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DIRECT MAIL

Written by: Andy Marken

Article Overview: COSTLY BUT PERSONALIZED PROMOTION

DIRECT MAIL

Of all the promotional tools at your disposal, direct mail
is probably one of the most expensive. At the same time, it's
the most controlled and most personal. But marketing management
often overlooks direct mail because it's usually only highly
visible to firms which already enjoy it.
With a little thought and planning, direct mail can be
cost-effective and even highly profitable.

Target Your Marketing Efforts
First of all, direct mail probably isn't feasible for your
total market. This is especially true when you're talking about
a potential market that includes 20,000-40,000 or more
specifiers, prospects and decision makers. This means you have
to pick and choose the people you want to reach.
Fortunately, a number of direct mail list services offer
some very defined mailing lists. In addition, you can also rent
portions of some of the trade, business or financial
publication's lists for mailings.
After you've decided you want to carry out a direct mail
effort, pinpoint the specific segment(s) of the total market you
want to reach. This selectability will help you tailor the
message you're sending out because you can talk directly to these
individuals who share a common need or concern.
Your agency or marketing staff can help you profile by
industry, title, SIC code, geographic area and other parameters
the people you want to reach. Then, we've found it is best to
have a mailing service handle all of the mechanics including
getting the lists and putting out the mailing.
Sure, you could do it yourself internally, but the hassle
isn't worth the potential cost savings. Direct mail services
specialize in this kind of work, so they're set up to handle your
mailings quickly, efficiently and economically. In fact, they
can even give you some ideas when the mailers are in the design
stage that could not only save you money but also increase the
number and quality of responses.

Getting Started
Before you launch your direct mail program, look at the
postal regulations. Mistakes in mailing piece sizes and formats
can make the pieces unmailable if they aren't standard sizes.
And, if it can't be mailed once it's completed then direct mail
will become very expensive for you.
While most of us prefer to develop and use three and
four-color direct mail presentations, they aren't necessary to
insure success. Remember, people are moved more by personal gain
than by spectacular production. Because of this, be resourceful
in what you do and concentrate on making the direct mail effort
functional and hard working.
If you feel your direct mail envelope has to be artsy then
develop a teaser line that implies some payoff after opening the
envelope. But, according to several direct mail specialists, the
best direct mail efforts are those using first class stamps on
plain white envelopes with the name and address typed on the
envelope.
If you do this, you'll be assured that 100 percent of the
mailings will at least be opened. Curiosity won't permit
anything else.

Postcard Potentials
While most of us marketing people tend to overlook it as
too simplistic, don't eliminate the possibility of using the
government postcard. First of all, there's no stock to purchase,
there's room for a product photo (if necessary) message and
company sign-off.
Obviously, you don't have to worry about the postcard being
opened. In fact, it will probably get a lot of reading even
before it gets to the person you are sending it to.
If you're planning a big mailing and want to save some
additional cost, government postcards can also be obtained in
sheets so they can be printed more economically by your printer.

Advantageous Advertising
Another inexpensive direct mail piece is the use of your
ads. Reprint them and use them in your mailing effort. You've
already paid for most of the production and only have to print a
new or different message on the back side.
Good direct mail, like good outdoor advertising, requires
fast, sharp copy.
Keep away from big words and long, involved sentences and
paragraphs. Start it off with strong reader benefits.
Throughout the presentation keep in mind your prospect is only
interested in "what's in this for me?" Then, after the benefits
message has been hammered home, tell them the descriptive facts
about the product or service.
If the promotional mailing is going to include a letter,
make it as strong as the pieces you are sending out. Even if
it's a form letter, they'll read that before your direct mail
piece, so presell with the letter.
It goes without saying that color helps get response.
However, don't allow four-color to get in the way of a well-
designed and well-written piece. For example, some firms--
insurance and magazine subscription departments--have found that
two-color direct mail efforts can draw as well as four-color
pieces.

Anticipate Action
With a good direct mail effort you want one of two
responses...1) they order immediately or 2) they respond
requesting more information. Because these are your objectives,
you should often consider having the order or information card as
a perforated part of the mailing and printed in a different color
so it is conspicuous and stands out from the rest of the mailer.
Also, keep in mind postal regulations if they are to
tear-off, complete, and return the card. In several instances
we've heard of the response card being too small so it couldn't
be sent in the mail. The result? A total waste of money.
When you're planning your direct mail part of your
marketing and communications program, remember the people you're
trying to reach are just as busy as you are. And, they probably
get just as much mail as you do.
Therefore, plan your program and individual efforts with
care and carry them out with as much concern as you would for a
full-page ad. It's going to cost you as much, if not more, so
make it just as effective.
# # #

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