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Direct mail can be one of the most effective tools in your marketing arsenal. For many small businesses, it generates one of the highest returns on both time and money. So here's a few tips to get more from your direct mail efforts.
Do Target Your Mailings - Very Specifically. Direct mail works when the headline, copy and offers are compelling to the people you want to reach - and you can't create compelling messages with broad targets. Small subgroups with unique needs allow you to demonstrate value and talk their language - a key to getting the actions you want. So think smaller to get bigger results
Don't Limit Direct Mail to Postcards. Letters and flyers allow you to provide more information or tell a better story - so ignore the myth that short and sweet is always the way to go. And remember, use a PS in all your pieces - it's the most read copy in any direct mail.
Do Include an Incentive or Offer. Give people a reason to act - call, visit website, stop by your location. An offer doesn't need to be expensive, it just needs to be compelling for your audience. Here's a few to consider -- samples, money-back guarantee, free trial, coupon, money refund, special deal or savings, guarantee of service, unique reward or widget, or free information or help. Get creative and remember, include an expiration date to create a sense of urgency.
Do Include a Compelling Headline. It's important to grab their attention - whether you use a letter, postcard or other piece - to get them to read on. Make the headline 'speak to them' - another reason for a clear target! And remember - your company name is not a headline!
Don't Gloss Over the Copy. This is one of the most important parts of your direct mail piece - make it powerful. Highlight benefits, not features. Use bullets or short segments of information. Use sub-headlines with longer copy. Use questions to identify problems, then, demonstrate how you solve them. Write like you speak, conversationally. Minimize buzz-words and jargon. Support claims and be credible.
Do Have a Call to Action. Don't assume the customer knows what you want them to do - be clear about it. If you want them to call, say so. You can also include the call to action upfront, in the middle, and at the end -- or any combination.
Do Use a Good Mailing List. The best direct mail piece won't get you ideal customers if the mailing list isn't accurate or up-to-date. You can purchase a targeted mailing list, based on your criteria - or check out your local library. Many of them offer free access to Reference USA, a database of businesses and individual consumers, so you can create customized mailing lists.
Do Make Your Envelope Look Personal. Mailing labels, meter postage and non-personalized envelopes reduce open rates on direct mail, especially when mailing to businesses. Always personalize it with the name, use 'handwriting' fonts or handwrite the information and place a postage stamp on it. Include your return address - but consider replacing your company name with your name for a more personal look. It may cost a little more and take more time, but is easily offset by increased open rates.
Do Start Small. If using a new direct mail piece, try it out on a smaller sample before doing large mailings. This allows you to test the effectiveness and modify if needed. If your piece has already proven to be successful, (it generates viable leads) then systemize it - and send out a pre-set quantity each week to create a continuous flow of new leads.
Do Track Results. The only way you will know what works and doesn't is by tracking the results. How many pieces did you mail? How many responses did you get? There are a lot of methods for tracking results; but the easiest and most effective way is to get in the habit of always asking people how they heard of you (or what made them contact you).
Finally, remember this simple rule when it comes to direct mail and all marketing strategies - if it works, keep doing it. I am surprised at how often small business owners replace or change a marketing piece because they get bored with it - and assume their prospects and customers do too. The time to 'change' or re-think your marketing is when it stops working - meaning it no longer generates quality leads and return on investment for you.
Joan Nowak, Business Coach, Speaker and Trainer, helps small business owners and professionals create a business that is Simple, Fun and Profitable - so they get the income and lifestyle they want. Getting results quickly and breaking down complex issues into simple, easy to implement strategies for small business owners, is a hallmark for my business -- so clients achieve results quickly and easily.
Looking for some ideas to put more profit in your business -- and money in your pocket? Then check out my free 155+ Profit Building Ideas for Small Business Owners http://www.hybridbizadvisors.com
For more information, or to learn how we can work together to help you grow or transform your business, visit http://www.HybridBizAdvisors.com or call me at (856) 533-2344.
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