Direct mail marketing is a highly effective way to develop a lead generation system. Success in direct mail marketing can be impacted by dozens of factors, but there are three key areas that are critical to address. We have outlined the most important areas to focus on in the development of your direct mail campaign.
The List – In any direct mail effort you will need a mailing list. This may be an internal “house list”, or may be a purchased list. The foundation for success is that you have accurate data. Allegra Print & Imaging can help support you by either sourcing a mailing list for you, or cleaning your existing data. The Allegra mail department has robust software that integrates with the USPS. This software allows us to clean your list by removing bad addresses, and updating records that have a mail forwarding on file.
The Creative – After cleaning your data you can be assured that your mail piece will arrive at the recipients home or place of business. Getting there is only part of the battle. Once the mail has arrived, you must get the receipient to pay attention to your piece rather than the other fifty items in the mail box. A good design will help you accomplish this. The best designs are clean, and engaging. Trying to do too much on a single mail piece is a common mistake. Keep the message clear, and do not try to accomplish anything more than getting the recipient to respond.
The Offer – If you want to drive results make sure you have a strong offer. Every day people are bombarded with thousands of marketing messages. If you want them to respond to yours you have to give them a good reason. Offers may include things like a free trial, special gift, or discount. The stronger your offer the better your response. The right offer sent to the right person at the right time will never be considered “junk mail”. Your job as a marketer is to ensure that you have followed these simple principles to achieve success.
A more comprehensive marketing guide is available for free download at AllegraDownload.com
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