Direct Mail is a Powerful Tool

Posted: September 18th, 2012 | Author: | Filed under: Bindery, Mailing | No Comments »

Direct mail can be a powerful marketing tool.  But you need to approach the direct mail campaign with objectives, careful thought into how you will get your message across, and a few fundamentals. Here are some tips:

1. Send to a targeted audience

Direct mail is a more targeted approach of advertising. There are ways to narrow down your mailing list.  There are list rentals which can be broken down in ways ranging from geographical location to job title. Blue Hill Press can even provide a mailing list for you based on your specific demographic parameters.. You can also send a direct mail piece to your existing database of customers and/or prospects. Postage can be expensive, so Blue Hill Press offers an in-house mailing department where we CASS certify your mailing list and apply bar-coded addresses, so you get the lowest postage rate for automated mailing.

2. Offer an incentive to the recipient

There are countless ways to inspire people to look a little further. The right kind of message, an out-of-the-box approach, a simple incentive like a dollar bill, or a more complex give-away that will grab attention all are great ways to make sure your direct mail piece has some staying power.

3. Make it interactive

Direct mail no longer needs to be a one-way path for communication. Invite recipients to engage with you. There are numerous ways to do this, and an integrated campaign gives you the opportunity to use different channels to support each other. For example, your direct mail piece could entice people to join your Facebook page. Using QR codes to link to videos or to a live introduction from someone at your company can enrich what used to be a very two-dimensional marketing tactic. An interactive direct mail piece means a memorable direct mail piece.

4. Make sure you measure

For direct mail, the easiest way to begin to measure the success of your campaign is to incorporate a response mechanism into the concept. If people respond then you at least know that your piece was seen and that the recipient took enough time to actually engage with your message. See if the respondents are willing to take that next step and nurture them from there.

If you approach direct mail with thought, clear objectives, and ways to nurture leads and measure the effectiveness of the campaign, your company can realize many benefits. For assistance, contact Blue Hill Press.

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