Tips on Direct Mail Marketing

ByLanee’ Blunt

Direct mail isnot just for large corporations, if it is written correctly, it will be to youradvantage to use. It will help you get more prospects. Actually the salesletter is ideal for small business because it can completely give the benefitsof using your service. The package can be highly personalized to your targetaudience and can be produced with a laser printer, and letterhead stationery.

They are goodat keeping your name in front of prospects so when they are ready to buy theymight call your company.  They areeffective in helping to keep in touch with former customers.  You can obtain better qualified leads andwhen someone sends you a reply form back they will be expecting you to callthem.

The direct mail should have an offer.The most important element to have in direct mail is the offer. It gives theprospect a reason to respond to your direct mail. An offer is what yourprospect will receive when he calls you. The offer gives the prospect a reasonto call. For example, you can offer your prospect a free sample if he calls, orgive him a free informative brochure.

Your directmail can be targeted toward a group of people and written just for that groupto interest them in your product or service. Examine carefully your product orservice and make a list of the features and benefits.

Direct Mail Advertising

ByLanee’ Blunt

Write a product marketing letter--
GlennPeb

Directmail advertising is a common form of advertising. They are used by multimilliondollar corporations and by small businesses. Direct mail is effective ingetting more leads, selling products, and getting your sales team into thedoor. Marketing letters are effective in getting sales leads and can help youmarket your service with direct mail.   Directmail can be used instead of cold calling and when you call the prospect theywill expect to hear from you.

Reachesa Target Market

Yourdirect mail can be targeted toward a group of people and written just for thatgroup to interest them in your product or service. Examine carefully yourproduct or service and make a list of the features and benefits. “Direct mailis the only mass medium that can be directed toward target groups or prospects.The message may be highly personalized and can also be designed as an effectivemarket research tool,” according to B. Charles Ames and James D. Hlavacek, intheir book, Managerial Marketing for Industrial Firms, Random House,

Test

An advantageof using a sales letter is that it can be tested to see how well it will do. Testyour sales letter before you invest your time and your money in a direct mailprogram.  You have to know if the letterwill pull a response.  You can use asmall sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and youreceive no response then you must revise your letter.

Reference:

B. CharlesAmes and James D. Hlavacek; Managerial Marketing for Industrial Firms, RandomHouse

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Advantages of Direct Mail for Mortgage Brokers

By Lanee’ Blunt

A direct mail can beproduced with a laser printer, letterhead stationary, and a qualified mailinglist. If the sales message is what it should be a percentage of readers on yourmailing list will respond about the advertised product or service. When youneed more leads for your mortgage business there are some advantages of using asales letter to generate leads.  Directmail is not just for large corporations, if it is written correctly, it will beto your advantage to use.

Sales Letter

A sales letter is used inthe direct package. It is a powerful tool if written properly. The lettershould drive home your selling points and the benefits of using your mortgagebusiness. A careful analysis of the market has to be made when you write theletter. For example, it requires that you know your audience. The letter has togain the attention of the reader and specify your selling points. Most of theselling in the direct mail package is done in the sales letter. Sales lettercan outdo most of the direct mail packages that don’t have a letter.

The Direct Mail can be Tested

A great benefit of using adirect mail is that it can be tested to see how well it will do. Before youinvest your time and your money in a direct mail program you should test yoursales letter.  You have to know if theletter will pull a response.  You can usea small sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and youreceive no response then you must revise your letter.

You Can Determine your Response

Lead generating direct getresults. Each time you send it out you can expect the package to pull in thesame amount of leads. You can determine the result of your direct mail afteryou send out the package.  After you havetested the sample your response rate should be the same every time you send thedirect mail. According to C.A. Nolan and R.F. Warmke’s book, Marketing Sales Promotion and Advertising, “Largebusiness organizations make every attempt to predetermine the market before asales letter campaign is started.”

