Tips For Running A Successful Direct Mail Campaign

Direct mail is a good choice of marketing if you have a good offer, a list of highly targeted prospects and your timing is right.

Untapped potential

Direct mail is usually used to sell products or services to cold prospects but it can be used to build relationships with existing clients. Sending them some useful business information - a change in law that affects their business, news updates, product services information that may be of interest and the like - shows that you care about their business and that you are professional and knowledgeable about their industry or sector. It is also a clever "softly, softly" marketing ploy to introduce them to the breadth of your products and services and gives you an opportunity to cross sell.

A checklist of useful tips

Pre design

• Evaluate your competitors' promotional material.
  
  
• Identify your target audience.
  
  
• Think through all the possible uses of your mailing before it is designed.
  
  
• If hiring copy writers, designers, printers or lettershops, see samples of their previous work.
  
  
• Get input from your printer on your direct mail package.
  
  
• Ask for recommendations for good copy and design people from a business who has mailed successfully.
  
  
• Ask your printer about paper options.
  
  
• Make all changes before typesetting.
  
  
• Get another pair of eyes to proof copy.
  
  
• Make all changes before typesetting.
  
  

Pre mail out

• Order your mailing list early.
  
  
• If planning to use self-mailers, check with your Post Office on postal rates and design before preparing artwork & back up the reply form with the key-coded mailing label.
  
  
• Make sure the database or list you are using is reliable.
  
  
• Have a toll-free 0800 or 0500 number.
  
  
• Set up a telephone answering procedure to deal with the incoming calls.
  
  
• Ensure the timing is correct - be aware of holiday periods or delivery in the wrong season.
  
  
• If intending to email get people's permission first.
  
  
• Be at the printer when your brochure is being run to check the quality.
  
  
• Before preparing a reply card or envelope, check with the Post Office.
  
  
• Get realistic timetables from your suppliers.
  
  
• Mail several pieces to yourself to determine the timing.
  
  
• Test different copy on sample markets.
  
  
• Have back-up suppliers you can call on in case of an emergency.
  
  
• Discuss list selection with your mailing list professional.
  
  
• Send to the person who influences the purchasing decision where possible.
  
  

Design

• Put benefits on the reply card, in the P.S. and on the outer envelope.
  
  
• Use the last part of the mail to assure the reader of your no-risk guarantee.
  
  
• Keep all information to one side of your brochure.
  
  
• Break up long copy with graphic devices.
  
  
• Consider a coloured background.
  
  
• Put a photo of your product on top of your letter to increase response.
  
  
• Use typefaces that are easy to read.
  
  
• Use capital letters, bold facing, underlining, hand-written notes, colour and paragraph indents.
  
  
• Use hand-written notes to summarise key benefits of your offer.
  
  
• Make “FREE” stand out.
  
  
• Repeat your offer and benefits on your reply card.
  
  
• Use your envelope to sell as well as encourage the reader to open it.
  
  

Copy

• Ensure your content is relevant and of interest and benefit to the reader.
  
  
• Start your letter selling immediately. Don’t give a history or use humour.
  
  
• Keep the sales pitch positive and benefits driven.
  
  
• Be as specific as you can - don't generalise.
  
  
• Don't confuse features with benefits - benefits are the reason people will buy or contact you etc.
  
  
• Write persuasively stating as many benefits as possible and link benefits with key features.
  
  
• Keep the sales pitch positive and benefits driven.
  
  
• Include the price so the reader can look at it in light of the benefits being offered.
  
  
• Personalise your direct mail if possible, this is so much more effective than Dear Sir/Madam.
  
  
• Keep your paragraphs short and your copy as simple and short as possible.
  
  
• Write your copy in plain, simple English - no buzz words or jargon.
  
  
• Have a logical sequence and flow to the content.
  
  
• Use an active not passive voice.
  
  
• Break up copy with sub headings.
  
  
• Use bullet points.
  
  
• Use key words that will interest and motivate your target audience.
  
  
• Don't overuse bold text - use it for emphasis.
  
  
• Use capitals, italics and underlining sparingly.
  
  
• Ask for the order right away and make it easy for your customer to order.
  
  
• Encourage immediate action - encourage readers to take the next step. For example give an order deadline for a free gift.
  
  
• Use testimonials with a name, title and affiliation attached to the quote.
  
  
• Your message should encourage repeat business.
  
  
• Make sure your content and tone speaks to all of your potential customers.
  
  
• Encourage your reader to respond in the beginning, middle and end of your mailing.
  
  
• Guarantee the customer’s satisfaction.
  
  
• Put an important message into the PS - this is one of the most frequently read parts of any mailing.
  
  
• Restate your offer near the end of your letter.
  
  
• Highlight your phone number and give the reader a reason, like a free gift, to call.
  
  

The offer

• Your offer should be the most prominent copy in your piece.
  
  
• Hook your reader's immediate attention - make your offer irresistible and easy for them to understand and to reply.
  
  
• Your offer must induce the reader to respond now. Offering a free gift will increase response.
  
  
• Highlight the free gift prominently.
  
  
• Ensure the offer is easy to understand and respond to.
  
  
• Support your claim with details to add credibility.
  
  
• Eliminate risk, offer free trial or guarantee.
  
  
• Tailor the offering and reach the right target - a lawn mower offer to residents of a high-rise apartment block is a costly mistake.
  
  
• Eliminate the risk with a free trial period and assured nation-wide service.
  
  
• Delivery of your product must be easy and economical.
  
  
• Take credit card orders.
  
  
• Offer your customers to pay by instalment.
  
  
• Response options should be open to phone, fax, email and mail.
  
  
• Get the readers involved by tearing out a coupon or answering several questions.
  
  
• Increase response with a deadline.
  
  
• Introduce an add on product as a free gift with the purchase of a current product.
  
  
• Encourage immediate action. Give an order deadline for a Free gift.
  
  
• Offer free information, free demonstrations and free samples.
  
  

Trial the offering

• Test - send out in batches - and refine before delivering the final mail.
  
  

Follow up

• Evaluate your results - the most obvious being how many people bought your products and /or service. Also consider how many people become immediate prospects, how many people gave you permission to send them emails and what's the lifetime value of your new customers?
  
  
• Follow up mailing with a personal phone call.
  
  

General

• Prepare another new campaign that links to the previous one.
  
  
• Expand your supplier network by asking your suppliers to recommend others.
  
  
• Continue to develop new offers to test against your current offer.
  
  
• Maintain a list of customers and inquiries as an in-house list. This is the best list you will ever use.
  
  
• Store all your customer and inquiry data on computer.

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