Create A Successful Direct Mail Marketing Campaign

Direct mail refers to postcards, flyers, or even letters businesses send by postal mail to potential customers. While email marketing eliminated print and postage costs, a shift is happening. Anti-spam legislation and spam filters have caused many mainstream advertisers to change tactics.

As a result, the use of direct mail is on the upswing. This tool can be incredibly effective as long as you follow a few simple guidelines.

Direct Mail: The Basics

Direct mail is a direct-response form of advertising. Direct-response marketing is designed to produce an immediate response: a phone call, a web visit, or a sale. For example, an infomercial is a form of direct-response marketing. The message, "Call within the next five minutes, and you can save 30%," seeks a direct and immediate response.

Direct mail also seeks a direct response. You aim to pitch your product or service to customers and generate sales. While the customer may save your direct mail piece for later reference, chances are most won’t. A great direct mail piece delivers a simple message and a clear call to action. A postcard that says, "We are the leaders in the travel planning industry," does not create a call to action. On the other hand, a postcard saying, "Book your trip by Friday and get 10% off," creates a powerful call to action.

Develop Your Campaign Message

Here are the basic steps for developing your direct mail campaign:

  1. Determine what you will offer. Feature a product, a service, or a bundle of products and services. Decide what you want the customer to purchase and what action you wish to generate. All advertising campaigns start with this basic premise; direct mail is no different. Know what you want to accomplish.
  2. Think about visuals. This step is easy. Save your mail for a few days. Then, look closely at each piece of direct mail you have received. Identify which pieces caught your eye and why. Reflect on which pieces you skimmed over or tossed. Don’t try to reinvent the wheel. Learn from what works.
  3. Focus on benefits. What you offer is not important to a customer; the benefit they receive from what you offer is. If you sell water-purification systems, the headline: "We Provide a Wide Range of Water Purification Systems" does describe what you do but omits the benefit. Instead, the headline: "Cleaner, Safer Water – Guaranteed" describes a clear benefit.
  4. Refrain from assuming your offer is self-explanatory. Your customers may understand the basics of your offer, but if you hook them with a compelling headline, they will want to know more. Determine your average customer’s excuse not to buy. Installation? Delivery schedules? Long-term service? Consider what causes customers to hesitate, then work to overcome those objections.
  5. Focus on the offer, not on superlatives. Words like "amazing," "incredible," and "unbelievable" do not generate a positive reader reaction. Instead of using superlatives, clearly state the benefits of your offer. Instead of "store-wide savings," be more specific: "20% off all tools, this weekend only." Ensure the reader can immediately understand what he or she will receive by responding to your call to action.
  6. Always include a call to action. Follow a salesperson’s golden rule: ask for the sale. If you do not include a call to action, your direct mail campaign will only create greater brand awareness. Don’t simply list phone numbers; ask the reader to call, visit your website, or visit the store. Don’t assume they will get it. Ask.

Create the Piece

How you deliver your message can be as important as what you say. Postcards work well for most businesses, but not all. Postcards printed on high-quality paper will do the trick if you sell products. A letter may be more effective if you provide legal or financial services.

Think about the impression you wish to make. Then, figure out how to make that impression cost-effective.

  • Use paper stock to enhance communication. Paper quality is not as important if you sell bulk or discount items. High-quality paper will communicate your message more effectively if you sell high-end products or services.
  • Use color wisely. Color catches the eye, but make sure the overall effect is professional and pleasing. Choose one or two main colors consistent with your brand to ensure your direct mail campaign matches your overall brand perception. Then, think about how using other colors will enhance your message. In short, your direct mail piece should "feel" like your website, your stationery, and your overall business identity.
  • Consider postage costs. Bulk-sorted mail is cheaper than first-class mail, but you must understand and meet post office requirements. If you plan to mail thousands of pieces, consider hiring a fulfillment provider to prepare and sort your mail; the money you save on postage should cover their fees.

Also, consider the recipient’s first impression. If you provide high-end services, your customers will likely expect a personally addressed, hand-stamped envelope rather than generic bulk mailing.

Evaluate the Results

One advantage of a direct mail campaign is the ease of evaluating its effectiveness. Simply total the sales generated by the campaign and compare those numbers to the cost of running the campaign. You can quickly gauge whether the campaign was effective and whether you should change your message, offer, or how you create the physical piece.