How to Use Direct Mail

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

Difficulty: Moderate

Instructions

Things You'll Need:

• Laser Printers
• Market Research Calculators
• Postage Stamps
• Office Supplies
• Postage Scales
• Computers
• Database Software
• Mailing Lists
• Publishing Softwares

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

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

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

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. 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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