Create a Great Direct Mail Campaign

Direct mail is a useful marketing tool to get your message to your customers. Whether you want to announce a new product or lure customers with a great sale, direct mail is the perfect device to do this.

Whenever you create and send a direct mail piece, there are several steps you must take to ensure a successful campaign.

1.Write a budget. Do a little math to determine your Return On Investment or ROI. This will allow you to assess whether the cost of the mailing will be worth the time and cost to you. Your budget should include all costs including writing, designing, printing, postage and labor. Consider the following example:

You’d like to mail 5000 pieces to announce a new product in your line. With design, printing and postage your mail section costs you $3000. If you demand the average response rate of 2%, you will win 100 people who purchase your new product. If your product costs $100, that will give you net sales of $10,000. You now subtract the total cost of your mailing and arrive at a net profit of $7,000. Finally, divide the rep profit ($7000) by your total cost of mailing ($3000) and multiply by the number of responses (100) to give you an ROI of 233%.

2.Build your mailing list. Experts agree that one of the most important parts of a great direct mail campaign is having the right mailing list. Whether you build your list in-house from your customer database or purchase your list from a mailing list vendor, be sure to know your customer demographics. This will assign you money by ensuring that your message gets into exactly the upright hands.

3.Compose your piece stand out. When designing your mail piece, take care to make your letter the one that gets opened. There are several things that will make your piece stand out.
When designing your mail piece, lift care to make your letter the one that gets opened. There are several things that will make your piece stand out.

Use real stamps. Stamps beget mail seem more personal. Have your lettershop where you have your mail part assembled put them on for you.

Choose your font carefully. Consumers like to rep mail that looks handwritten. Choose a typestyle that looks like handwriting.

Contemplate size and shape. A piece that is larger or a different shape will make your message stand out.

4.Keep their attention. Make sure the message on the inside is just as appealing as one on the outside.

Exercise a Johnson Box. A Johnson Box is prominent text at the top that is surrounded by a box or border. This is where you want to place the most important part of your message.

Add handwritten notes in the margins. Call out an important point in your message.

Consider adding a small gift such as a coupon or sample with your mail share.

Don’t forget the answer card or order blank. Make it easy for your customers to take advantage of your offer.

5.Prepare your piece to save money on mailing. A few simple guidelines will save you money on postage.

Employ standardized addresses. Verify zip codes and use the standard postal abbreviations.

Add a barcode. This allows your mail fragment to be processed on automated equipment at the post office.

If your mailer is more than 500 pieces, but not able to be sorted by automation, pre-sort them according to postal guidelines to take advantage of the non-automation rates offered by the postal service.

Don’t forget the reply card or order blank. Make it easy for your customers to take advantage of your offer.

These are only a few points to consider when planning a pronounce mail campaign. Although this is just a brief overview, these tips will bring you a lot closer to a successful mailer.