Whether you’ve never used direct mail or you’re looking to optimize your current direct mail strategy, we can help with some tips on budgeting and planning, finding your target audience, designing your mail-piece, and working with a printer. Image of seamless, inc. mailings sitting next to a calculator and pen on top of a notebook.
Get the point across with the right delivery.
You’ve got a great story to tell-now all you need are the right words. While you don’t have to be a professional writer to develop your message, there’s a subtle art to fine-tuning what you say in order to make it sell.
Follow these steps to craft an effective message…
The call-to-action tells your audience how they can respond to your offer. Once a customer is interested, you want to make it as easy as possible for them to do business with you.
The components of your call-to-action are the what, where, how, and when of your offer:
The right incentive is hard to pass up.
To increase responses rates, your mailing might highlight a special offer. An offer will not only help you track the number of calls you get because of the direct mail, its expiration date will help create a sense of urgency.
Some effective offer ideas…
Base the offer on who you’re targeting, whether it’s existing customers you’d like to see again, potential new customers who can benefit from your products or services, or a whole new market. Look through incentives you’ve received in the mail, and check out offers in newspapers and stores. Which were appealing and memorable; which seemed too good to be true?
Then ask yourself these questions…
Make it easy to respond.
You may invite your customer to your store or choose to provide your customer with a prepaid postcard, a phone number, an email address, or web site so that they can easily take advantage of your offer.
No design school required. You can make your whole campaign with some basic design software that has a variety of fonts, images, and colors. We’ve even teamed up with some easy-to-use web sites* that help you format, design, print, and send your mailing online.
*Private vendors may apply non-USPS charges
The design of your direct mail piece gets attention and helps prospects understand your message. Keep these elements in mind…
A strategically positioned photo or illustration can work wonders for your mailpiece, and it’s a great way to show off your featured product or service. Grab a digital camera and photograph your product, buy illustrations and photos from stock photography web sites for reasonable rates, or consider using royalty-free art.
Try using related-but still relevant-images to create a mood for your mailing. For example, a florist could show a smiling couple to express the joy flowers bring-instead of just showing a bouquet.
It’s easy to create and print your own professional-looking direct mail pieces with your own equipment or with an online service. A local print shop can give you a high-quality result, depending on your budget. To ensure that printing fees fit your budget, keep the following in mind
Get local printing resources and other information at the Printing Industries of America/Graphic Arts Technical Foundation web site.
Our Approved Postal Provider® sites make it easy for you to design a mailing and send an entire campaign tomorrow-with standard USPS® formats and postage services-all online.
Business mail, letters, flyers, postcards, and more-printed and mailed the next business day.
Get started at eDocpublish.com
Attractive postcards, countless images, create a mailing and send it the next business day.
Get started at eDocpublish.com
Design professional marketing materials for your small business online. Do-it-yourself or use our templates to create brochures, newsletters, calendars, and more. You can even upload and save your own mailing lists or create one using our online tools. Create materials based on your industry or your marketing strategy in just 3 easy steps…
Get started at eDocPublish.com
One of the biggest factors in planning a direct mail campaign is how much you decide to spend. Set a budget while you plan the campaign to stay on track and deliver your message cost-effectively.
|Components||Estimated Costs (10,000 Mailing)|
|Art & Preparation||$0.0975|
|Lettershop Printing Production||$0.0403|
Who is most likely to be interested in your product or service? Chances are, they’re a lot like your current customers. Use their characteristics as a model for a mailing list.
Save money and reduce environmental impact by pursuing your best prospects-why spend money on people not likely to buy? You can carefully determine the characteristics of your audience, tailor your message to match their needs and interests, and increase the chances that they’ll act on your offer.
A mailing list provider can help you find your target audience and supply you with mailing lists that meet your needs.
Find a Mailing List Provider
An effective mailing list is more than names and addresses-you can use it as a record of each person’s buying behaviors. Depending on the size of your list, you can keep track of their activity in a spreadsheet or use a contact management program to organize your customer database.
You can avoid unnecessary costs with a few preliminary steps…
To get commercial Standard Mail® and First-Class Mail® prices, you’ll fill out and sign a postage statement certifying that you’ve checked the accuracy of ZIP Codes within these timeframes…
With so many Americans moving each year, think how many might be your customers or members. Make sure the list you rented has accurate addresses-ask about its National Deliverability Index (NDI), which rates the percentage of addresses in a list that are deliverable. You can also use it to target certain address elements and save on postage.
When choosing a format, keep in mind how the message will unfold. The size, shape, and layout of your mailpiece can help you present your product or service and highlight its benefits, and feature a compelling offer.
|Brochures and Booklets||
|Flyers and Self Mailers Entry||
|Picture Permit Imprint Indicia||