Profiting from Direct Mail Part 2

Posted by Vernon Simpson on July 22, 2013

Last week I explained that direct mailing is a very versatile marketing strategy  that can help you achieve a number of business objectives from lead generation to customer retention. And to get the most out of this strategy you need to get the pin point accuracy of your mailing list right.

Now that you have a laser-sharp mailing list, you will want to do everything you can to target your message to the recipients on your list.

An effective direct mail piece:

Has a clear structure. The piece is clearly a letter – there is an engaging headline, clear message, point form list of benefits, and postscript.

Features an irresistible offer. The purchase opportunity is too good for the target audience to refuse. It includes an element of scarcity and urgency.

Focuses on customer benefits. The customer clearly understands “what’s in it for me?” The product or service is clearly positioned as something of value and a solution to a need, problem, or desire.

Is personal and conversational. The letter is personally addressed, and reads as though it was composed specifically for the recipient. It is written in conversational tone, with 100 short sentences and limited description.

Is short. The letter communicates what it needs to, and closes. It does not go on for pages in length. The messages are clear, succinct, and simple.

Is urgent. The piece gives the reader the need to act immediately. There is a time limit or a quantity limit to the offer that requires an urgent response.

Includes a Postscript. The offer or urgency is repeated after the signature at the bottom of the letter. Like a headline, everyone will read the P.S.

The Five-Step Direct Mail Campaign

1. Determine Your Target Audience

As  we discussed previously , you will want to ensure that you have the most accurate, targeted list possible for your direct mail campaign.

Be clear about the purpose for your direct mail campaign –this will help you decide if you want to send your letters to your entire target market, a segment of that market, existing customers, or potentially a referring business’s customers. Then you can determine how you craft your offer, how you structure your letter,  and when you choose to send it.

2. Choose what you want to say

What is the message you want to communicate to your target list? What can you offer them that will entice them to act immediately?

Create a specific offer for each direct mail campaign to ensure each time you communicate with your target list you have something new to say. Tailor this offer to each mailing list.

Decide what product or service benefits will be most compelling to your target audience, and include those benefits prominently in your letter.

Next week we will cover the last three steps for your effective direct mailing campaign.


Until the next time.

Vernon Simpson, Nydes Business Coach

Coaching Business Owners and Executives to their next level of Excellence

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