All direct mail campaigns contain specific “ingredients” that make up a successful direct mail piece. Here’s the breakdown of what you want to include in your mail.
Direct Mail Format
The format is the physical piece you're mailing. It can be a letter or a postcard. A self-mailer. A box. A catalog. A newsletter.
These are all considered "formats" and determining which format will work best for your prospect or customer is an important step in creating your mail.
Writing Direct Mail
The copy is the written word. It’s the words you use to say what you have to say. You use the copy to make the sale. You use it to make an offer they cannot refuse. The words you use help you get your desired response, or simply tell them who you are and what your business does.
The copy (the words) are one of the most important aspects of your mail piece. I highly suggest learning how to write copy that sells and helps you grow your business.
"Words sell and pictures tell" is a well-known saying in the direct marketing business.
Copy is very important with regards to the success of your direct mail.
If you are not experienced enough in writing copy, you may want to hire a professional who understands direct mail and also knows the psychological triggers behind getting someone to respond to your offer.
Design
This is the artwork you’ll use in creating your mail piece. Don't tell any designers this. But the design of your piece plays a limited role in the response of a mailing. That’s why a plain old sales letter in a plain old envelope often does wonders for a response rate.
However, a bad design will often decrease response. A poor, amateur looking flyer will only hurt your chances of getting more business. Which is why, if you don’t have any artistic talent (which I bet you do – more than you think) you may want to consider hiring a designer. You may even be able to go to a local college or University and find a student looking for some “practice,” and who may have the skills necessary to help you design your piece.
Also, don’t spend all your hard earned dollars on designing your mail piece. More often than not, the more basic a design, the better the response. Sometimes you’ll see businesses really go all out jazzing up the colors and design of a piece. This can be a waste of money when it is too often overlooked by your target audience.
Again, words sell and pictures tell.
You want to be selling with your mail, at least most of the time.
Lists
Lists are the most important factors in a mailing. Selecting the right list is the difference between a successful campaign and a campaign that bombs. A list is also the difference between junk mail and direct mail. If you're sending to the wrong list – you're sending junk mail.
And junk mail simply does not work!
See the section "What aspects affect Response" on page XX for more information on this subject.
Testing
This is the most important factor in allowing you to constantly improve on the success of your direct marketing and increase your business.
Because this is such an important and too often overlooked piece of the puzzle, it gets it's own section. |