How To Advertise by Direct Mail

The Direct Marketing Association has found that the average response rate to direct mail is between zero and 2 %. There are ways to improve your odds, so read on.

1. Promote a loss leader: The key to increase your results is with an unbeatable offer.  Forget about 10% off a marginal product and instead go with a loss leader. Look at your local grocery chain’s mailers with below-cost specials for a few popular items, like milk and bananas. Store marketers know that once customers walk onsite, then they will spend more than they planned. Try out your loss-leader offer on your present customers – are they excited?
2. Target your audience: Get your direct mail into the right hands. The best list is based on your current customers and people who have expressed interest in your product. If you decide to purchase a mailing list, make sure it is run through CASS Certification (Address Correction and Standardization) and double-check to keep off names of people who have requested that you not contact them. Don’t be offended; instead be grateful that you don’t have to spend money soliciting them.
3. Make your pitch short and sweet: The best pitches are no more than 7 lines that are laid out with clear subheads. Again, follow your grocery chain’s lead and cut to the chase. Add an expiration date no more than 60 days away.
4. Eye-catching art work: A picture is worth a thousand words, so show your audience exactly what they are buying. You can purchase a stock photo from a service like istockphoto or get a piece for free from one of your suppliers.
5. Pick a top-notch printer: There are services that can give you multiple quotes, like directmailquotes.com. Pick your top 3 vendor choices and call their references. Also get samples of their card stock (some of the biggest vendors use flimsy card stock unless you pay more) and make sure that you review the final proof in hand. Do not view the final product electronically, so pay the extra cost to get it delivered for your final review.
6. Mailing service: Many printers also offer mailing services. While you can do this yourself, you will often save money by hiring a professional. The mailing service will make sure that you are properly using Standard Class (formerly called “3rd Class”), which means that your pieces must be identical without any personal information except for recipient names and addresses. The service will properly label, attach the correct postage under their bulk mailing license and pre-sort your mail for the post office. Unless you plan on doing many direct mail campaigns in a short period of time and taking a crash course in mailing, it is best to hire a mailing service. Their expertise is worthwhile.
7. Track your results: At a minimum, keep a spreadsheet to track callers and their purchases. With a great pitch and the right mailing list, you should see a return on your direct mail investment – or you will quickly learn that direct mail is not the best way to reach your customers.