Direct mail is not cheap, but sometimes it’s simply the best way to get the word out. Making sure it is effective, therefore, is a top priority. Before you even get to the writing and design of your postcard or letter or email, there’s some homework you need to do to boost the likelihood of success of your campaign:
Know your audience. While the Direct Marketing Association indicates that the average response rate to direct mail is now 2.61%, the use of a well-targeted list can drive that number up to 5% or higher. It’s worth your time to determine exactly who your target market is and mail just to them.
Know yourself. You should understand the value you bring to your customers – how do they benefit by buying from you instead of from your competitor. Make sure you know what it is that separates you from your competitors. These are the things a copywriter is going to need to develop strong copy.
What do you want? Spend time determining what your goal is for your direct marketing campaign. Is it to develop awareness of your company in the marketplace? Or, are you trying to generate leads? This, too, will figure into the copywriting effort.
Develop a compelling offer. Regardless of the goal of your campaign, you want the recipients to take some kind of action. By knowing what it is that makes your target audience tick, you can determine what it is that’s going to make them respond to your direct mail piece—is it a free sample? Or a DVD about how your product will increase their sales? Maybe a discount on their first purchase? Whatever it is, it has to be tantalizing enough for them to take action.
Start small. Sure, there might be 3000 companies you want to contact, but if your campaign doesn’t resonate with that target, you’re going to have wasted a lot of money to get few responses. Instead, test the waters by sending to 500. If the response rate meets or exceeds your expectations, you can move forward with the rest of the campaign. If it doesn’t, consider tweaking the offer or re-working the copy and then sending out to another 500.
Once is not enough. Keep in mind that sending out to the same target multiple times can increase the overall success of a campaign. Consider using a smaller list of prospects to which you’ll send multiple pieces. Mix it up a little, too, by starting with a letter, following up with a postcard and maybe even a phone call.
We all want to use our marketing budget wisely. Invest time in properly preparing for your direct mail campaign and the return on your dollar investment will show it.