Reference:

C.A. Nolan and R.F. Warmke’sbook; Marketing Sales Promotion andAdvertising; South-Western

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Advantages of Direct Mail Advertising for Computer Technicians

By Lanee’ Blunt

A direct mail package hasmany advantages to offer your computer repair business. There are many benefitsto using direct mail for a computer technician. Your advertising efforts willposition your company name in the customer’s mind so when they think of hiringa computer technician they’ll call you.

Reaches a Target Market

Your direct mail can betargeted toward a group of people and written just for that group to interestthem in your computer repair service. “Direct mail is the only mass medium thatcan be directed toward target groups or prospects. The message may be highlypersonalized and can also be designed as an effective market research tool,”according to B. Charles Ames and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.

Low Cost

Your letters can be writtenon your computer. You can send out as many or as few as you like.  You can send out a batch of 500 letters withonly the cost of postage, envelopes and paper. Personal letters are low cost, you can send out as few as oneletter.  According to Jay ConradLevinson, in his book, GuerrillaMarketing, “The writing of personal letters, not direct mailings of largequantities of letters and brochures, but simple, personal letters, is one ofthe most effective, easy, inexpensive and overlooked methods of marketing.”

Leads

Direct mail can generateleads. If you don’t like cold calling, then you’ll love direct mail. You cansend out hundreds or even thousands of letters without ever having to make onephone call. The prospect will call you if you provide your contact information.You will have a ratio of how many letters to send to receive a reply.

Reference:

Jay Conrad Levinson; GuerrillaMarketing; Houghton Mifflin

B. Charles Ames and James D.Hlavacek; Managerial Marketing for Industrial Firms; Random House

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Postcard Marketing Tips

By Lanee’ Blunt

Postcard marketing works ifit is done the right way. Postcard advertising is ideal for the small businessowner on a budget. You have a better chance of getting the postcard readbecause it has no envelope. It is important that you know your market becauseyou can have the best laminated postcard, with graphics design and if yourmailing list is wrong you won’t profit from the campaign.

The Offer

The postcard should have anoffer.  What does your company offer theprospect?  Your response rate will bemuch higher if your small business has an offer.  You might offer free shipping, or a specialbonus offer, or a discount on your service.

The Mailing List

Purchase a mailing list froma list broker or media company to use for a specified length of time, or for acertain number of communications. Know your audience before you order yourmailing list. It is important that you are clear about your best customers and thentry and clone them. The best lists available to you will be your house list.  A house list consists of customers and peoplethat have already responded to your ads and have bought from you in the past.

Expense

The cost is low, here in theUSA;postage for a postcard is about $0.28 opposed to $0.44 for a first classenvelope. You don’t have to send a lot of postcards at one time, and if youhave a new prospect then them a postcard.



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How to Make a Marketing Letter for a Small Business

By Lanee’ Blunt

Small businesses can usedirect mail to get new clients, get more customers, sell their products, and asa follow up.  One advantage of usingdirect mail is that you don’t have to cold call and if you don’t like coldcalling then sending sales letters may be beneficial. There are many advantagesof using direct mail that will help you market your small business.

Defined exactly what youwant your reader to do after they have read your sales letter?  Would you like your prospect to ask forinformation? Suggest that they send for your information package.  If your goal is for a home visit if this isthe case, you can suggest that you’ll call them to set up an appointment.Having an offer gives the prospect a reason to respond to your direct mail. Usean active voice when writing the offer. 

Work hard to get yourreaders attention and keep it.  Give themyour sells points and stress some benefits of using your business. Useheadlines in the sales letter because they gain attention. 

A sales letter has to have acall to action, which tells the reader to pick up the phone and call now. Ifthe product is sold by mail ask them to send for more information. Make it easyfor your prospect take action.

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What is Direct Mail Advertising?

Direct mail is a selectiveform of advertising. The direct mail package is directed to the person thatappears on the mailing list. It can be used as a follow up of people that haveshown interest in your product or service. 

