Direct Mail Design Ideas

We have all come to completely accept the Internet -- a world without the Internet is almost unthinkable! After all, you can set up your own Internet store for as little as $8.00 per month. But it's also true that many people are still achieving marketing success using direct mail. Some people ask if direct mail is still a viable method. You can answer the question by observing the overwhelming volume of marketing material that arrives to you every day.

I regularly get snail mail from Oreck. They demonstrate the strength of their vacuum cleaner by having it pick up a bowling ball. You might wonder if they could have promoted their product better over the Internet. Well, yes and no. People are becoming more difficult to contact. If you have a specific market you want to aim for, snail mail can be an incredibly effective way. It's not as cost effective as spam, and it's more difficult to accomplish. However, it can yield better results which can be projected and tracked with more accuracy.

You can sell to a large number of people on individual customer basis instead of a mass market basis, which eliminates the low market competitive pressures. Direct marketing is a way to market your products to target customers where they live, unlike the "geographic stores" of a retail system which targets potential customers based on where the best prospects might be. Unlike using a search engine, you know exactly where your mailing is going. The target prospects are located without the use of a middleman, and a true knowledge of customer behavior is found with unmediated transactions. Using promotions, communications, deals and target markets are constantly refined to get the optimum results, which offer you total control over the sales process. Like with the Internet, all sales are paid in advance, so there's no slow credit or slow pay problems. A data driven system that's completely accountable is put into place.

The fundamentals of an effective direct mail campaign are many. The letter itself, aside from the actual envelope, is the most critical portion of the mailing. A reply deadline does wonders to create a sense of urgency to act, even if a hard and fast deadline doesn't really exist the infomercials that urge viewers to "call while supplies last" utilize this same technique. A way to contact you via phone, e-mail, or URL should be included in the letter so the reader can reach you. Testimonials, third-party endorsements, are always more potent than tooting your own horn about how great your product is. Include quotations from satisfied customers to support your claims. Offering a free gift or special deal with purchase is also a great way to get a reader hooked and take action.

Perfect your Direct Mail in just Twelve Steps

Theories about direct mail are as varied as the number of direct mail companies, but all will agree that your mail pieces must flow well and grab and keep the reader's attention. These twelve steps will help you create a successful direct mail piece:

Accurately identify your target audience. Your sales will be directly linked to your ability to tailor your pitch to the right audience.
Address readers as "you" as frequently as possible. Use the word "you" four times for every time you use the word "I." People like to feel like the message is written directly to them.
The signature at the bottom should belong to the person running the business - the organization's president, for example. This practice develops relationships with customers, who will see consistency across many sales materials.
Make a charter offer. Charter offers draw in people, who like to be involved from the start of an enterprise.
To ensure consistent sales for every month, create a continuity program, such as a Product of the Month Club. Offer trial memberships so customers can get their feet wet without spending a lot to start.
Offer multiple levels of your product. People like to have choices, so a "good," "better," "best" (or best buy) strategy adds appeal to your pitch. This approach works much better than a "take this product it or leave it" offer.
Use your envelope well. Add a message to it as a teaser for what's inside. Words like "free," "new," "announcing" and "important dated material" add excitement and get people to open the envelope.
Make ordering as easy as possible. Enclose reply cards and put your toll-free number in large print. If people don't know how to reach you, they won't buy from you.
Make your mailing piece stand out from others in the mailbox by using unusually sized envelopes or textured papers. An excellent example is the wallet mailer by Megabucks marketing .
Change one thing for each mailing and keep what works for the next mailing. Closely observe who responds to which ad.
No matter how familiar you are with your product, remember that the consumer has not yet seen it in person. They have to trust you when you say that the product is worth its cost and will be delivered in a timely manner. Boost their confidence with free help lines and an excellent guarantee.
Use headlines, such as one you would see on a tabloid newspaper. Don't use the first one you write. Even professional copywriters write and rewrite. Headlines are vital, so get yours right.