How to Layout A Direct Mail Marketing Campaign

Direct mail marketing has been shown to be effective in reaching customers. This method is so effective that it has been around for centuries. Direct mail is a powerful tool only if your direct mail marketing layout is consistent. Use the following tips to ensure your direct mail marketing pieces will result in customers rather than in the trash bin.

Difficulty: Moderate

Instructions

1. Direct Mail Marketing Campaign - Frequency
   
   -Schedule sending out messages at least once a month.
   -Vary your formats or create a collection of messages you want to use. This will keep the attention of your recipient instead of annoy them.
   -Make sure the graphic changes with each mailing so that the customer gets a new message each time.
   -The objective of name recognition, product introduction, etc. remains the same throughout the campaign, just the message changes

2. Effective Direct Mail - Use the Correct Format
   
   -A headline that grabs their attention. More information about the importance and guidelines of headlines can be found here.
   -An eye catching graphic. The mail recipient will look at the picture and turn the postcard over to see what it about.
   -Your marketing message must be easy to read, informative, and valuable to the recipient.
   -Call to action must tell the reader what to do next, why, and what is in it for them. Do not assume they will know.
   -Contact information. Give them several ways to contact you including phone number, website, email, or invite them to your store.
   -P.S. is a time-tested staple. Sometimes people's attention goes directly to the end of the message. Make you P.S. powerful and recap the message in a few words.

3. Benefit or Value Statement for Your Target Audience
   
   -Direct mail marketing needs to provide a tangible benefit or value statement for the customer.
   -'If you were in Bob's head what would Bob want?', is the question you should ask.
   -Ensure you are providing a value statement and not just the features of your product/service.
   -Your information, offers, promotions, and any other message must be worth the recipient taking action on your direct mail marketing piece.

Tips & Warnings

• These are format ideas you can use to make a direct mail marketing plan work. Follow these tips to get your marketing campaign off to the right start and you will see an increase in customers, and thus, your bottom line.

Resources

• How to Draft Your Small Business Marketing Plan - Take The Time
• Direct Mail Postcard Marketing

[sonni57]

on 7/4/2009 Setting up a campaign for direct marketing can be a challenge as a newbie.