Timeless Strategies to Improve Your Direct Mail Campaigns
by admin | on September 17, 2012
Direct mail campaigns and the various other sales and marketing techniques have many things in common. The most important is the need to optimize your mailings. The way to achieve this is by testing and not giving up. Many people who are inexperienced with direct mailing or are novices seem to come up against a brick wall. The key to overcoming any obstacle, though, is to optimize, test and then persist. If you expect to succeed on your first try, then you will be sorely disappointed because it’s very rare. This, however, isn’t true for professionals in the DM business who have been at it a long time. The reason they got to where they are, though, is because they persevered and learned everything they could through testing and optimization.
If you want to do direct mail properly, you need to choose between a postcard or a sealed envelope mailing campaign when you begin. Which you choose depends on your budget, experience and comfort level. So if funding is tight, then you need to test the waters with postcards when you start out. You can also go beyond small 4.5″ x 6″ postcards if you really want to. You might want to use glossy professional postcards that are larger in size. Using effective copy is the key to succeeding with this tactic. You only have a few seconds to get the prospective buyer interested. There should be a call to action, and a very strong benefit.
You are aware of the fact that testing and improving your campaigns is critical. But maybe you are not sure what needs to be tested and the proper sequence and approach. The headline is one of the most critical aspects, which is why it should be tested first, then comes the offer and, lastly, you want to look at price. The offer is always the most powerful element of any promotion, on or off the web. However, the headline should go first because it’s what draws people in and will maximize the number of people reading your offer. The fastest approach is splitting your mail list into segments. Once you’ve done that, it’s time to try different headline variations and then do the same for the other two elements. You’ll need to make use of tracking codes to discover which headline is doing the best.
Each direct mail campaign can be used to achieve unique marketing goals. This translates into the need for an overall direct mailing strategy that considers the current and future mailings. Your offer can be utilized to increase brand awareness, which lowers the costs of a more traditional branding approach. Direct mail is also an excellent way to generate new leads. As a matter of fact, lead generation could be the main goal of your direct mail campaign. You could even use your direct mail pieces – structured so they aren’t promotional – to establish a relationship with your prospects. The key is to offer the reader value and to avoid trying to sell them something.
If you only look at direct mail from the outside, you may get the wrong conclusions or impressions along the way. This is not about approaching unsuspecting victims, sending them mail that they do not want or need. Remember that every business is unique, and you will have different goals to consider. It is quite comical how people will criticize copywriters for direct mail pieces that are sent. In fact, all businesses on the World Wide Web use the same techniques and principles, Do your best to educate yourself on what direct mail campaigns are, and then take the plunge and start accomplishing what you need to do.
FREE Coaching from Miss Money Maker
Click this banner and you will gain immediate access to my personal Bootcamp course and 45 day traffic lead generation PDF completely free of charge to ramp up your traffic, leads and sales.
This service also includes a FREE one-one-one coaching session with yours truly worth well over $150 an hour!