The Direct Mail Game – Be In It To Win It Or Go Home

Direct Mail is one of the most powerful tactics used in marketing different products and services. If done correctly, it can surely be an instrument to boost your sales and investment returns. It’s competitive and time consuming, but it works. You better be ready to compete on a whole new level. Thankfully, technology has lowered the costs of entry for direct mail campaigns.

Have you ever asked yourself why is it called direct mail? Well, it is called so because it asks for a direct response from its recipients. Mail can be sent in a form of a letter, post card, door hanger, or other stuff that catches much attention.

There are also a lot of factors that affect the response rate of every direct mail campaign. Quality of the list is one of these factors. Timing of the mailing is also another factor since time of the week, month, or year that you send your mail to your targeted clients also has an effect on the response rate of the customers.

Response rate is also affected with the quality of the mails that you’re sending. A mailing piece should have the following components like well-thought headline, good consumer benefits, well-established credibility, good offer and good quality of paper used.

To achieve great results in your direct mail campaign, it is necessary that after every campaign you keep track on the timing, the special offers given, response rates, and sales that are generated. Through this analysis, you can work on the things that need improvement and changes to boost more your sales growth.

While doing the analysis, don’t be fooled with very high response rates. Of course having 100 responses and 2 sales is not that impressive compared to 5 responses and 4 sales. While it is good to have high response rates, generating much higher sales through your marketing investment is still the ultimate measurement of success.

Going back to the components of a well-made direct mail piece, it’s essential that you consider if the mail that you are making is actually addressing the concerns and needs of your clients.

If you want it to grab attention, don’t send out a vanilla or, shall we say, a “yellow-paged” type ad.

A Good Mailing Piece Should:

  • Be personalized if possible (Use PURLS or personal URLS on your print ads. Send people to their very own personal URL!)
  • Be crafted as an ad in letter form
  • Address the concerns of the recipient
  • Be stated in terms of benefits rather than features or advantages
  • Highlight the things that set you and your service/product apart
  • Ask for a direct response from the recipient; and
  • Include an incentive to take action now.

So to wrap up, direct mail can be a great instrument in boosting your sales if done correctly. While crafting your mailings, you have to always check your marketing investment and at the same time track the timing, response rate, conversion rate, and the sales generated as a result of your direct mail campaign.

If you craft an excellent direct mail piece and run a campaign often, you’ll be better positioned to reach your targeted sales sooner than what you were expecting.

Direct Mail Marketing: How Can You Reach New Customers?

Recently credit card companies discovered that direct mail marketing will work for their advantage. They also found out that the best way to be able to reach new customers is by direct mailing. According to a recent survey, 77% of consumers who were not customers before were already driven online. Before, credit card companies spent a lot of money for their massive marketing through T.V. and radio advertisements. But now they turn their heads to direct mailing campaign.

With direct mail campaign, credit card companies know that they can reach every place in the globe with lesser cost. They are now targeting new high school graduates or college freshmen. They know that a college student is very much eager to have a credit card in their wallets and the response rate from a college student is very high. As soon as they have graduated high school, college students are now receiving credit card offers through mails. And in most cases almost all college students whom they offered credit cards applied within months of mailing.

For smaller business, this is how direct mail marketing works for them. Let’s say that your products are golf gadgets:

Step 1:You should determine who purchases golf gadgets

Your product costs so much and mostly only men purchase golf gadgets. Clients aging between 30 to 45 years old with an annual net salary of $80,000 or more are the only ones who will most likely buy your products.

Step 2: You should determine the locations of your clients.

Your target clients should probably live in nice exclusive subdivisions or villages or have houses with values greater than $200,000. You can get your list if you will go to directories and gather contact information of those people who live in places like this or those people who live near golf courses.

Step 3: You should determine how many mailings

You should always plan ahead on how many mails you are going to send and when will you send them. Your golf gadgets are expensive items and usually if you are selling expensive items, it needs longer time for you to generate sales. This only means that you have to send more mails in order to be noticed by your targeted clients. The secret to generating more sales is that you should let your clients see your advertisements often. The more they see your advertisements the higher the possibilities that they will purchase your products.

Step 4: Consider your Design and Printing

Almost all of the printing houses have in-house designers that will assist you in designing your mailing piece for your targeted clients. When the design is already done the printing house will now print your mail piece. But, before you proceed in printing your mail piece, you should review and be sure that all texts are printed correctly. Check the grammar, the spelling and check if the design is pleasing to the eye.

Step 5: Start Mailing your Mail Piece

After printing your mail piece you are now ready to start sending your mails to your targeted clients. Let the mailing house do the job. A mailing house is a service provider who handles the addressing and the sending of the actual mails. They can deliver your mail piece in volume in a certain area by just giving them one address and the mailing house will deliver all the mails surrounding the area.

Using the services of a mail house is a much cheaper choice compared to sending mails individually through a post office. There are a lot of mail houses that can help you send your mail piece. Choose what is best for you.

A How to For Real Estate Broker Marketing

As real estate broker marketing is one of the essential things for you to do. This is what will increase property exposure. Consistence is important when you are distributing the materials, which will alert others to the services offered as well as the existence of the business. While you are choosing among the many marketing materials available you want to choose the ones that will work best.

There are a few things to keep in mind before you go and buy any kind of real estate broker marketing materials. Signs for the open houses and for the listings are important for marketing of houses, so they are something to think about for the times that you are selling. Otherwise, you should have magnets for the vehicle you drive in order to advertise the services that you offer.

Reaching others is something you can do by many different ways, such as online. Potential clients and real estate agents are the people that you will reach through your real estate broker marketing. You want to reach as many people as possible and can do this by things such as promotion materials and direct mailings as well.

With real estate broker marketing, selling will involve the use of signs on properties in order to draw attention to them. The signs should use bold letting and have appeal. Place banners and signs for open houses in an area that others can easily see them.

As part of real estate broker marketing, direct mailings are another aspect to utilize and should consist of things such as door hangers, magnets, business cards as well as other marketing materials. Agents are someone to advertise to and when you are selling you will definitely want to advertise to those who are potential clients. The materials you use should have a message, which is clear and easy to see.

Online is one area that will open up a whole other arena for your broker marketing, while giving you access to a whole other area of customers. When you have a site, you should have a person that is a professional create it, so it will be easier for you and a customer to use. With this option, you will also have access to the ability to send electronic mail too.

Use a variety while working in real estate marketing. As a broker, you are sure to sell at times and should always offer services to agents.