5 Tips for Direct Mail Marketing

By admin • January 26th, 2009

One of the biggest advantages direct mail marketing has over advertising in print, in e-mail, on Web sites or on television is that it gives you complete control over who sees your message. Bulk mailing discounts help make direct mail marketing a cost-effective way to get your message out to the masses, and itâ€™s reasonably easy to put good-looking, personalized messages onto direct mail pieces.

The key to high conversion rates from direct mail is to design a catchy creative that delivers your offer to your targeted audience while enticing them to buy and making the buying process easy to do.Â Overall, a good return on mass mailings to new prospects runs 1 percent to 5 percent. A 2-3% response is excellent, and anything near 5 percent is spectacular.

These 5 marketing tips can help increase your odds of a successful direct mail advertising campaign:

Define your objective. What do you hope to accomplish with your direct mail pieces? A recent survey completed by the United States Postal Service found that the top three reasons for increased frequency of direct mailers were company growth or expansion, change of strategy, and introduction of a new product.

Conduct a RFM analysis. Analyze how recently a customer has purchased (recency) products like yours, how often they purchase (frequency), and how much the customer spends (monetary) on these products. Assign a ranking number of 1 to 5 (5 being the highest) for each RFM parameter and solicit to customers with the RFM cell rankings.

Include teaser copy on the outer envelope. Good teaser copy entices recipients to open the envelope to find out whatâ€™s inside. But, donâ€™t use your envelope to sell. Itâ€™s the job of whatâ€™s inside the envelope to close the sale.

Make a good offer. Now that the recipient opened the envelope, the offer needs to be good enough to get that person to buy. Offer a sale coupon, a free trial or sample, a guarantee of service or money refunded, a special deal for a certain time period or some other reward of value for taking action.

Test your campaign. Send your direct mail pieces to a small sampling of your list to find out where you may need to refine your offer, buying process and/or budget before committing it to the whole list.

Kelly Media Group Direct Mail Services acquires superior data to compose the best mailing lists with a more accurate targeting that significantly increase your conversion ratios. Without credible data, we would be speculating on your business.Â Our mailing lists ensure accuracy and filters that help increase conversion rate. Â Once we harness the right data, we begin to develop the marketing creative that delivers an offer that your prospects, clients, customers or members will respond to.Â In addition to our precise mailing data, KMG provides quality printing services that you can count on exhibiting the image that best suits your business.