Marketing Strategy – 3 Steps to Direct Mail Success
By Jim Klein
Direct mail is still the number one marketing strategy used by many successful sales companies. With direct mail, you have total control over the presentation of your message. Direct mail is a unique blend of advertising and sales. While good advertising should certainly lead to sales, direct mail allows you to present the product or service, make an offer and try to close the sale-all at once! Sound too good to be true? It’s not! Read More
Here are just a few of the advantages of direct mail as a marketing strategy:
• Allows you to target your message to a very specific audience.
• Direct mail is a relatively inexpensive medium.
• Direct mail messages can be personalized to add reader appeal.
• You can evaluate its effectiveness. You can keep track of exactly who responded and from where.
• Mail readers are actively involved. People read their mail when they choose. So, for at least a second or two, your message will have their undivided attention while they open and scan it.
There are three elements to an effective direct marketing strategy:
1. The List
2. The Offer
3. The Mailing Piece
The first of these three steps to a successful direct mail campaign is obtaining the right list. Targeting the right market is the key to this marketing strategy. When selecting your list make sure you target people most likely to have an interest in what you have to offer as well as some things in common with your present clients.
This common ground might be age, sex, occupation, income, geographic area, family size, magazines they subscribe to or any number of other demographics. You can obtain lists that are specific to the demographics of your particular target market.
You should also maintain an up-to-date list of all your customers and clients. Direct mail to this list can create additional business, introduce new products and services or promote sales or special offers.
The second step of this marketing strategy is the development of a "matching offer."
The offer you make in your direct mail needs to be carefully thought out and matched as closely as possible to the interests, needs and motivation of the people on the list. The more specifically you match the offer and the list the higher the response rate.
Let me use an example to demonstrate. When I was a mortgage consultant many of the sales people in the office sent direct mail. The list that was mailed to was targeted to homeowners who had taken out mortgages with specific lenders in a specific time period. The lenders that were targeted were known to be lenders with typically high interest rates.
The response and closing rate of those mailings were higher than a mailing that was sent to all homeowners in the same area because it was targeted to a group of people that would be more likely to want to refinance.
The third element of this marketing strategy is the mailing piece or the presentation of the offer to the list.