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What is Direct Mail Marketing?

My guess is that most business owners below 35 years old have never thought about running a direct mailing campaign for their company. The idea of spending marketing dollars to print thousands of sheets of paper to mail to large numbers of people is a crazy thought for younger entrepreneurs who grew up in a paperless world. It’s not hard to see that electronic communication is becoming more popular in business and the world at large. Is direct mail marketing effective?

If you’re going to do direct mail, you gotta do it right

Before you dismiss the idea of a mail-marketing campaign, however, it’s worth reading this blog post. Direct mail is a strong tool in your marketing arsenal, even though it’s a dead-end in the modern world. However, it can still be very effective if done properly and intelligently. Here are some tips to help you when running a direct mail campaign. We recommend that most business owners adopt an electronic/Internet-based marketing strategy. However, direct mail can still deliver solid results.

After your target list has been established, it is important to invest a lot of time in finding a great deal, even if you lose some money. It’s important to increase your customer base. This will allow you to reduce your profit margins. After you have a carefully crafted list and an incredible offer, you can start to think about design, copy, delivery rates, dates of delivery, and size of the mailer. There are many other options, but the 40/40/20 rule will help you see the importance of your audience and offer.


    Why Direct Mail Marketing Works

    1. Use the 40/40/20 Rule

    You’re familiar with the importance of planning, creating a comprehensive and well-thought-out plan, and then following through. It’s the same for direct mail marketing. The tried-and true approach to this tried-andtrue method is the 40/40/20 Rule. The 40/40/20 rule states that your direct mail marketing efforts will have a significant impact on your success. 40% will be determined by how effective your mailing list, 40% by how compelling your offer, and 20% from all other factors (design, copy/text, images, delivery date, method, etc. ).

    Do not waste your time with design

    This is more of a guideline rather than a rule. However, it will help you to determine where your efforts should be when you are launching a direct mail marketing campaign. Many business owners spend too much time trying to create the most attractive, eye-catching, and flashiest design. Then they rush to make the offer and the list of people to send it to. This is one of the biggest mistakes in a mail marketing campaign.

    Be clear about who your audience is

    You don’t have to send promotional materials to people under 55 if your store offers a limited-time discount for Life Alert bracelets. If you don’t have unlimited funds, blanketing a specific area or zip code with your offer can be a waste of money.

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    Creating a Direct Mail Campaign

    2. Try the Market

    This is related to the 40/40/20 rule. Even if you have a well-defined target list, it won’t be enough to know how great it really is until you actually test it. This is less important if your business is located in a small community. However, it could be critical if your business is located in a large or medium-sized city. As an example, even though you know the Life Alert bracelet is for seniors, it’s not advisable to send it out to anyone over 55 in a large city like San Francisco. You should instead choose one or more small areas to test the market. Start small, and track the effectiveness and return on investment every step of your journey.

    It is possible to run multiple tests to determine the best combination of offer, audience, and design. Before you send it out to the world, make sure to only change one variable. Otherwise, you will not know why.

    3. Make a great call to action

    This is connected to the second 40 of the 40/20 rule. You’re probably starting to understand why this was included up front and why it’s widely considered the gold standard in direct mail marketing guidelines. It is acceptable to target impressions with other marketing or advertising forms – a billboard placed in high-trafficked areas or a TV spot that is more teaser-like in nature can sometimes help to educate the public about your existence. This is the first step to getting them to take action. Direct mailings are a great way to get people to take action.

    It doesn’t need to be a sale, discount, or offer. It could also be an advertisement for a contest, promotion, or incentive to take part in an online survey. No matter what the call to action is, they must be called to action. Direct mail is not the best way to inform people about your presence. It’s too costly, time-consuming, and difficult to track metrics to get simple impressions.

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    Direct Mail Marketing Costs

    1. Failing to proofread/Quality control

    This is the most important element of the 40/40/20 rule. A typo, obvious formatting problem, or poor quality print will quickly make your direct mail marketing go to the trash. If you’re writing the copy, be sure to not only proof it yourself but also have some of your more linguistically-inclined friends and colleagues give it a once over, not only for grammatical and punctuation mistakes but for overall ease of reading and flow. Do not be afraid to get as many opinions as you can and to be open to constructive criticisms.

    If you don’t have an artistic background, chances are you won’t be able to use a pre-existing template or have it designed by a graphic designer. Your printer’s templates will have an efficient eye flow and a solid proportion of graphics to text. If you choose to go designer, make sure you get multiple mock-ups and seek out the opinions of people around you who are highly valued. Finally, quality of the printed material should be obvious. Make sure you choose a printer that provides a guarantee on quality or offers a reprint or refund if you are not satisfied. To save money, the last thing you want is to settle for a poor-printed mailer.

    2. Do not forget to follow up

    You’ll have a few people who have transacted business with your company based on what you sent them. This can be tracked in many ways, including asking them to bring in their mail, using coupon codes, and comparing sales figures from highlighted items versus those that aren’t. It is important to keep it simple and manageable. This will enable you to re-engage customers with whom your mail marketing was successful.

    You can send them a simple thank-you note, or add them to a VIP list. This list will allow you to use it later. It will only contain people you know are responding to your mail marketing efforts. No matter how you do this, these people will be invaluable in your next mail campaign.

    3. Don’t Forget to Drive Traffic Online

    Although this article is primarily focused on mail marketing, it’s likely that direct mail will be a thing of the past. That’s okay, because changing times require changing tactics. Some business owners opt to throw out mail marketing altogether. However, it is possible to cut down on the amount of mail marketing and direct recipients to your online business front.

    It is a simple, inexpensive way to encourage people to follow your business on social media. You can also host an online sale using coupon codes that you send via mail. QR codes allow for small freebies, and additional entries in contests hosted on your website. These are great ways to give your direct mail a strong call-to-action and drive traffic to your online presence, which will continue to grow in importance over the years.

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