Direct mail – the art of finding customers through sales letters, postcards, brochures, and other materials – has been around for a very long time. Despite that, and despite the fact that there are so many other ways of marketing to buyers these days, it remains a very effective and efficient option for the companies that use it wisely.
When it’s working, you can send out mailings at regular intervals and know almost precisely what sort of response (in terms of new sales or leads) you’re going to get. Reaching that point isn’t always simple, however, so we’re going to devote a few posts to developing a successful direct mail campaign.
The first thing you need to know is this: In order to make money through direct mail, you have to have the right list and the right message. You could sit through lots of books and seminars on the topic (some of them are even very good), but most will boil down to those two points. Unless you’re making the right offer to the right people, nothing you do is going to help the bottom line.
The second thing you have to remember is that building a strong direct mail campaign can require a bit of time and patience. Sometimes you strike gold right off the bat, but you are more likely to get mixed returns at first, and then see those increase as buyers become more familiar with your brand and offer.
Next, we’ll talk about what to do when you start seeing profits from your direct mail campaign…