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SCORR Marketing Advice Vol. 2
Direct mail can yield big results – if you know how to use it
By Cinda Orr
Direct mail is a powerful medium. It’s tangible. It’s personal. The latest electronic databases and other technologies have transformed direct-mail methods in recent years, and with appropriate lists and laser-targeted customers, direct mail’s reach and credibility can produce results well beyond other marketing tools.
But it’s not cheap. By the time you pay for the list, creative and production, printing, postage and mailing, it’s much more expensive per-impression than other media. So, it just makes sense to plan the details thoroughly and well in advance. Even if your company uses direct mail only occasionally, you can benefit from some of the wisdom professional mailers use.
Take care of the list first. Nothing – not the product, not the offer, not the layout, design or copy – is more important to success of a mailing than the list. Your in-house customer list is your most valuable asset in this regard, and it’s worth the effort to build and maintain it. If you do buy lists, spend time researching which lists are most clearly directed to your target and prefer these regardless of the cost.
Make an offer – then sell the offer. The fundamental benefit of direct mail is its ability to precipitate an action. But it’s the rare product that is so unique it can fuel a direct mail program entirely on its own. You’ll get better results by creating a compelling offer with an expiration date to give it a sense of immediacy. Whatever it is – a special introductory price, a free “test drive” or premium with purchase, make sure the offer itself is desirable enough to drive a response.
Use dimensional mail. In terms of lead generation effectiveness, dimensional mail is second only to telemarketing. As a tool for producing executive-level leads, a unique package, an envelope with a bulge or anything mailed in a box can usually be counted on to make it past the mailroom and onto the big guy’s desk. A similar technique, if you have the money for it, is to use overnight mail. When it says FedEx on the outside, the package gets opened — and usually right away.
Don’t be dull. You know from going through your own mail how hard it is for a particular mailer to stand out and grab attention. Be provocative. Be outrageous. Do everything in your power to make sure your mailing is noticed, opened, remembered and acted on.
As a medium, direct mail is more targeted, personal and flexible than print or broadcast advertising. It’s also much more measurable. By tracking and analyzing your results, you’ll see what’s working and can make adjustments to future mailings as needed.
Whether as the backbone of your promotional program or a special tactic for special audiences, direct mail is still a powerful tool in the advertising arsenal, one it pays to know how to use.