How to Use Direct Mail Marketing Effectively

Direct mail continues to be one of the most effective forms of marketing, even though technology has stirred many away from this power horse marketing tactic. Take a look through your mail slot and you will see how many businesses are still using the marketing technique. Although there is a simplicity to these little advertisements there is a science behind direct mail. The first is the Rule of '7'.

Difficulty: Moderately Challenging

Instructions

1. Direct Mail Marketing – Rule of ‘7’
   
   For every marketing campaign the foremost concept to keep in mind is the rule of 7. The rule of 7 is defined as – ‘A recipient must see your marketing message at least 7 times before they realize you even exist.’ This may sound harsh, and there definitely will be some exceptions to this rule, but the rule has been tried and is true. Taking one more time to stress the rule of 7's importance for marketing – ‘Most people will not realize you even exist before they have seen your marketing at least 7 times.’

2. Direct Mail Marketing – Plan and Design a Marketing Campaign
   
   Plan your direct mail marketing campaign with 8-10 mailings to go beyond being recognized and move in to being top-of-mind in your profession. To do this there are ways to get your promotional pieces seen and read.
   
   Design your campaign so there is constant contact with your customers and prospects. Keep in mind that they want to be kept informed, educated, or understand something about your product or industry. When it comes to your business you know:
   • how to perform in depth applications. Example: Follow-up a software purchase with advanced user tips and tricks so your customer will get more use from your program.
   • how to use your product that may be a complimentary use your customer hasn't thought of. Example: "Our anti-static dryer sheets can also be used as drawer liners to keep your clothes smelling fresh."
   • what your service includes besides what is customary. "As your Real Estate Agent I will show you houses, but also give you a tour of the surrounding community including schools, shopping complexes, restaurants, daycare, etc.
   Adding a special promotion does not hurt, either.

3. Direct Mail Marketing – Small Business Branding
   
   A positive result your business will receive from consistent marketing is brand recognition. This is a must in today's competitive world and it is not just for large companies. From the small business to large companys and everyone in between being recognized by your colors, logo, slogan, or picture means that your constant use of it in your consistent direct mail marketing campaigns is working. These direct mail pieces should be sent out at least once per month, if not more, and have your photo and/or logo prominently placed on them.

Tips & Warnings

• Today's consumers want to sample your expertise before they buy and they can easily compare you with your competitors. They want proof you know what you are talking about. Stay ahead of your competitors. Include informative information right on your marketing piece and consistently send out your direct mail marketing pieces at least 7 times.

Resources

• How to Keep Effective Direct Mail Marketing Campaigns within Budget