For at least a century, direct mail has been a potent and and reliable means of creating leads and sales for businesses all over the world.
In the last decade or so, as newer technologies like email and text have emerged, direct mail has had to adjust. While these more recent methods have their strengths (price, ease-of-starting-and-changing, etc.) nothing can match the power of a piece of tactile 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, utilize smaller, more targeted mailings in lieu of giant bulk mail campaigns, which generate relatively fewer responses per capita at greatly inflated costs, as compared to internet-based marketing.
Any direct mail campaign should include an offer which is presented clearly and quickly. Time-pressed consumers will probably only consider your offer for the length of time it takes to walk from their mailbox to their kitchen!
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.
To cultivate an existing lead, think about mailing a "state-of-the-industry" report or case study with charts and data every quarter. This information should be much more comprehensive than what would be in a typical e-newsletter. Call-out a typical objection made by prospects, then overcome it.
If you want to cross-sell current customers, create a direct mailer that makes a cogent case for your current customers to buy other 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 campaign, it's helpful to think about the DM piece as part of a larger marketing effort. Don't simply drop a mailing and sit back, waiting for businesses to call you. Instead, create a campaign that kicks-off the value proposition, then plan a follow-up call from a saleman, and an online demo sent via email.
These are just a few of the basics that should make your next mailing more cost-effective. Every mailing is unique, so leverage your own experience and results to improve future campaigns.
In the last decade or so, as newer technologies like email and text have emerged, direct mail has had to adjust. While these more recent methods have their strengths (price, ease-of-starting-and-changing, etc.) nothing can match the power of a piece of tactile 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, utilize smaller, more targeted mailings in lieu of giant bulk mail campaigns, which generate relatively fewer responses per capita at greatly inflated costs, as compared to internet-based marketing.
Any direct mail campaign should include an offer which is presented clearly and quickly. Time-pressed consumers will probably only consider your offer for the length of time it takes to walk from their mailbox to their kitchen!
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.
To cultivate an existing lead, think about mailing a "state-of-the-industry" report or case study with charts and data every quarter. This information should be much more comprehensive than what would be in a typical e-newsletter. Call-out a typical objection made by prospects, then overcome it.
If you want to cross-sell current customers, create a direct mailer that makes a cogent case for your current customers to buy other 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 campaign, it's helpful to think about the DM piece as part of a larger marketing effort. Don't simply drop a mailing and sit back, waiting for businesses to call you. Instead, create a campaign that kicks-off the value proposition, then plan a follow-up call from a saleman, and an online demo sent via email.
These are just a few of the basics that should make your next mailing more cost-effective. Every mailing is unique, so leverage your own experience and results to improve future campaigns.
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