Direct Mail

Direct mail (DM) programs can generate higher awareness and increase sales. Yet there’s so much bad direct mail that it is often simply called “junk mail.” So what’s the difference between direct mail that generates interest and response – and plain old junk mail? The experts have identified some common characteristics:

• It goes to the right people. Develop the most current, most precisely targeted mailing list you can. Begin by data mining customer and prospect lists; government, industry and trade associations often have member lists or other resources that yield good contacts. Quality is more important than quantity.
• It gets personal. No one responds to a generic mailer addressed to “occupant.” The more you can personalize a mailer, its contents and its message, the more replies you’ll receive. Studies show individualized mailers average 400 percent greater response than undifferentiated mass mailers.
• It gets noticed. Successful DM pieces don’t look like typical DM pieces. Instead, they use imaginative combinations of size, color, graphics, copy and features that make the piece stand out.
• It says the right things. Precisely targeted mailing lists let you perfectly match the message to the prospect. Instead of generalized claims, you can make specific promises and personalized offers to show you understand the prospect’s needs – and have the perfect solution.
• It rewards readers. Good DM gives the prospect a reward for opening the mailer. It can be a sample, a special offer, an exclusive discount or a private invitation – something unique that recipients would regret missing out on if they’d thrown the mailer away.