Direct mail, like any other advertising or marketing medium, has its own list of inviolable do’s and don’ts.
Not that certain rules weren’t meant to be bent, if not broken, but there’s always a good reason or two why something became a rule in the first place. Take these tried and true tenets of direct mail marketing:
- Unless you’re offering something completely irresistible, like free tickets to a concert featuring your favorite performer, don’t expect to accomplish your goals with a single mailing. Direct mail works best with multiple mailings to the same list.
- You’ll almost always get a greater ROI when mailing to customers vs. prospects.
- Make an offer – because without one, it’s technically not direct mail.
- Since direct mail is a “prove it!” marketing medium, long copy is not a handicap. Sometimes, in fact, it’s a necessity. As such, write as much as needed to make your point, but use short words, sentences, and paragraphs. Bullet points also increase readability and retention.
More Direct Mail Must Haves
Before committing to a direct mail campaign, act like every dollar counts. Since it usually does, that shouldn’t be too big of a stretch.
Speaking of money, set a budget, but take it a step further. Calculate how much revenue you need to generate to make your effort worthwhile when compared to campaign costs and what you could expect to gain using marketing tools other than direct mail. That step is worth a blog or two all its own, but let’s continue with what you need to ascertain before dropping off your letters or postcards at the post office:
- Do I have a high quality list?
- Have I identified a key buying need or interest?
- Does my product or service satisfy that need, and have I made that clear?
- Is my offer strong enough to trigger a buying decision?
- Does my mailing include one or more proof statements, such as a testimonial or an attributable quote from a recognized industry expert?
- Have I given my prospects a choice of at least two ways to reply?
- Does my offer have an expiration date – it should; otherwise, you can be suspected of advertising your regular price.
If you can answer “yes” to each of these questions, you’re well on your way to becoming a master of the direct mail craft – heck, maybe you already are. But, if you’re like the rest of us, it’s good to reconnect with the rules and guidelines of direct mail every time you plan a new campaign, just to be sure you’ve checked all the boxes.
For the help you need to obtain maximum value from your direct mail efforts, contact IMS Advertising today. We welcome the challenge!
