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The three basic steps to the direct mail marketing process

Follow these three steps when preparing your direct mail marketing campaign and you, too, can easily reap the rewards of this very efficient, cost-effective advertising/marketing tool!
  1. Determine your offer and plan your campaign
    • What do you want to tell people about?
    • For example, are you having a sale, asking for a donation or want to promote your company's capabilities?
    • How often will you mail to your audience?

    2. DON'T ASSUME EVERYONE WHO RECEIVES YOUR PIECE WILL RESPOND, call or come in for your event or campaign. Industry statistics show an average of 1 to 4% response rates for a well-produced direct marketing campaign. Just like any other form of advertising, you need to develop your brand by mailing frequently.

  2. Identify your market
    • Are you using an in-house database only?
    • Do you need a new mailing list acquisition?
    • Do you want to merge/purge your in-house database with a new mailing list acquisition?

    3. MAKE SURE YOU KEEP YOUR IN-HOUSE LISTS UP-TO-DATE. Remember, those people have already purchased from you in the past, so as long as they received value out of their purchase and you treated them well, THEY SHOULD BE RECEPTIVE TO COMMUNICATION FROM YOU ... AND WANT TO PURCHASE FROM YOU AGAIN!

  3. Design your mailing creatively and strategically
    • Does your design tailor toward your target audience?
    • Is your offer clear?
    • Have you taken postal regulations and mail preparation needs into consideration?
    • Should you use a non-traditional mailing container, like a bag, box or tube?

    4. DON'T MISLEAD THE READER - get his or her attention quickly and highlight the benefits of your product or service in a straight-forward manner.

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