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Step 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 -
Step 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. -
Step 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.









Comments
sonni57 said
on 7/4/2009 Setting up a campaign for direct marketing can be a challenge as a newbie.