5 Tips to Get Started with a Direct Mail Campaign

Screen Shot 2014-07-07 at 1.05.08 AM

“Four-fifths (79 per cent) of consumers will act on direct mail immediately compared to only 45 per cent who say they deal with email straightaway.” 

- CMO Council, October 2013

The number above may come as a surprise because it illustrates the effectiveness of direct mail marketing versus using email. Although many industries use email as a primary way to communicate with potential and current customers, it isn’t the only way to build customer rapport. Small businesses such as dentist offices, home cleaning services, and real estate brokerages still find a lot of value in sending letters and offers to interested residents.

They understand that not everyone will take the time to read their email. Whereas, people usually do take time to check their physical mailbox.

___________________________________________________________________________________________

As a small business owner, here’s the basics on what you need to do to get started with a successful direct mail campaign:

Acquire a targeted mailing list

The first step is to get a targeted mailing list to acquire new customers. Some people prefer to rent mailing lists from companies such as www.directmail.com and choose from a selection of consumer, business, and real estate related mailing lists. In addition, there is the option to customize the list to certain demographics like age, income, magazine subscribers, and etc. But, the huge con of list rentals are that they cannot be “bought out” completely.

An alternative to the traditional mail list rentals is BOOST’s feature of building your list from individuals who have already found your site and are already interested in your products and services. This type of lead list is based on customer intent, and will not cost you additional fees other than the monthly subscription fee.

___________________________________________________________________________________________

Getting inside your Customer’s shoes

After you have obtained your rolodex of names and addresses, you should think about:

  • What it is that you can provide them?
  • What do they need?
  • What can you offer them that they would value?

Most of all, write in  away that connects with your audience. Not necessarily ad copy, but perhaps a softer sell with editorial style writing containing elements of stories and testimonials.

___________________________________________________________________________________________

Enlist the help of a Print company

Even if the content of the direct mail piece is perfect, the presentation of it has to be just as visually appealing. Think of how you can make things easy to read, understand, and enjoyable for the customer. It could be little things from the pictures chosen to the font to the line spacing that have an impact.

In this case, if you have the budget, go ahead with a company who can help you design the perfect collateral for your campaign.

___________________________________________________________________________________________

Experiment with multiple offers

It makes sense to not just make one offer on the direct mailer piece but rather a couple different offers. These come in the form of coupons, special codes, and alternate placements in the direct mailer. For example, the ADT mailer below placed an offer at the top, and made sure to include two extra coupons along the right hand side. This gives the consumer the power to choose whichever promotion that would be most relevant to them.

Screen Shot 2014-07-07 at 12.58.13 AM

 

You want to make it easy to say yes. So along with putting offers in multiple places in the direct mailer, make sure you throw in a testimonial or two.

___________________________________________________________________________________________

Keep Testing

Even when you complete your first direct mail campaign, the work is never done. Goals should be measured to see if they were achieved or not. Some ways to track response rates could be through: 1) the number of coupons / codes used, 2) surveying people on the phone or online, 3) profit from conversions compared to cost of campaign, and 4) if they continued to become repeat customers.

If your mail campaign did not work the first time, it would be time to reassess: 1) if you approached the right demographic for your services, 2) type of offer you provided, and 3) marketing collateral you used. These things can be tweaked with some effort, and it is better to do so than to keep running an ineffective campaign.

In the end, it comes down to positive ROI in your campaign.

We would like to know what worked for your business and what didn’t work for your businesses when you got started with direct mail campaigning?

BOOST from Epic Playground provides patent pending technology to generate the perfect mailing list and measure the effectiveness of your direct mail campaigns. See how geolocation can help BOOST your direct mail sales!

 

Read More

Boost Blog Intro

Welcome to the Epic Playground (BOOST) Blog!

The BOOST story:

BOOST was born from the desire to improve lead generation for direct mail. For decades, industries have done things the old fashioned way – buying or renting mailing lists. How do you know if the people on the list will actually be interested in purchasing the product/service you are offering? Enter BOOST. BOOST methodically builds a mailing list from your existing web traffic. It’s about time to revolutionize direct mail!

Our background:

Epic Playground was born in Boulder, Colorado and is a Techstars Cloud 2012 alum. Today, our home is in the burgeoning tech scene in Dallas, Texas. Michael Sitarzewski, our CEO, is a passionate Dallas Startup Evangelist—you will find him hosting #BigDOCC, Dallas New Tech, and participating in House of Genius Dallas.

Bob Main leads operations from Fort Collins, Colorado. He brings nearly two decades of sales and operational experience to the team.

What you can expect from us:

We will cover topics on direct mail, lead generation, offline retargeting, and geolocation. Once a week, information will be presented in the form of tips, advice, and use cases. As we learn more about these sales and marketing strategies, we will share what we’ve learned. There are plenty of valuable new tools, techniques, and trends. Our goal is to help you understand how to use these new tools and techniques to bring more value to you and your customers.

Your role:

We’d love to hear your feedback through comments, email, phone, and social media. Feel free to suggest to us what you would like discussed (and showcased) in upcoming articles. In the meantime, keep us bookmarked or add our RSS feed, and share our blog with a friend or two. The more the merrier.

 

Until next time…

The Epic Playground Team

 

Read More