How To Build A Viable Direct Mail Campaign

Direct mail is one of the most useful forms of advertising. You can put a printed product in front of a target customer at an effective cost if you handle the job well. It's wise to develop a direct mail campaign so it can be a viable tool whether you have short- or long-term goals. Here are four ways to build a quality direct mailing campaign.

Target an Ideal Audience Member

First, understand there may be a huge difference between the average or media target and the ideal one. Don't assume averaging out your targeting is a good idea. If you're using direct mailing products to drive business for a restaurant, you want to have excited customers who'll provide repeat business.

Second, take time to study your target audience members. Collect data about where people live in the region. If you're already doing a direct mailing, find little ways to get data back. For example, you can tie a coupon code to a specific direct mail campaign. If someone uses the coupon at your business or online, you can collect data and track who the customer is. Especially if you're doing long-term or permanent campaigns, this investment will pay handsomely as you build your database.

Understand the Mailing Options

Ideally, you want to produce printed materials that don't incur unnecessary mailing expenses. Learn what the accepted dimensions are for the most cost-effective mail items. If you can obtain bulk rates, do so.

Also, track how long different mailing options take to reach customers. If you're trying to drive in traffic on the weekend, for example, you want to be sure mailers are reaching homes before then. Make adjustments as necessary to optimize the commercial window for your sales pitch.

Change Things Up

Don't send the same direct mailing items over and over. People are easily bored, and they can recognize and discard the repetitive stuff quickly. Have at least a small rotation of printed items and try to vary them to avoid audience boredom or burn-out.

Keep Things Simple

While you don't want the products to be sparse, you also don't want to get noisy with them. If you use photography, make sure all text overlaying it is cleanly offset with contrasting borders. When using strong colors like bright reds or yellows, limit the usage to keep things appealing.

Also, craft a core message. If you're running a holiday sale, for example, focus on that in both visuals and content. You want the audience to digest the ideas quickly and without confusion.

For more information on direct mailing, contact a company near you.