Direct mail is a type of direct marketing that is targeted to either a consumer or business or both based on a demographic or geographic market. This type of marketing employs letters, postcards, newsletters or even promotional samples that are sent in bulk via the post office or a direct mailing agency.
The guide to creating a successful piece of mail that converts to sales is discussed below.
Decide on your goal
The first step to any type of successful marketing campaign always lies in having a clearly defined goal for the campaign. The basic question will be what is the action that you are expecting from a reader and how are you going to achieve it.
Employ the right mode of mailing
Direct mailing has many options including postcards, catalogues, brochures, coupons, discounts and offers and even samples. All these are used in various manners to get your receiver to act.
Create your mailing
This is one of the most important steps in the process which can make or break your campaign. Now that you know your goal and mode, it’s time to get the right words on paper. Always remember it’s not just enough to convey the message, we must inspire the reader to first consider your letter and then act accordingly. Another important tip is the need to utilize the space wisely including the envelope. This is always better done by a professional copywriter or with ample copywriting knowledge.
Get a professional to do the design and print
Now that you have your proofread copy and content, it time to design and print your copy into post-friendly content. The presentation of the copy is almost as important as the content because it is one of the factors which ensures that the content is read.
Identifying your target market
Who will be receiving your mailing? Are you contacting past customers, current prospects or sending a cold mail from a bought mailing list? These are the questions to answer when you decide your target market. If you plan to get a mailing lists for sale, do your research before spending any money to make sure it’s an updated and quality list.
Do tests run of your mail
Send in a mini version of your actual mailing lists and track response and calculate your conversion rates. These rates can help you access and determine the success of your campaign and copy which helps reduce cost before your fully fledged campaign. Now, we have covered all basic steps to the making of a successful direct mailing campaign.