There are many similarities between direct mail campaigns and other sales and marketing strategies. Optimizing your mailings will be the key to your success. The way to achieve this is by testing and not giving up. DM novices or those will little experience seem to get stuck.
Being persistent, testing and optimizing are what will help you overcome any obstacles. Most people fail on their first mailing so if you expect otherwise, you are likely to be extremely disappointed. Of course, that’s not the case for someone who is very experienced in direct mailing. However, they reached that point by playing the gaming, testing, optimizing and learning as much as they could.
You have to make a choice between doing a mailing campaign that is either with a sealed envelope or a postcard. Whatever you choose, it really depends upon your comfort and experience level. So if funding is tight, then you need to test the waters with postcards when you start out. Also, small 4.5″ x 6″ postcards are not your only option. Glossy professional larger postcards may be a better option. Each one can be effective with the right copy, but you’ll have just a few seconds to make a positive impact. There should be a call to action, and a very strong benefit. It is important that direct mail list management become part of your business operations everyday. It is essential that you verify that all of the addresses are deliverable so that people will actually get what you’re sending. There is software that will do this for you by interfacing with the US Postal Service as well as the National Change of Address Service (NCOA). Or, you can go with a list rental service that already has this software. It really depends on your budget, and you should explore every option that you have available. You can really cash in on your direct mail business as long as you use list management to lower non-deliverable mail numbers.
But users will like being able to contact you, respond to your offers or even place orders. So, include choices with your direct mailings. Another resource used by businesses now is social media, Twitter or Facebook, for customer service. So, for customer service, give consumers certain options such as an email address, a Facebook or Twitter page or an 800 phone line. When people understand that you are online and give them choices, they will feel like they can control what is going on. Giving consumers more control in the process is a huge plus in your favor so take advantage of it. You will really be on another level if you get into direct mailing. You have to be serious when it comes to owning your own internet company. But in some ways it’s more difficult to make it with direct mail, or direct response marketing as it’s also called. You cannot run a direct marketing company for free like you can with some online marketing companies. There’s more at stake and it is unforgiving if you make mistakes. But, you will be profitable if you manage to be successful.