online marketing.
With any direct mail campaign, it's critical that you quickly introduce your value proposition. Consumers are more time-pressed than ever before and you probably only have the amount of time it takes for them to walk from their mailbox to their kitchen to make your case!
A well-designed piece should invite prospects to call or visit your website to view a demo, download a special report, or request a quote. Follow up with an email a week later for even more impact and increase response.
If your goal is to nurture an existing lead, think about mailing a quarterly "state-of-the-industry" update, or case study with charts and data - much more than you'd be able to include in a typical email newsletter. Highlight a standard objection prospects always raise.
To "upsell" current customers, develop a piece that delivers a compelling case for your current customers to buy related products and services.
Include a strong call-to-action; encourage customers to call or visit your website to learn more and buy.
For a business-to-business campaign, it's better to think about mail as an integral part of a larger marketing push. Don't just mail and wait for the phone to ring. Instead, plan a campaign that starts with an introduction via mail, then perhaps a followup phone call from a sales rep and a demo delivered via email.
These are just a few ideas to make your next mailing more effective. Each mailing is different so use your own experience and results to fine-tune future efforts.
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