Direct Mail is Cool Again
“Times are tight. We really have to slash our spending, but what do we cut?”
“Well, preferably nothing out of the marketing budget because that is exactly how you bring in more business. Keeping your foot on the gas allows you to keep your competitive edge during times of recession.”
“No, really, we need to make some cuts. What is the most effective, inexpensive way to tell my customers about my $9.99 red widget sale?”
“A combination of advertising, web presence and most importantly, direct mail.”
“Direct mail? I thought direct mail was dead.”
“Au contraire, my friend. Direct mail is alive and well.”
While I’ll never have a job as a playwright, I have, in fact, played out this same scenario probably about 100 times over the past year with potential and current clients.
Direct mail is still one of the most effective methods of capturing the attention of your market, especially when you are focusing on a specific item or event. Below are 9 tips that Andy Graf, Boettcher Communications’ Graphic Designer Extraordinaire, and I have pulled together.
1. Develop your mailing list. Previous customers are better than a purchased list, even if much smaller. It’s always easier to sell to those who know you and have bought from you in the past.
2. Target your audience. Your list may be extensive. If this is the case, number one, you’re fortunate – number two, consider subdividing your list. If you have a list of 1000 customers and half tend to buy blue widgets and the other half red, only send your $9.99 red widget sale postcard to the 500 red widget buyers. This cuts back on printing and postage fees plus reduces waste. Exception: you’re trying to cross sell the red widgets to the blue widget buyers.
3. Hire a professional designer. A professional designer will give you a much more attractive piece and is familiar with postal guidelines which can save you hundreds of dollars and a lot of frustration. Most will also coordinate your job with the printer and mailing house, if necessary.
4. Cover the basics – Who, What, Where, When, How and Why.
5. As with all marketing pieces, focus on the benefit gained rather than the product. How is the purchase of your item going to make the reader feel? How will it make their life easier, more beautiful, more enjoyable?
6. Create a sense of urgency. Add a call to action to your mailer and don’t forget a specific deadline.
7. Track your efforts. Direct mail offers an easy solution to the slippery slope of ad tracking. Use a coupon or a specific email to track your response.
8. Be realistic when it comes to response. Many people are surprised to learn that a 4% response (depending on industry) is the norm. With a good list you can raise that to 7%. It tickles me when customers start to worry about being swamped with orders from a single mailing!
9. Most importantly, your direct mail piece should be considered as only one part of the entire campaign. Customers are quicker to act when they are hit with an offer in a variety of ways. So, make sure your offer is on your website or included in an eblast, highlighted in your print and radio advertising efforts, and promoted via in-store flyers and by staff.
April Special
Boettcher Communications would like to offer 50% off the design fee of any new direct mail project through April 30, 2009. We'll help get you from concept to completion, increasing your visibility and boosting sales. Just email or give us a call to set an appointment.
Just click here for more information or call our office at (920) 818.0377.
Thanks for your time and have a super day!
Dina Boettcher
Boettcher Communications, LLC
101 N. 4th Avenue, Suite 105
Sturgeon Bay, WI 54235
920.818.0377
dina@boettchercommunications.com
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