Planning A Successful Direct Mail Campaign
Direct mail is a highly effective form of advertising that is used successfully by many businesses. It is one of the most popular ways to advertise, publicize, generate sales and build image.
The benefits of direct mail include:
- Allows you to communicate a specific message directly to your target market — eliminating wasted ad dollars
- Can be read by the recipient at their convenience, when they will be more likely to concentrate on your message
- Response can be quantified and measured
Getting Started
An effective direct mail campaign takes careful planning. Below are several important factors to consider:
- Select the right mailing list for your target market.
- Create a compelling offer, taking into account costs and profit margins, your competition's prices and your customers' perceived value for your product or service.
- Keep your message simple. Use graphics to enhance your mailing.
- Choose an appropriate format, such as postcards, coupon books, uniquely shaped mail pieces and envelopes that stand out.
- Know how far in advance to mail (this is especially important if your business is seasonal or centered around events such as birthdays, graduations or holidays).
- Mail to the same audience more than once, using different offers. Doing so can produce a lift in response, and will also help you determine which offers are most appealing to your audience.
- Analyze response, expenses and net profit and utilize the results to help you plan your next effort.
- Continue to test your variables (lists, offer, price, mailing piece, timing).To ensure the accuracy and measurability of your results, only change one variable at a time.
ASL can help you create the right mailing list
ASL has been the leading provider of quality youth marketing lists for over 35 years. Our expertise is in targeting Teens, Tweens, Gen Y, High School Students, College Students, College Bound Students, Families and Young Adults. Our total database has over 100 million names, and can be segmented in numerous ways including age, class year, ethnicity, geographic location, household income, college attended and occupation.
ASL is a mailing list compiler.While we can help you create the best list for your needs, we do not create the actual mailing, or prepare your mailing to launch.
Creating your mailing
There are various formats to choose from, including postcards, letters/envelopes, catalogs and brochures. Each offers distinct advantages and disadvantages. For example, postcards are inexpensive and allow the reader to instantly read your message, but offer limited space. Alternatively, letter/envelope mailings allow you to provide more information, but can also be more expensive to mail, and require the piece to be opened before your full message can be viewed.
When creating a mail piece, there are many resources you can turn to, including ad agencies, graphic designers and printers.There are also "do-it-yourself" websites that will help you create postcards online and manage the mailing for you.These sites are easy to use and fairly economical.
For more information on how to maximize your direct mail efforts, please contact an ASL sales representative. Additional information, as well as a free guide to using direct mail, is available on the US Postal Service® website.