Direct Mail is NOT for everyone. That is direct and I have just saved some a few bucks. This article will help you decide if Direct Mail is for you and your business. Like anything one should think about the steps he/she will preform in the capaign and ensure that their are steps to carry each of those out. There are a number of things that one must consider and no cost isn’t the number one thing.
1. ROI
2. Market Niche
3.Wording
4. Cost
5. Campaign Follow through.
ROI
You have to make sure that the ROI that you will get will justify your product or service. I say this because if your widget only brings you a small profit for you the % of calls you need to cover the costs are going to far exceed what a typical direct mail campaign will bring. There are many variables that will help increase your ROI and boost your sales. The truth is that a direct mail piece will only bring in a 1-3% ROI. I will speak briefly on a few things that will increase this but encourge you to read my other articles on PURL’s and Variable Data Pritning
Want upto 30% ROI? Yes, then a PURL or GURL is for you. A PURL Stands for a Personalized URL. A URL is a web address like http://www.easymailmaker.com. A PURL would look like http://www.start.easymailmaker.com/ASiddiqui A GURL is a more standard landing page and an example is http://www.start.easymailmaker.com See how the PURL pesonalizes the web page to that individual. It is also very focused on a specific product or service that you advertised in the direct mail piece. I’ve seen landing pages(or a Generalized URL-GURL) not be specific or not carry a common theme from the direct mail piece and results have been poor. These methods combined with direct mail will boost your ROI because it is using multiple marketing methods to touch your clients. It is prooven that upto 75% of households have a mail moment everyday and spend time reading the mail. It is also prooven that the majority of people prefer to respond to direct mail through the use of the internet to respond and with internet users increasing by the millions this is a sure sign ROI will be up. We have seen combination marketing boost ROI upto 30%
Variable Data Printing is similar to the personalized URL where the direct mail piece is personalized to the person your sending the piece to. If you were John and you received a Direct Mail piece with the headline “Worry no longer about money”or “John, Worry no longer about Money”which would get more of your interest to keep reading?
Market Niche
40% of your success is through the mailing list and who your target audience is. This ties into the ROI factor because if your sending farming supply direct mail to city folk, best of luck to you but no results for you. Some people choose the insert marketing method into the local flyers. This is fine for Business to Consumers businesses but you are reaching a very broad market that may have no interest in what you do.
You can purchase mail lists that are really targetted to your specific consumer or business. You’d be suprised how detailed they can get. I often refer to a story I heard about a customer that was using postcard marketing to get his information out to about a sale on carpet cleaning. Their logic was they were close to their office and that will save on driving costs and time. They didn’t know what the Pyscographics of the neighbourhoods they were mailing to. They got poor results and they wondered why. If you were to take a drive through the neighbourhood you would soon find that it was lower income neighbourhoods were the last thing on their mind was to clean their carpets. Fine tuning your mailing list is an ongoing thing and we can help you do thing
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Travis Batting founded Postcard Marketing Group in 2005 with a vision in creating an ease of ordering for customers and driving ROI. The company has quickly evolved and offers clients above average tools to be a leader in the industry and brings knowledge to keep the customers on top of their business. Start your campaign today at http://www.easymailmaker.com
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