1. Select a narrow target audience.
Hopefully your electronic database is segmented so that you can send a card to just a part of the entire list.
I receive cards (and more expensive direct mail pieces) that make absolutely no sense to or for me.
The other day I received a very expensive four color, glossy 11X17 piece for spreaders and sprayers. I live in a condo and would not ever need a product like this. No lawn to take care of. No wonder the rate of return on cold, one time direct mail is low and dropping. Target, target and target again.
The other day I received a very expensive four color, glossy 11X17 piece for spreaders and sprayers. I live in a condo and would not ever need a product like this. No lawn to take care of. No wonder the rate of return on cold, one time direct mail is low and dropping. Target, target and target again.
2. Decide the frequency of your campaign
Be aware that research tells us that we need to send about 12-18 messages to a specific target audience before they even notice you. Make sure that you can keep up the campaign without any sales for months and months.
Remember, send to the same target audience. Don't skip around.
Remember, send to the same target audience. Don't skip around.
Results that you receive in the first few months are low hanging fruit. Almost any contact with these individuals would have generated a sale. The real power comes after many, many contacts. The momentum builds and builds over time.
3. Select your offer
Your offer should be targeted to your audience and no one else. You can however, achieve top of mind awareness (TOMA) with cards. When your product or service comes to mind, you are the first or second person they think of. That is a great spot to be in.
4. Select a card vendor.
I have been totally satisfied with the prices and services of Expresscopy. As have a large number of my coaching and consulting clients.
Visit them at www.expresscopy.com/partner/reg_gupton. Learn what they do. Can you imagine about $45.00 per 100 cards, printed, addressed, postage and mailing? You will be pleased, especially if you can export your address file. Most software programs make that very, very easy these days.
5. Learn what your competition is doing with direct mail
Find out what your competition is doing with direct mail. Nothing I bet. Visit their web site or store and sign up for their newsletter, or catalog. Understanding the offers of the competition will put you at a distinct advantage.
6. Make it abundantly clear how you want people to respond.
Call, e-mail, fax or bring the card by your place of business to redeem, order the free report. Don't make it confusing.
If your target audience is spread about the country, make sure that you have a toll free number and e mail. Your response rate will increase dramatically. These days they are surprisingly inexpensive.
7. Decide how you will measure success
What are you after? Sales, entry in a drawing, or order a catalog? Just make sure that you and the recipient are clear on what is expected and you measure the responses you receive.
8. Don't quit
One of the actions that I see most often with direct mail is quitting after one or two mail pieces. Realize that embarking on a new direct mail marketing campaign is extremely painful in the beginning. This is true especially if you have not done this kind of marketing before. Plan your campaign. Plan for a year in advance. Get the schedule on your calendar. And follow it.
9. Realize that you only have a few seconds with the mind of the reader
Your offer or request should be plainly visible and clear to the reader. It is important to understand that you only have 4-8 seconds with their brain. They will decide if what you have to say is what they want to hear. Today. Next month your offer might be in alignment with their need. It was not last month and it is now.
10. Test you offer on a small segment of your list.
If your list is large, test the offer on a part of it. If the ROI is not what you need, re-think your plan, graphic, and offer. You should see sales (if that is your goal) that makes direct mail a profit center for you. Don't lose money on your direct mail marketing.
Reg Gupton, MBA
www.growthseminars.com
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