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7 Secrets to Winning the Direct Mail Game
If you want to find lots of new customers, here's seven things you'll want to be sure to check before you mail the first piece.
1. Look at your direct mail as your recipient will look at it.
This is much easier to say than to do. To create...
Catalog Tips For Business-To-Business Direct Mail Marketers
Can your business sell its products to other businesses using a
mail-order catalog? Probably. And make a profit? Maybe, as long
as you follow some proven guidelines. Here are a few of them.
Niche and grow rich
Your catalog...
Direct Mail Advertising; Email Is Not Like Postal Mail.
____________________________________________________________ Publication Guidelines: You may use this article as long as the byline, resource box, and links remain intact. If the article does not fit your Web site/newsletter guidelines, please...
Direct Mail Marketing: Is It Your Choice?
Direct mail marketing is a system of marketing that is directed at specific people. In direct marketing, the advertisement is directed to a specific individual. This is unlike marketing that is open ended such as a billboard or a television...
Increase Direct Mail Response Rates (And Revenue) By Segmenting Your List.
If you want to increase revenue using direct mail, you have two
options: sell more to the customers you have, or find new
customers and sell to them. The tricky part is knowing how to do
that.
I recommend that you start by segmenting...
Increase Direct Mail Response Rates With Double Window Envelopes.
Here's something to test.
Take your existing business-to-business direct mail package and
make just one change: put two windows on the mailing envelope
instead of one. Mail it and see what happens.
According to direct mail...
Reach Wealthy Prospects With Direct Mail Marketing And A Good List.
Do you need to reach wealthy prospects using direct mail? Then
work on your list. Who you mail to (your list) is the single
most important thing that determines your success.
There are two main ways to target affluent buyers: where...
Seven reasons to use direct mail for sales lead generation.
1. Personal Unlike an advertisement in a trade publication, which can be read by anyone, your sales letter arrives at your prospect’s place of business as a piece of personal communication from your mind to his. Also, unlike any other medium, direct...
Smart Alternatives to Direct Mail
From LAND OF ODDS
We at Land of Odds get many questions about what glue to use with rhinestones and other beading and jewelry-making projects. We're craftspersons and silversmiths, and we have a shop where we sell rhinestones, beads,...
Top 10 Tips for Growing Your Business with Direct Mail Postcards
Introduction: Why Use Postcards? If you've priced out display advertising or Yellow Pages listings, you know that they can add up to big money in a hurry. Quite often, these valuable promotional tools are beyond the budgets of many small and...
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Direct Mail Formats: How to Choose the Right One
Which pulls the best response, a postcard, a self-mailer or a letter? The answer, you’ll be irritated to know, is clear. It depends.
The success of your mailing depends on who you mail to (your list), what you promise (your offer), when you mail (your timing), and what you mail (your format and creative). Here are a few questions to ask yourself to decide which format is likely the best one to use for your next mailing.
Letter
Does your sales message need to come from one person by name? Does it need to be addressed to a person by name? Is privacy or confidentiality a concern? Then a sales letter inside an envelope is the way to go.
Postcard
Is your sales message short and simple, and designed to motivate your prospect to visit your website to hear your full pitch (and place an order)? A postcard is a good option.
Self-mailer
Do you need to illustrate your sales message while keeping printing and mailing costs down? Then try a self-mailer (a document that mails without an envelope, such as an 8 ½ x 11 sheet of card stock, folded once on itself and sealed with a tab).
Classic direct mail package
Do you have things to say that do not really fit in a letter (technical specifications, for example)? Is your sales message longer than 600 words? Does your prospect need to mail back a check or order form? Then a classic direct mail package is your best choice, consisting of a mailing envelope, letter, brochure, business reply card or order form, and business reply envelope.
Dimensional mailer
Do you need to reach C-level
executives in Fortune 500 companies? Executives who have mailroom staff and executive secretaries who screen their mail? Then a dimensional mailer may be the most effective way to reach their desk with your sales message. One firm recently mailed a portable DVD player in a high-end box, and enclosed a sales letter explaining that the executive could get the remote control unit (without which the player did not work) by meeting with a sales rep from the company who mailed the package. The response rate was high.
Catalog
Do you have a lot to sell? Do you need to show the color, shape or quality of your product? Mail a catalog.
Unaddressed flyer
Do you have a message that needs to reach everyone in a given geographic area, such as a business park, for the least amount of money? Consider mailing a simple 8 ½ x 11 sheet with copy and design on one or both sides.
Email
Do you have a short sales message for your existing customers? Send them an email (with their permission, of course).
Buckslip
Do you have a short announcement for your existing customers? Do you need to remind them about something? Include a buckslip in your next mailing. A buckslip is a slip of paper the size of a dollar bill, with copy and graphics on one or both sides, that is enclosed in a mailing envelope with other materials).
About the Author
Alan Sharpe is a business-to-business direct mail copywriter, lead generation specialist and publisher of “Sharpe & Direct: The B2B direct mail marketing e-newsletter.” Receive a free report when you sign up at www.sharpecopy.com.
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