Planning for Profit!
Direct mail is a very effective and cost efficient way of advertising your company. While the printing and presentation of the mailer is important, proper planning helps ensures a high response, so start planning early.
The most successful mail campaigns are the ones that are well thought out and well planned.
Your direct mail campaign should start with a clean and highly targeted database. Make use of list demographics to profile your ideal clients, and be sure to NCOA update the file right before the mailing is sent out. Sending mail to the wrong address is money wasted.
Define your goals and design your mail piece around them. Do you want your mail piece to: generate immediate sales, increase awareness of your company, generate sales leads, or build customer loyalty? To generate sales, a postcard with a discount coupon can work, but to increase awareness of your company consider using a company brochure and other supporting literature.
Lastly, consider if direct mail is reaching your entire targeted audience. Email may be better suited for a portion of your database. Consider the combination of both direct mail and email to reach your audience.
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