1. Define your demographic or target audience
A basic requirement of any advertising campaign is to identify your target audience. In direct mail marketing, this becomes even more critical because you will be paying to mail cards, letters or catalogs. Making a mistake in targeting means wasting the money spent on each and every piece mailed. Define your demographic and ideal customer and/or prospect to build or purchase your list. Recipients can be defined by geography, income, occupation, habits, age, home ownership and many other criteria.
2. You know what your target audience wants and needs
Great direct mail campaigns are built on solid knowledge of the wants and needs of the target market. Do your homework and create a clear picture of your prospects’ tastes, budgets, style, communication style and culture.
3. Your layout and design must be appealing and easy to read
A big part of direct mail is the appearance. If you select the wrong font (or font size) or an unappealing color scheme, you could lose potential buyers with just one glance. Make sure your message is easy to read. Limit clutter, and offer an attractive layout targeted towards your audience rather than your personal taste.
4. Included a clear call to action
All the clever messages and beautiful images in the world won’t sell your product if recipients don’t see a clear call to action on your direct marketing piece. Ask readers to do something…call, visit, go to a website, rather than just offering information and images.
5. Send to Print-DFW.com for production and mailing!
6. Track & Respond
Make a GREAT first impression. Have your staff is ready and able to handle the influx of calls, e-mails, website requests or visits following a direct mail marketing drop. If necessary, have well-trained extras on call, in case the volume of response is higher than expected.
Good marketing of any kind depends on knowing what works and what does not. Make sure you have metrics in place to track the source of call and visits by marketing channel and specific campaign.