Your direct mail can betargeted toward a group of people and written just for that group to interestthem in your product or service. “Direct mail is the only mass medium that canbe directed toward target groups or prospects. The message may be highlypersonalized and can also be designed as an effective market research tool,”according to B. Charles Ames and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.

Direct mail is used to getmore qualified leads. When you need more prospects send out another batch ofletters.  There will be no cold callingand when you call the prospect they will expect to hear from you.

An email letter can be usedas direct mail too. It is a good marketing tool. You don’t want to send spam,but a sales letter that will be effective. You can write a marketing letter that will get your foot in the door andget your product sold.  Email marketingletters are successful if handled properly. Email used as direct marketing ischeaper because you don’t have to worry about the cost of printing the mailingpiece, the envelope, and the postage.

Direct mail is an excellentway to sell your product by mail. You can use as many words or as many picturesas it takes to make the sale by adding a brochure or catalogue with the letter.

Reference:

B. Charles Ames and James D.Hlavacek; Managerial Marketing for Industrial Firms; Random House

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How to Create a Direct Mail Postcard

By Lanee’ Blunt

Direct mail postcards canbe an effective way to market your business. They are small and require nofolding or opening and can obtain any advertising message you wish to include. Sincethey don’t have to be opened you can expect that your advertising message willat least be glanced at. Postcard marketing is a powerful lead-generation toolbecause it enables you to be creative and enticing in one advertisingpiece. 

Before creating your postcard make sure that you have a good mailing list. It is the most important partof a direct mail campaign. The best mailing list puts your advertising messagein front of the people that are looking for exactly what you are selling.  Identify your target market by income,gender, age, profession, and geographic location.

Keep it simple on theaddress side because there are several requirements that dictate how you layout your postcard for example, the address information, postage and the mailbarcode.

The other side can be a usedfor your advertising message, or you can use the whole area for a coupon, or asale. Write an attention-getting headline, a few features and a few benefits,an offer and a call to action. Be brief and use bulleted points for yourfeatures and benefits. Proofread your postcards before they’re printed. Includeall of your contact information, phone, website or email address so that theprospect can get more information.

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What are the Benefits of Using Marketing Letters?

By Lanee’ Blunt

A marketing letter is apowerful piece of your direct mail package. A sales letter will out pull apackage that does not have a sales letter. If the sales message is what itshould be a percentage of readers on your mailing list will respond about theadvertised product or service.  When youwrite your direct mail package it requires that you know your audience.

The sales letter will helpyou to keep in touch with your prospects and will keep your company in theirmind, so when they are ready to make a purchase they will think of yourcompany. A sales letter will help you keep in touch with former customers too.

Before you invest your timeand your money in a direct mail program you should test your sales letter.  A great benefit of using a sales letter isthat it can be tested to see how well it will do. You have to know if theletter will pull a response.  You can usea small sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and youreceive no response then you must revise your letter. If the letter received asufficient response then you have a winner mail it to everyone on your mailinglist.

You should carefully examineyour product or service.  Think about howuseful your product or service is and how it will help the consumer.  Carefully examine the market.  What is your key consumer benefit?  Answer all of the questions before you writeyour sales letter.

How to Write a Marketing Letter: Sell Products by Mail

By Lanee’ Blunt

Write a sales letter--
GlennPeb

Write marketing lettersfor your small business that get attention. Here are some tips on creating sales letters.

There are many advantages ofusing direct mail that will help you market your small business. Don’t shy awayfrom proven methods of advertising because you may not understand how they canwork for your business. Advertising is a challenge and you need to do itwithout breaking your bank.

Defined exactly what youwant your prospect to do after they have read your letter?  Would you like your prospect to ask forinformation? Suggest that they send for your information package.  You may want to give the prospect a homevisit if this is the case, you can suggest that you’ll call them to set up anappointment.

Your product is important tothe consumer in the following ways, what are the benefits that they get forusing it?  The offer is very important inyour sales letter.  What is your primaryoffer, many product sales letters are not productive because they fail to givean offer.  Tell the prospect that youwill ship the product for free, or you have a free special bonus offer. Youdon’t always have to give a free gift you can give a money back guarantee.

