Should You Use a Direct Mail Campaign?

Direct mail is not a new idea, but it can be a very effective part of your overall marketing plan. It is also one of the most cost-effective forms of advertising; with direct mailings you can reach a targeted audience for little money. Direct mail also has the advantage that you choose who you send your message to based on specific criteria that makes those people more likely to want your product or service.
You need to consider how large an audience you wish to reach and plan appropriately. A reasonable direct mail campaign averages a 3 to 4% response rate, an excellent campaign 5 to 10%. You can create your list in a number of ways depending on who your target audience is. It can be as easy as retrieving a list of past clients, using government statistic sites, or employing a reputable list provider. You don’t want a lot of return mail.
For example, different shapes, bright colors, or “fat” mail – something bulky in the envelope that feels unusual – can all be used to make your mailing something your target audience notices and remembers. If you’re unsure what to use, consult with your printer, they have plenty ideas for effective marketing pieces and the costs associated with each one.
The frequency of your mailing can make a big difference on the effectiveness of your campaign. The farther apart the mailings, the slower and fewer responses you will get. For many, keeping up with the mailers is the most difficult part of their direct mail campaign. Substantial lists can make it a chore to print, address, stamp and mail your marketing pieces. You may want to cut a particular mailer for your next campaign, or add a similar piece to get better responses.
A direct mail campaign is a smart, economical way to get your message out to a large number of potential clients/customers who are specifically suited to your product or service. A good list of addresses, interesting marketing pieces, and a reliable schedule are all you need to have a successful campaign.