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Direct Mail Tip of the Week

The most important element in the success of a mailing is usually the mailing list. A magnificent mailing piece sent to the wrong audience will have very little chance of success. An average mailing piece sent to the right list of people stands a good chance of being profitable.

Direct Mail Tip of the Week

When enclosing a reply card or envelope in a direct mail package, always prepay the return postage by using a permit. It will more than pay for itself in terms of results. Whenever you ask someone to do something, such as finding and affixing their own stamp, a percentage of them won’t do it and your response will suffer.

Direct Mail Tip of the Week

Happy New Year! Hope you enjoy our first direct mail tip of the week for 2008. Don’t hesitate to get professional help. Chances are you’re very good at running your own business and delivering whatever service you provide. Perhaps, copywriting is not your strong points. Don’t hesitate to get professional help if you need it. Check with your chamber of commerce or other business people you know and ask for referrals. There are many competent writers that will be glad to help you prepare a direct mail piece.

Direct Mail Tip of the Week

What’s the best day to mail? Everyday. Watch your mailbox and, of course, you’ll get mail every day. Try to avoid mailing into holidays such as Thanksgiving or Christmas when you know people will be otherwise occupied….but it’s extremely difficult to try to time to your mailing to arrive on a precise date. Regular contact with your customers and prospects is the most important thing.

Direct Mail Tip of the Week

Be sure you can deliver what you promise. Never make a claim in your advertising that you cannot fulfill. Don’t promise one day service when you are backed up for a week. Don’t offer something for free when there are hidden charges. When you make a promise, deliver on it. You’ll build good will and your customers will keep coming back.

Direct Mail Tip of the Week

Write the same way that you talk. Watch long cumbersome sentences and great big words that you probably don’t use in everyday conversation. Your readers will have an easier time understanding you and you’ll get better results from your direct mail.

Direct Mail Tip of the Week

Color postcards typically out pull black and white ones. We live in a world of color and you are competing for attention in your prospect’s mailbox. The cost of color today is so inexpensive that you should use it wherever possible. Your results will improve.

Direct Mail Tip of the Week

Consider addressing your mail with the name of the recipient and a second line that says “or current resident”.
That way the Postal Service can deliver your mail to whoever resides at the address in the event your prospect has moved. Without this statement, your mail will not be delivered if the named recipient is no longer there.

Direct Mail Tip of the Week

Be sure you can deliver what you promise. Never make a claim in your advertising that you cannot fulfill. Don’t promise one day service when you are backed up for a week. Don’t offer something for free when there are hidden charges. When you make a promise, deliver on it. You’ll build good will and your customers will keep coming back.

Direct Mail Tip of the Week

Consider using a postcard as a coupon. Let’s say your direct mail postcard offers a discount of 20% on a purchase. Why not ask your recipient to bring in the postcard in order to receive the discount? In that way you can easily count the postcards to measure your rate of response. It also makes your card more valuable to the receiver. It’s the same as cash.