3 Key Elements of Direct Mail
3 Key Elements of Direct Mail
You dress yourself up in your finest clothes, put your best face forward, and hope for the best.
That's a lot like direct mail.
You take your message, craft it as clearly, cleverly, and concisely as you can, and hope it impresses your audience enough to take action. Sometimes it does, sometimes it doesn't.
But don't let that discourage you!
Direct mail really does work and it is still relevant, even in this age of online marketing. The key is conducting it in a way that is smart and cost effective.
In this article, I'll focus briefly on three key elements of direct mail. Do these things right, and you'll be well on your way to creating a profitable direct mail campaign.
Mail To The Right List
Mailing to the right people or organizations is critical in direct mail. The perfect message directed to the wrong audience is, quite frankly, a waste of your time and money.
When determining who to mail your message to, I encourage you to be as specific as possible. For example, don't mail your piece about hot flashes to women under the age 30. They have no reason to care -- yet. And don't mail your postcard about retirement to a zip code loaded with college students. Again, they don't care.
Test, Test, Test
While you may think you know what your market wants, none of us really knows for certain. That's why we test.
There's an ongoing debate within the direct mail industry about how many elements should be tested at once. My opinion is to test just one element at a time so that you get good, clean results.
So, for example, next month you may want to test your offer.
Let's assume that you have to charge a certain amount for your product or service, but you want to test the manner in which your "deal" is presented.
So you mail a "2-for-1" offer to half of the names on your list and a "50% off" offer to the other half of your names. Yes, this is essentially the same offer, but you're testing how the two different ways of presenting it are perceived. (You may be quite surprised by how your marketing may respond to one vs. the other.)
You can test almost anything -- from headlines to body copy to colors to fonts. Just be sure to set your direct mail campaign up in a way that will enable you to read your test results and allow them to help determine what you do next.
Carefully Track Your Results
The value of any good direct mail campaign is in the results. That's why it is so important that you set up your campaign and test in a manner that makes it easy to read and act upon your results.
The key is to learn something in every campaign that can be applied to your next campaign. This is how you stay in the mail profitably.
Reading your results can be tricky, but after a few campaigns you’ll likely be very good at it.
I really hope that this information will help you today. While direct mail can be expensive, done the right way, it is an incredibly effective tool to include in your marketing mix.
3 Key Elements of Direct Mail - To learn more about this author, visit Gail Diggs's Website.
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I often compare direct mail to a first date.
You dress yourself up in your finest clothes, put your best face forward, and hope for the best.
That's a lot like direct mail.
You take your message, craft it as clearly, cleverly, and concisely as you can, and hope it impresses your audience enough to take action. Sometimes it does, sometimes it doesn't.
But don't let that discourage you!
Direct mail really does work and it is still relevant, even in this age of online marketing. The key is conducting it in a way that is smart and cost effective.
In this article, I'll focus briefly on three key elements of direct mail. Do these things right, and you'll be well on your way to creating a profitable direct mail campaign.
Mail To The Right List
Mailing to the right people or organizations is critical in direct mail. The perfect message directed to the wrong audience is, quite frankly, a waste of your time and money.
When determining who to mail your message to, I encourage you to be as specific as possible. For example, don't mail your piece about hot flashes to women under the age 30. They have no reason to care -- yet. And don't mail your postcard about retirement to a zip code loaded with college students. Again, they don't care.
Test, Test, Test
While you may think you know what your market wants, none of us really knows for certain. That's why we test.
There's an ongoing debate within the direct mail industry about how many elements should be tested at once. My opinion is to test just one element at a time so that you get good, clean results.
So, for example, next month you may want to test your offer.
Let's assume that you have to charge a certain amount for your product or service, but you want to test the manner in which your "deal" is presented.
So you mail a "2-for-1" offer to half of the names on your list and a "50% off" offer to the other half of your names. Yes, this is essentially the same offer, but you're testing how the two different ways of presenting it are perceived. (You may be quite surprised by how your marketing may respond to one vs. the other.)
You can test almost anything -- from headlines to body copy to colors to fonts. Just be sure to set your direct mail campaign up in a way that will enable you to read your test results and allow them to help determine what you do next.
Carefully Track Your Results
The value of any good direct mail campaign is in the results. That's why it is so important that you set up your campaign and test in a manner that makes it easy to read and act upon your results.
The key is to learn something in every campaign that can be applied to your next campaign. This is how you stay in the mail profitably.
Reading your results can be tricky, but after a few campaigns you’ll likely be very good at it.
I really hope that this information will help you today. While direct mail can be expensive, done the right way, it is an incredibly effective tool to include in your marketing mix.
3 Key Elements of Direct Mail - To learn more about this author, visit Gail Diggs's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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