Examples of Direct Mail

By Lanee' Blunt

Direct mail can be targeted to specific groups and prospects. It can be written for that specific group; it may be personalized, and designed as an effective marketing tool. It can be produced and mailed in a small campaign within days or weeks. Carefully targeted direct mail promotions may take longer to produce, but they are very effective.

The Mailing List
Give a lot of special attention to your mailing list. The mailing list is one of the most important aspects of a direct mail campaign. Contact a list broker; they may specialize in your particular business. Obviously, your list will depend upon your individual business but it is more involved than that. A mailing list broker can give you a detailed list for the exact people that will be interested in your product or service.

A direct mail package has to have an offer. An offer is what your prospect will receive when he calls about your direct mail. Having an offer gives the prospect a reason to respond to your direct mail. Offer a free newsletter, a free consultation visit, or a free sample.

Sales Letter
The sales letter must make the reader want the product or service. You can state a problem that the reader may be having and position your product or service as the solution. Use specific statements to make a strong and effective impression. The direct mail package should read as if you are speaking to a friend. Keep all technical jargon out of the sales letter.

C.A. Nolan & R.F. Warmke; Marketing Sales Promotion and Advertising; South-Western