Direct Mail Marketing

Direct Mail Marketing refers to mail-order, direct correspondence, e-mail, websites, telephone marketing, or any method of marketing that links your company directly with the recipient; there is no middle man, it does not require a store – only a seller and a buyer. Direct mail is easily measurable. Record all the data that you send and receive so that you can easily identify which campaigns work best and the ratio of crucial leads versus actual sales. Direct-mail marketing allows you to

build brand identity
canvass prospects
grow brand loyalty
explore the opportunity to pursue a personal dialogue with customers, prospects and suppliers

A direct mail package normally comprises a specially designed dispatch envelope, lift letter (expanded testimonials from satisfied customers), sales brochure, response aid (order form, coupon, reply-paid envelope); and an incentive (gift) to respond quickly. Other items that may be included in the direct mail package are postcards, audio-tapes, video-tapes, flash sticks, and branded merchandise such as a key-ring, mouse-pad, coaster, coffee mug, t-shirt, booklet bookmark, door hanger, pen or promotional item made from seeded-paper. It helps if you have access to a mailing list of highly targeted recipients you’ll be sending your correspondence to the right people, which increases your likelihood of sales and makes the campaign cost-effective.

Direct Mail Marketing should be planned to have a long shelf life. What you should aim for is to have the recipient display your “branded item” (letter, brochure, postcard) onto their refrigerator where they can see it every day. Bulk mail might be an old way to advertise (perhaps even labeled as spamming) but it’s immediate, effective and successful. The challenge is to do something different to attract consumers’ attention – send direct mail to increase your sales and grow a loyal customer base. Add direct mail to your marketing mix. The right message will motivate your reader to take action. Here are some direct mail tips to create the wow factor: