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Direct mail is the oft under-used great uncle to email and telemarketing. It is not right for all types of businesses (as it can be pricey), and there are rules that a person must abide by to safely ensure a high rate of campaign success. One critical rule of thumb to follow and rarely deviate is to observe and closely measure your costs. While direct mail marketing can be very effective, it is important that you know it can also be very expensive.
Even before you start your new direct mail marketing campaign you should take the time to measure how much it costs down to the cent to print, and mail out a single postcard (or whichever format you have selected for your marketing campaign). Of course, most often you will be purchasing, printing, and shipping in bulk. However, if you do not take the time to take a step back and look at your actual cost on a per-sale basis, it can be very easy to lose all sense of your ROI.
Many individuals select whats known as a "shock and awe" direct mail strategy. Usually, the circumstances under which a "shock and awe" strategy is appropriate is when the leads have already been verified by some criteria as highly-qualified, and usually it is preferable that they contacted you directly at some point. If the services your business is offering is one of a particularly high profit per customer ratio then it may be appropriate to send them higher quality media by mail. This could be a DVD, a pamphlet, or even a paperback or hardback book.
How do you ascertain how well your mail campaign is performing for you? There's a number of methods. If the order will be placed by phone there are many useful services available that will provide your business with a special, toll-free phone number that you can dedicate specifically to just your direct mail campaign. From here you can track the number of phone calls you get from any given mailing. This is all accomplished without ever having to ask the customer that age old question: "how did you find us?"
Alternatively, if the direct mail campaign instructs people to a website to place an order, then this too allows for a certain amount of tracking. You can give them a special website address that keeps track of conversions or "sale". Often the appropriate way to do this is to buy a brand new, custom domain address that may actually be remarkably similar to your normal address except for some relatively small alteration like going from a.com address to a .biz one.
Thanks for taking the time to read about direct mail marketing strategy. Please take a few moments, if you have them, to view the links which helped to make the writing of this article possible: OB cues, and billiard cases.
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