How To

How to Use Direct Mail

Contributor
By eHow Contributing Writer
(2 Ratings)

If you're looking for a marketing tool that offers a multitude of advantages over more traditional methods, look no further than direct mail.

From Quick Guide: Direct Mail & Marketing Tips
Difficulty: Moderate
Instructions

Things You'll Need:

  1. Step 1

    Zero in on your target market by tailoring a campaign to reach only those who are likely to respond.

  2. Step 2

    Personalize advertisements by addressing them directly to each person on your mailing list.

  3. Step 3

    Coordinate your campaign so that mailings reach your target market when you want them to.

  4. Step 4

    Increase the cost-effectiveness of your marketing program. Invest your time and money wisely by marketing only to interested people. If cash flow is a problem, break your mailings into manageable groups and send them as you can afford them.

  5. Step 5

    Take advantage of direct mail's flexibility. Brochures, self-mailers, postcards and inserts are alternatives to the traditional sales letter.

Tips & Warnings
  • Make sure your research is thorough and that you have identified your target market.
  • Invest in a good mailing list that targets your market as specifically as possible. A great list might be more expensive, but your response rate will most likely be higher.
  • Test your market with a limited mailing before you invest in the full-scale campaign. Try different catchphrases and artwork. Track the responses for each different piece you send.
  • Direct mail is perfect for bringing in new customers, but you can also use it to keep current customers informed about new products and services.
  • You can cut costs by styling your own "pitch pieces" with publishing software programs.
  • Check with the U.S. Postal Service regarding postage costs and regulations for direct mailers. You might be eligible for second- or third-class rates. Be advised, though, that you cannot control the date of third-class delivery.
  • Check with the U.S. Postal Service on design specifications for direct mail pieces. Some designs and sizes are not eligible for third-class discounts.

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