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Many of our clients say, “We’ve tried direct mail business and it didn’t function.” This experience makes us asking, “Why do some programs not work as well as expected, while others succeed beyond a company’s wildest dreams?” Taking into consideration the Direct Marketing Association (DMA), direct mail may pull in response rates as high as 15% or as low as 0.03%. With such a huge gap, it is easy to see why many companies have lost their faith in this rather popular marketing tip.

Over the years we’ve understood how well a direct mail program works depending on the chemistry of three parts- format, offer, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in. But before you may pull these three elements into the most effective program possible, you have to first determine:

The goal of the direct mail piece (For instance, is your goal lead generation or direct-to-order?)

The up-to-date relationship you have with the list. Is it a cold list or has qualification already occurred? (For example, have they already attended a seminar or webinar of yours or downloaded something from your website?)

Then follow this advice as you make your direct mail business program:

FORMAT. Direct mail comes in a variety of formats-the postcard, the business letter, or the 2-D or 3-D package to name just a few. The truth is, all three of such formats pull about the same percentage of responses, when used correctly. The magic then is to choose the format most suited to achieve your goal and peculiar audience.

OFFER. The offer is a vital element to a successful direct mail strains. From our experience, the strongest direct mail offer is one aimed at driving traffic to a website or retail location for further qualification and/or selling (qualification if the contact is still cold and selling if it’s a contact where qualification has already occurred through a previous marketing step). This offer may be anything from a free product demonstration, an online ROI calculator, an article download from the website, or simply retrieving more service information.

LIST. The list is possibly the single most essential element to an efficient direct mail effort. If you have the best format and offer but send out cards to the incorrect list, you will still have nothing. And, even if you are ensured you have sent it to the right list, if that list has not yet been qualified you will throw out a lot of money. Even a house list can get quickly out of date. Conduct a qualifying call down of any list you plan to mail to and make sure the list is still a) accurate and b) qualified to receive your offer. Keep the call short (3-4 qualifying questions at the most). Just after you’ve linked with and qualified the prospect should you place them in your direct mail engine. This will economize marketing precious dollars and sales precious time, while ultimately making the entire campaign more efficient.

Direct mail will always be one of the most compelling ways to prospect, and when done strategically, pulls high open rates and generates marvelous leads. Create relevant and cost-effective selections, implement with a frequency of at least three impressions, be sure to follow-up on every prospect you get to take an action and watch those leads pour in!

Related posts:

1. How To Create A Beneficial Direct Mail Local Advertising Business
2. 8 Direct Mail Secrets For A High Response Level
3. Inspiration For Direct Mail Marketing And Promotional Tips
4. Direct Mail – 7 Essential Elements Of An Insanely Beneficial Campaign
5. What Is Direct Mail Advertising And How Can You Employ It To Benefit?

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