Direct mail tips
Creating a name for your business in any industry can be incredibly difficult. One way to let your customers and your competitors know you exist is to engage in direct mail marketing. Direct mail can get expensive so one of the most important things to recognize with direct mail is to get a good mailing list.
Your mailing list should include individuals that are members of your target market. You must look for people that have a genuine interest in your products or services. A lot of companies decide to buy mailing list while others work hard to compile their own mailing list. Most mailing lists will consist of people that have purchased products from your company in the past. These individuals will make up about 80 percent of your business so it is important to continue marketing to them so you can remind them of the positive experience they had with your company.
To create a great direct mail marketing campaign, follow these tips:
Tip # 1 - Learn to stand out
The first thing you need to learn is how to stand out from your competition. Your customers must be able to quickly identify your direct mail marketing pieces from your competitors and it needs to stand out. This doesn't mean you just need to work on picking the right colors; you need to have the right designer to make the direct mail piece in the first place.
Finding a designer that can capture the entire message of your company is essential. If you don't have the money to hire a graphic designer, your other option is to look for a freelance graphic designer. Perhaps over time you will be able to convince them to come and work for your company if they are able to capture the message of your company through creative direct mail pieces.
Tip # 2 - Generate response
In order to launch a successful direct mail campaign, you must have the ability to generate a response from your target audience. Asking questions in the direct mail piece is a great way to generate a response. Another way to generate a response is to inspire them to call you or go to your web site to learn more about the company or your products.
Tip # 3 - Catch their attention immediately
One of the best ways to generate a response and to stand out is to use bold headlines, white space, and keep your text to a minimum. White space makes the direct mail piece appear clean and organized. Bold headlines quickly draws their attention and tells them that "this is important". Be clear with the overall message you would like to say and don't confuse your customers by trying to say too much in a small flyer.
Tip # 4 - Be unique
The job of a graphic designer is to think outside the box. Ask your designer to come up with 3 or 4 different designs that you can choose from. Creative direct mail pieces will attract the attention of your target audience quickly and it will make you stand out from your competition.
Tip # 5 - Consistent
One of the easiest ways to make your direct mail piece succeed is to be consitent with your message. Take a look at some of the top companies and how they market. Let's take Nike for example, they use one of two things to market their company, their trademark logo the swoosh and the phrase "just do it." This simple consistency in their marketing messages reminds you of their company and you know what to expect. Always place your logo on the direct mail piece as your customers will be able to identify with it quickly.