How to Create Your Great Direct Mail Marketing Campaign

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When you do the majority of your business dealings over the internet it is easy to forget that there are a lot of people in the world who aren’t online all day. Most of your Internet-based customers will be well versed in the customs of Internet interaction, which is probably why they are buying your products online, and more than likely also use the internet for everything from entertainment to communication and much more. We tend to forget, however, that there are tons of people who only use the internet for a few minutes throughout the day, if at all! You need to consider how it is that you will reach this market. Direct mail is an excellent means of connecting with people who are not online often to let them know about your Internet business.

Keep your direct mail campaigns small and targeted. It would not make sense to dispatch a letter concerning your new lawn gnome product line to individuals who reside in apartments. That just wastes a lot of money and postage, unless you happen upon the unlikely college student who’s looking for life insurance at that point. Verify the addresses to which you are sending direct mail to, are these apartment buildings, dormitories, or alternate multi-family units? Do you know if it’s in the rural area or the suburbs? As you assemble your direct mail marketing campaign, you have to keep all of these things in mind.

Work your way up. It can be costly to mail lots of material. The price of stamps gets more expensive every year. This is why you should start with a target market and send out just a couple of dozen direct mail pieces and then measure the response. Keep doing this until you get a good response from one of your mailings. Once you have found the sweet spot, you can increase the number of people that you mail to. Who knows-you might even someday be sending out hundreds of letters at a time! However, you do not want to start out so broadly. No matter how good your product may be, you’ll lose too much money doing your direct mail campaign too big. Always test the market before you expand.

Keep your direct mail pieces simple. Don’t waste money on elegant graphics and inserts. Keep the length down, as well. A plain postcard or simple letter is far better than an elaborate flyer. The fancier the mailing, the less likely it is to quickly grab the customer’s attention.

You do not want to force your potential customers to sacrifice their entire afternoon reading the information you have sent. If your message can’t be contained in one page, it is far to confusing. This is called the “single page” rule. There are monetary reasons for keeping the length of your direct mail to a minimum as well, as longer mail will be heavier. The post office will charge you more to mail it.

You don’t have to be frightened by the prospect of direct mail, particularly after your work starts to pay off. It may take you some effort to learn the best way to run your new campaign. However, once you have figured this out you will succeed immensely. If you become the master of both direct mailing and internet marketing, you will experience unbridled success in your business. All you have to do is run a test campaign. You will see the proof in your sales.

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