How to Conduct Four Productive Direct Mail Marketing Campaigns

Consistency is key to the positive results direct mail marketing campaigns provide. You know you need to stay in touch with your customers and prospects but may run out of ideas of content or theme. Generate a campaign that will create consistency, with flair, so your customers and prospects will pay attention month after month.

Difficulty: Moderately Challenging

Instructions

1. 
    
   Direct mail marketing campaigns are read.

   With direct mail marketing persistence is a virtue. Your mail piece may find that one prospect that is 'ready to buy what you're offering right now', but in most cases the recipients of your direct mail marketing piece are those that are categorized as the 'buying in the future' or 'thinking about it' categories. Your persistence will pay off when prospects in those categories move to the 'ready to purchase' category. There are four types of direct mail marketing campaigns discussed in this article.

2. 1. Tip-of-the-Month Series
   
   A monthly mailing is the easiest way to achieve consistency. The content for those mailings should be something that you know a lot about. Your tips need to be related to what your product/service is. Think about what your customer would use or need either right before or after they buy your product. What issues are your prospects facing and think of several solutions (not just buying your product/service). If you're a Real Estate Agent, for example, one issue your prospect may face is a growing family and the house is too small. Your solutions would be tips about how to put on an addition, remodel, or find a larger house.
   
   Keep your tips relevant to what your product/service is and it will provide two benefits for you. First, you will be seen as an expert in your field. Secondly, you become a pre-qualified vendor in the prospects mind and they will be more inclined to work with you when they are ready to purchase what you're offering.

3. 2. Customer Loyalty Marketing Campaign
   
   This customer recognition marketing campaign identifies and rewards your existing customers by saying 'thank you'. It is suggested that you tone down the marketing when using this approach. When you're sending a 'thank you' leave the sales pitch off completely. This relationship marketing is very effective for your existing customers to keep you 'top of mind' and refer you to others.
   
   Target Marketing - Use this approach to single out your targeted prospects. Start by making them an exclusive offer your general mailings do not. Explain why they are receiving mailings from you and what to expect to receive each month. Keep the sales pitch in but the personality of your message should over shadow it.

4. 3. Pre- / Post-Sale Promotional Marketing Campaign
   
   Use this direct mail marketing campaign to follow your prospect throughout the entire purchasing cycle resulting in customer follow-up. This will create consistency, repetition and follow-up.
   
   Let's look at a window replacement example:
   
   A company makes a sale to replace several windows and sends postcards to other homes in the area announcing that they will be in the neighborhood. Once the windows are in (make sure your yard sign is in the front yard), the company sends another card to reflect this, and then begins mailing to the area on a regular basis. The company is now developing recognition in the target area. All postcards need a strong call to action providing the recipient a reason to contact them, see the house with new windows, or visit the company's website.
   
   With this marketing campaign you show prospects what you can do and then ask if you can do it for them.

5. 4. Direct Mail Marketing Campaign To Drive Prospects To Your Website
   
   Direct mail marketing postcards will drive prospects to your web page. The postcard informs your prospects about a free gift, great discount offer, or a Special Report on your website to get them there. Once they are on your website you want to keep them there. Ensure you have a content rich website with information that will be valuable to your prospect. With this promotional direct mail marketing campaign you draft a plan about when you will update your website and with what type of information. Use the postcards to announce your updates and the value to the prospect to visit again.

Tips & Warnings

• These are just a few of examples of direct mail marketing campaigns. Experiment to find a marketing campaign that suits your particular situation and services, and then see it through. You may find that a combination of these will produce new leads and generate increased sales.
• Direct mail marketing campaigns put your message and name in front of prospects for several months, or even years. The productive result will be that you are the first person they think of when they are ready to purchase. A direct mail marketing campaign is a way of saying "remember me."

Resources

• How to Create A Successful Landing Page

[ethoslogos]

on 3/1/2009 Nicely outlined direct mail marketing campaigns. Great job! 5*

[keytothestars]

on 2/28/2009 This an excellent, very detailed article. A sure way to stay connected with clients, thanks!