Dos and Don’ts if you are considering direct mail

Dos and Don'ts if you are considering direct mail- PEL HUGHES print marketing new orleans

Direct mail marketing to potential customers can be a very effective and lucrative tool in your marketing toolbelt. You just have to know how to use it to your advantage.

There are lots of DOs and DON’Ts when it comes to direct mail campaigns. Here are some of them:

DO:

 

  • Test and measure, then repeat – You have to start small, then measure the success before sending out more. Small could mean a couple hundred or a few thousand. It just depends on how big your business is. Are you tracking your orders and where the leads came from? This is how you measure the success of your first mailout. If the first mailout was successful, then you know it’s time for another, and maybe even a larger one this time.
  • Start with your existing customers – Do you already send them mailouts? If so, is it feasible for you to send them more?
  • Include a letter along with the brochure or other material you are sending out. Research shows it will increase your chances of getting a response.
  • Keep it simple – You have to very quickly and very concisely show your existing or potential customers exactly how they’ll be saving money or what awesome product they will be receiving. Too many details will only deter the client from reading more.
  • Create a customer profile – What are some of the shared characteristics of your current customer list? If you can come up with an accurate profile of your customer base, then you can better target your customers with the mailout campaign.
  • Offer incentives — discounts and free gifts are very effective in getting customers to take the plunge.
  • Give them a time limit — Make sure the offer has an expiration date. For example: Valid only through the end of November.
  • Make them more personal – This ties into your customer profiles and knowing your base. The more you can connect with them in your mailout, the better your chances are for a successful direct mail campaign.
  • Send multiple mailouts per year – You should consider mailouts at least five to six times a year for maximum results.

 

DON’T:

 

  • Forget to follow up – For those people who do respond to your mailout, it’s important to follow up with them, either with a simple thank you note or even another promotion.
  • Forget to proofread – Make sure your brochures, coupons, etc., look perfect and professional. One typo could cost you in the long run.
  • Mail to everyone – Just because you have their address, if you know that certain customers would not be interested in what you are offering, then don’t include them in the mailout. You don’t want to alienate existing customers who don’t fit the profile of this particular campaign.

At Pel Hughes, we offer amazing digital and offset printing services, knowledge of how to manage a direct mail campaign, and so much more. Let us know what we can do to help your business today.