You must have a call toaction, which tells the reader to pick up the phone and call now. If theproduct is sold by mail ask them to send for more informatiion. Make yourprospect take action and make it easy for them to do so.

Ideas for How Contractors Can Use Direct Mail

By Lanee’ Blunt

A contractor can benefitfrom using direct mail for their particular business.  Marketing letters are a great way to getsales leads and can help you market your service with direct mail.  Direct mail is not just for largecorporations, if it is written correctly, it will be to your advantage to use.Direct mail is ideal for contractors because it can completely give thebenefits of using your service.

Get More Customers

Direct mail can be used bycontractors to get more qualified leads. No cold calling is required and when you call the prospect they willexpect to hear from you.

Follow Up

Contractors may use directmail as a follow up to a direct marketing campaign.  The follow-up marketing letter is used tokeep your business name in front of your customers.

Reach Your Target Market

Target your direct mailtoward a specific group of people and write the package just for that group tointerest them in your contracting service. “Direct mail is the only mass mediumthat can be directed toward target groups or prospects. The message may behighly personalized and can also be designed as an effective market researchtool,” according to B. Charles Ames and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.

Inexpensive Advertising

It depends on how manyletters you are planning to send, and where you plan to get your mailing listfrom. The package is inexpensive and cost effective with only the cost forenvelopes, paper, and postage.

Reference:

B. Charles Ames & JamesD. Hlavacek; Managerial Marketing for Industrial Firms, Random House

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Advantages and Disadvantages of Sending Postcards

By Lanee’ Blunt

Postcards are a great way toadvertise. The advertisement is written on one side of the card which allowsthe prospect to read it even briefly. You have a better chance of getting the postcard read because it has noenvelope. They are easy to create too. They have a way of speaking directly toyour client in a personal way. Postcard advertising is ideal for the smallbusiness owner on a budget.

Cheap

One advantage of postcardsis direct mail can be expensive depending on how many letters you aresending.  If you are planning to sendthousands of letters, at different intervals, this can be quite expensive. Youwill save on postage if you are planning to send large quantities of postcards.The cost is low, here in the USA;postage for a postcard is about $0.28 opposed to the cost for a first classstamped envelope.

Inform

They don’t make the sale,but they pave the way to send more advertising literature.  You can use them to let customers know thatyou are offering a discount, or let prospects know that a salesperson willvisit them. They do not require opening, so offer a discount, or a specialbonus, and your postcard will at least be evaluated.

Size

A disadvantage of postcardsis the limited size. You may want to put a lot of information on it but theamount of content that can go on the card is limited.

Privacy

Another disadvantage is thatyou will not have the privacy of using regular direct mail, and they do notprovide a means of concealing content.

Reference:

Crownstyles: The Advantagesand Disadvantages of Advertising Postcards

Test Direct Mail

By Lanee’ Blunt

Before you invest your timeand your money in a direct mail program you should test your sales letter. Youhave to know if the letter will pull a response.  A great benefit of using a sales letter isthat it can be tested to see how well it will do. 

You can test your directmail before you invest a lot of money in the sales campaign.  And you should test it.  You can send a small sample of letters to seewhat your response of the direct mail will be. For example, if you send 100 letters and you receive 3 replies then youhave a 3% response rate.  If you send out100 letters and have no replies then you have to revise the direct mail.

The letter is able to testmany things when it is mailed.  You cantest prices, titles, offers, and audiences. Keep accurate records of change of address, response rates and theresults of each mailing.

Direct Mail Advertising

By Lanee’ Blunt

Direct mail is an effective wayto get more leads, sell products, and get your sales team into the door.  Advertising is a challenge and you need to doit without breaking your bank. Direct mail is not just for large corporations,if it is written correctly, it will be to your advantage to use.

