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The Dos and Don'ts of Direct Mail

Direct mail can become an effective tool in your marketing cannon. A targeted populace quickly enhances revenue when informed of new products, services, sales, etc. Consider using direct mail in your own campaigns.

As with all things in business, there is a right way and there is a wrong way to conduct the process. The following article will address aspects of running a direct mail campaign, listing things to consider and to avoid.

Watch your dollars
A direct mailing will not cost you as much as a minute commercial during the Super Bowl, but it is wise to watch your dollars. Target a particular base of customers to hit with your direct mailing, but make sure they are a good candidate to buy again. Customers, who have spent a substantial amount with your company already, are good choice. Test a small number of people with your direct mailing and if it is successful, then release the rest of the mailers.

Test meticulously
Testing is an inseparable part of marketing. Employ your direct mailing on a small portion of your pool to see if the copy is intriguing. Companies often use postcards during direct mail campaigns. They do not offer a large area for writing copy, but the exclusion of an envelope will ensure recipients look upon your information.

Make it personal
It is a classy touch to make the direct mailing as personal as possible. Use the name of the customers throughout the copy and any other information that shows you added effort. For instance, you could mention appreciating their last purchase.

How will they prosper?
Tell the customer how they will prosper from making an action. Immediately let them know how they can benefit. Customers need prompting; do not talk about what you are offering, let the customer know how they will avail.

Avoid fluff
Avoid being verbose with your copy. You do not have to use a thousand adjectives to describe your product/service. As aforementioned, concentrate on telling the prospect how they will benefit from making the purchase rather than making yourself sound spectacular. Make the copy succinct and intriguing.

Mention the benefits immediately
Grand finales are great for movies, books, firework displays, etc., but not for direct mail copy. The recipient may not devote the time and attention to get to the bottom of the letter. Immediately let the recipient know why they should take action. Give them the goods first, and then let them know how to take action.



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