There are many similarities between direct mail campaigns and other sales and marketing strategies. The most important is the need to optimize your mailings. The way you do this is just like anything else – you test and keep at it. It isn’t unusual to hit a wall if you’re new to DM or have little experience with this form of marketing.
The key to getting up and over the wall is to be persistent, firstly, and then to keep testing and improving until you get it right. Never expect your first mailing to be successful because that hardly happens. Highly experienced DM professionals are the exception, though. They achieved what they did through testing, optimizing and essentially persevering and gaining as much knowledge as they could.
Along with your offer, which is the most important element, you have to include a call to action. You want to avoid creating sales pressure in coming on too strong when you do this, however. People are funny in that you have to lead them by the hand with every step that you make. It’s all about motivating your potential clientele to take a specific action that can lead to the sale. Everything that you write, therefore, needs to be focused upon accomplishing a desired action. And in the copy itself, you need to place your call to action in strategic locations. A general rule for the first call to action is after you have told them how your product solves the problem.
If you know all about direct mail, then setup a marketing plan. Based upon the market that you are in and your products, you have certain alternatives. For example, this could be promotional ads. Try to categorize your list and sell to certain sections of it. Think of all of the many ways that you can break down your list and get them to your offers. Because of the internet, direct mail marketing has become more flexible. But, working online is not a necessity.
But users will like being able to contact you, respond to your offers or even place orders. So, include choices with your direct mailings. Businesses like to use social media sites for customer service. So you can have options of email, a phone number of a social media site connection. When people understand that you are online and give them choices, they will feel like they can control what is going on. Giving consumers more power in the situation really works wonders, do fit it into your plans.
When you come into your own about direct mailings, then you will be ready to begin your own direct mailing campaigns. But, do not get ahead of yourself. You could say that creating your first campaign could be compared to building a website for the first time. You are frustrated with what is going on, but it will be some time before you get positive results. The second time you build a site goes much faster and smoother. You will discover the same thing with your direct mailings, so jump on it.