This month we are going to highlight the pros and cons of various direct mail pieces. While we love all direct mail, your campaign may benefit more from using a letter over a postcard - or vice versa.
Focus On: Direct Mail Letters
Direct mail letters are a cost effective way to reach your current and prospective customers. When using a printing company that specializes in direct mail, they will offer you every thing you need. You will be working with an experienced direct mail professional who can help you cover all your bases. Direct mail companies are familiar with letter/envelope size and weight, postage, data lists, templates, and copywriting. Of course you have the option to send your direct mail letter on your own. However, make sure that you compile a credible data list and check postage and weight before mailing.
Writing effective copy
One of the most important aspects of your direct mail piece is the copy. If you want a high response rate, you will want to work with a specialist that is familiar with your industry or type of business. Good copy will give the prospect a reason to reply immediately - usually by stating that the offer is "limited time only". Another incentive to guarantee early response is to offer something to prospects that respond within a certain time frame. For example, anyone who responds within twenty-four hours may receive something free. Also, let prospects know that there is a limited number of your offer available to encourage them to respond quickly.
Buying a list
Direct marketing experts agree that the direct mail list - who you are mailing to - is the most important factor in the success of your direct mail campaign. Experts claim that the direct mail list accounts for about 50% of the success of your mail. If you search Google for a "direct mail list" you'll get more than ten million results. If it's your first time mailing, you will probably be a bit overwhelmed. Even if you decide to print your own letter, it's probably best that you use a data company to provide details on who to mail to. If you do this without going through a direct mail company, read reviews and spend a lot of time researching companies so that you do not get scammed.
Size and weight
The U.S. Postal Service is very specific when it comes to acceptable format sizes for mail. Luckily, when you work with a professional service, they are familiar with how the USPS works and most likely even know some of the associates locally by name. Instead of making your already busy schedule more stressful, your direct mail coordinator will be the middle man. To view more details on the USPS standards for mail, click here.
Other tips for your direct mail letter
- Make the letter friendly and conversational
- Remember who the letter is written by. If it's coming from one person, use "I" and "you"
- Make key parts of your letter stand out by using bold text, underlined words and different font sizes.
- Don't write too much: keep your paragraphs short so that they don't overwhelm the reader
- Get to your point. Start off your letter with a question to spark interest.
- Give your reader a call to action! Tell them what to do. Calling a certain number, send in a reply card, go to a website, etc...
- Include a "PS:". Studies have shown that readers tend to look at the PS comment before anything else.
Ready to get started on your next direct mail campaign? Let Synergy help you!
Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives. Or get a free quote by visiting http://www.synergyvxpromotions.com
