Direct Mail Marketing Strategy That Works Now

Direct mail marketing seems so obvious and straight forward a choice, a perfect solution for the small business owner who can’t spend a substantial amount of money on advertising. Yet a lot of those direct mail marketing campaigns fail miserably. Here is the reason why: direct mail marketing is all about strategy.

Although an e mail or internet marketing campaigns may seem the obvious solution for the future, there is today a saturation of spam mail. That is the reason why a direct mail marketing strategy is something worth looking into.

A correct direct mail marketing strategy gives you complete control over who is going to see your ad, and in what form will it be (a letter, flayer, postcard). A small business owner should start to apply his strategy when he makes his first sale, by collecting addresses from the buyers. Many small businesses rely on repeat customers and a good word of mouth. A reminder to a satisfied customer that a sale is in progress can reel in some of his close friends.

The campaign should not end there. Having a new, customized mailing list is important as well. Knowing who the target clients are, and where to find those clients is an important part of the whole strategy.

The message that will be sent is important to a no lesser degree. A call to action from the part of the recipient should be included. The objective of the direct mail marketing strategy is to put the right message in front of the target client at the right moment.

Define your objectives. Of course you want to generate sales, but which way; By bringing in foot traffic? By bringing in referrals? By giving incentives to repeat customers? Or by creating brand recognition?

The strategy should be put to the test on a small scale and refined after results are in. That can be simply done by creating a code that will tell you what area of town it is coming from and who is more responsive to your product.

There are some websites that explain in detail how to prepare a marketing strategy. Small Business Center from Microsoft, Postcardsmart or a company called Market Wise Solutions have a well of information.

Many experts believe this strategy is the most cost effective way for a small business to go. Mail campaigns can cost as much as $1000 to reach 1000 people. Having a laid-out plan, down to the details, is essential when planning a direct mail marketing strategy. Not getting discouraged, being flexible and adjusting the plan according to the actual test results are the well traveled roads in the way to success.

Busted Myth: Direct Mail Never Works

If you ask Zach Graves of Carino’s Italian Restaurant in Meridian, Idaho about direct mail, he’ll tell you that this marketing strategy CAN indeed work. Over the last few months he has used two different direct mail strategies with mixed results. What the losing mailer lacked, the profitable one had.

In fact, it wasn’t even close! The end results showed a 32% overall response rate for the winning campaign! (32% is not a typo). Keep in mind that a 1-2% response rate for a direct mail piece is often considered successful and profitable… let alone 32%!

Some may argue, that more often than not, restaurants will see better response rates than just about any other industry. I consent, this may be true. But whether you are a restaurant or not, getting nearly 1/3 of recipients to respond to a mailer is awesome by any standards.

And no, this mailer was not sent to an internal or warm list. It was mailed to an average sized COLD list, which makes it an even more remarkable success. The recipients were not expecting anything from Carino’s nor did they opt-in to receive anything from the restaurant.

Here’s why the direct mail campaign worked so well:

  1. We made sure their mailing list was extremely targeted. I’m talking about a specific radius around their restaurant and a well-defined income and age range. We even planned the mailer to hit the mailboxes at precisely the right time, based around an event that was about to happen in the recipient’s life.
  2. A personalized letter was sent out and included a real, hand-placed stamp. Just a note… the losing mailer was one of those direct mail coupon books full of competing offers and ads.
  3. The offer was personalized and very generous, but not so much that it “ate up” the profits. In the end, the mailer still has to be profitable, right?

Think about it. Would you rather get a generic postcard addressed to you or the “CURRENT RESIDENT”, or a personalized letter and envelope in the mail arriving at just the right time? Of course, the letter, which in turn makes you more likely to respond to the offer inside.

Maybe you’ve tried direct mail a time or two and found that it just wasn’t profitable. That’s okay. But don’t make up your mind quite yet. Instead, maybe follow the lead of Carino’s and make your next direct mail campaign worth doing.

Direct Marketing: The Business of the 21st Century

Direct marketing is truly the preferred business of the 21st century. Why? We are quickly discovering that we cannot rely on the standard of working for someone else, so it only makes sense that we would look to other resources to change our life. I am going to share with you more about direct marketing, how it works, and why people are turning to it for their livelihood.

What is it?

So, what is direct marketing? This type of marketing is no doubt different from what you are used to. The reality is that direct sales are what make a difference in the lives of others, from the perspective that you can sell to folks directly. People love being served and they like knowing that if there is a challenge with something they have purchased, that they can come to you directly for help.

Direct marketing is simply marketing something directly to an individual, and in some cases it can be a business. It doesn’t matter what the product is as long as it’s something that is needed by whomever you are marketing to. Over the years, this has been referred to as network marketing and even MLM, or multi-level marketing, which receives criticism from many people due to how it works, and how folks get paid.

The reality is that there isn’t anything wrong with direct marketing, and the truth is that if you are marketing a real, viable product that people need, then you have a business. Those who are encouraging you to recruit others without a product or service of value, are involved in pyramid schemes and should be avoided.

How it Works

Now that you know more about what direct marketing is, how does it really work? This type of marketing is actually rather simple, in that it includes a personal decision to sign up, get training for the product and service you are providing, make sales and also recruit other people to do the same. The more sales you make and the more people you recruit, the more you will get paid.

Direct marketing means that you yourself are marketing to the public. This can be done by traditional methods such as advertisement via radio, newspaper, or television. In these current times these advertising strategies are known as offline methods. Now that we are in the 21st century, marketing is changing, meaning that most of it is now online. This not only makes it easier to market to those you already know and have as customers, but you are also going to be able to market to those you don’t know more effectively by using the internet.

Imagine that now you have all of the opportunity in the world before you, and you don’t do anything with it. Shame on you, because this is why most folks who get involved in direct marketing DON’T make any money. Because you can now use the internet to make yourself known, you will be able to market to billions of people versus only a handful.

What’s Next?

Now that you know how you can make direct marketing work for you, are you ready to get involved? You can make good money in direct marketing, and it’s very satisfying.

Now that you know what direct marketing is and how to make it work effectively, you can get involved. It gives you the opportunity to earn money which is proportional to your efforts and build a rewarding and profitable business.