Introduction to Direct Mail
The Mailing List: The Basic of Direct Mail
Materials to Mail
Tips for Your Direct Mail Campaign

Don’t think email is the only way these days to contact people, traditional mail is still a strong way to reach customers and attract new customers. USPS (United States Postal Service) has reported that 98% of consumers are still checking their mail on the day it is delivered, and 77% of those people check their mail right away. Because of this direct mail campaigns can be a great way to gain exposure, reach new markets, and introduce new products or special offers. Direct mail is also a great way to reach out to current or past customers.

Two important visible features of most businesses are to generate sales leads and advertising, and direct mail can help you accomplish both. Depending on your goals, you can determine what types of materials to mail out. Some popular mailing documents are promotional fliers, gift offers or discount vouchers to current customers. Another great way to gain exposure to new customers is to mail catalogs or materials that highlight new offers to a specific geographical region you are interested in reaching.

Direct mail studies have proven multiple times that it is one of the most effective ways to generate sales. Pintey Bowes explains that the average return on investment or ROI for direct mailing efforts is $10 for every $1. According to this study, direct mail can produce more sale volume than other traditional advertising methods including internet ads, television, commercial radio and advertisements.

Gaining more exposure and visibility for your business can be done with direct mail campaigns and help to reach your customers for your brand or products. The Direct Marketing Association reported that almost one-third of consumers who received a direct mail offer (i.e. discounts, personalized invitations, gift certificates) will go online to respond. Adding a personalized URL or other offer codes for an online marketing promotion can jump the rate up to 20-30%. Don’t forget about incorporating catalogs, product brochures and informational mailers. These can all be used in correlation to a website to generate excellent response rates. A comScore study executed in 2007 states that 67% of direct mail catalog recipients actually visited the company’s website.

Direct mail campaigns are actually very cost effective to execute, and they produce great results, especially when it is used to supplement a larger interactive campaign. There are mailing services that specialize in direct mail campaigns and can provide you with:

· Address lists

· Printing services

· Copy writing services

Don’t jump into a direct mail campaign blindly. You need to know the basics of how to generate and/or purchase a quality mailing list, which is usually based on your market research. Other things to keep in mind are know what to mail and how to save on postage.

This buyer guide will provide you a quick overview for how to go about your direct mail effort, how to get started, what it will cost, how a mailing service can be helpful to you, and some expert tips to ensure your campaign will generate interest and sales.

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