We all get them, almost every time we go to the mailbox; those little postcards, fliers, coupons and free trials that we lovingly refer to as “junk mail.” However much we complain about that mail, we always feel good that there is something in our mailbox when we open it and we all actually find ourselves perusing the “junk mail” to see what is out there.
“Junk mail” is a slang term for the most common form of direct marketing in use today, Direct Mail. Direct mail, by definition, is a communication delivered by the post office to all postal customers in an area or to all customers on a list.
Direct Mail has Super Powers
Direct mail is a very powerful tool in your direct marketing and is an ideal way to reach a targeted audience vs. advertising. You can direct where offers or “call to actions” are going and who they are reaching. You can also test different offers on different parts of your target list and you can see which one does better, allowing you to design your marketing efforts to be the most effective. Finally, it is inexpensive and easy to keep changing.
Direct Mail Points to Ponder
Remember, to get the most out of your direct mail campaign, you need to make sure that you follow a few guidelines. One of the most important things to do is to make sure that you have a proper and smart target list. For example, if you are a pet grooming service; including residents of an apartment complex that doesn’t allow pets is probably not the best use of your time, money and resources.
Also make sure that your message and design is clear, concise and attention-grabbing. Most Americans, it seems, suffer from a case of constant attention deficit and you need to get your message across very quickly. If you include a call-to-action, it should be simple and easy to track by you and your staff.
Finally, if you have any questions about how to incorporate an effective direct mail campaign into your marketing efforts; pick up the phone and give us a shout and we will do our best to give you answers.
*Photo by Vards Uzvards