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Direct Mail
What makes "direct" mail different than regular mail? Nothing. It's just a way the advertising world describes a promotional message that circumvents traditional media (newspaper, radio, TV) and appeals directly to an individual consumer. Usually through the mail, but other carriers also participate.Direct mail may be used more than you think. Studies indicate that it is the third largest media expenditure behind television and newspaper.
Rules to Remember
Define your audience. Figure out who you want to reach before developing your direct mail program. This allows you to specifically target your message to fit common needs. It is the best advertising medium for "tailoring" your appeal.
Locate the right mailing list. You can either build a "house list" by doing the research yourself and compiling the information on a computer - or you can purchase an "outside list" from a list house or mailing organization already pre-prepared and ready to go.
There are many ways to purchase lists. You can buy them demographically (by age, profession, habits or business), or geographically (by location, or zip code). Or you can by a list with both qualities. More than likely, there is a mailing list company in your area that would happy to consult with you on your needs. If not, there are a number of national mailing lists available.
For assembly, addressing and mailing your project, you also have the choice of doing it yourself or locating a mailing service company to do it for you. As the numbers of your direct mail pieces increase, the more practical it is for you to enlist such an organization for assistance. They also are very good at getting you the lowest postal rates.
Consider using a self-addressed reply card or envelope to strengthen return. Use a Business Reply Postage Number on the envelope and you'll only pay for the cards which are sent back to you.
The blessing (or curse) of direct mail is that there are no set rules for form or content. The task of deciding what your mailing should have as content, its design and its message(s) is up to you. However, remember to attract the reader's attention with color and creativity. Use clear, comfortable writing and make your appeal easy to respond.
And of course, coordinate the mailing with other advertising media if you are also using them in the same campaign. It can significantly increase the potential return.
This article is used with the permission of YoungEntrepreneur.com.
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