Reaches a Target Market

Your direct mail can betargeted toward a group of people and written just for that group to interestthem in your product or service. “Direct mail is the only mass medium that canbe directed toward target groups or prospects. The message may be highlypersonalized and can also be designed as an effective market research tool,”according to B. Charles Ames & James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.

Sales letters are LowCost

Your letters can bewritten on your computer. You can send out as many or as few as you like.  You can send out a batch of 500 letters withonly the cost of postage, envelopes and paper. Personal letters are low cost, you can send out as few as one letter.The personal letter will have the prospects full name, business address, andsomething about their particular business. Personal letters is one of the mosteffective, easy, inexpensive and overlooked methods of marketing.

Reference:

B. Charles Ames & JamesD. Hlavacek; Managerial Marketing for Industrial Firms; Random House

Jay Conrad Levinson; Guerrilla Marketing; Houghton Mifflin

Direct Mail Advertising Tips

By Lanee’ Blunt

A sales letter can beproduced with a laser printer, letterhead stationary, and a qualified mailinglist.  Direct mail is an excellent way tosell your products.  You can write akiller sales letter that will get your foot in the door.  If you hate cold calling; sending direct mailto a qualified mailing list has been proven effective in gaining better leads.

Focus on the Audience

What is the prospect’sproblem, and how can your company help them? Your direct mail will tell the reader the benefits of using yourbusiness. This will help you write a tight well targeted letter.

Benefits

Begin with a desirablebenefit and what the customer wants from your service that your competitorcannot match. The sales letter’s focus will be on the benefits of the customerand what the consumer wants. Try not to focus on your company and how great youare, but focus on what your company does for the prospect. Does your product orservice save the consumer money? Improve productivity? Does your software solveproblems? Stress benefits in your letter.

The P.S. and ShouldYour Sales Letter Have One

The advantage of having aP.S. on your sales letter is that it has been known to lift response.  You should not waste any time here, give thetime limited offer again, your free gift, or your best benefit.  You can put your toll free number if you haveone, or just a regular telephone or fax number will do.

Direct Mail Advantages

By Lanee’ Blunt

Direct mail is effective ingetting sales leads and can help you market your service. A good direct mailpackage for your company can make your prospect take action. Small businessesshy away from direct mail because they don’t understand how it can work fortheir particular company.  Sales letterscan be a powerful tool for your business if handled the right way.

Test

A great benefit of usingdirect mail is that it can be tested to see how well it will do. Before youinvest your time and your money in a direct mail program you should testit.  You have to know if the direct mailwill pull a response.  You can use asmall sample of one hundred letters, mail them and test your response.  If the direct mail is not strong enough andyou receive no response then you must revise your letter.

Follow up

The direct mail package canbe used to stay in touch with your former customers and your prospects.  You can use a brochure with your letter, orsend something that you’ve written like one of your published articles. Thismay help the prospect make the decision to use your firm by giving theminformation that is beneficial.

How to Use Direct Mail

By Lanee’ Blunt

Direct mail can help you getleads, sell your products and get repeat business. Small businesses oftenstruggle to get a marketing program. There are many advantages to using directmail and it can be targeted toward a group of prospects. The message may bepersonalized and can also be designed as an effective market research tool.

Leads

Use direct mail to obtainleads for sales representatives or a telemarketing staff. If you need moreleads for your firm you can use a sales letter to generate leads. You can getmore qualified leads by using a mailing list. When you need more prospects sendout another batch of letters. There will be no cold calling when you call theprospect they will expect to hear from you if you send them a reply card in yourpackage. Most of they time they will check the “call me” box on the card.

Build a customer list

Direct mail can be used tobuild a customer list who is interested in areas related to your specialty.

Keep in Touch

Direct mail can be used tostay in contact with your customers. You don’t have to be too pushy by askingif they are ready to buy from you, just send them a direct mail package.

Reference:

B. Charles Ames & JamesD. Hlavacek; Managerial Marketing for Industrial Firms; Random House

How to Measure Direct Mail Results

By Lanee’ Blunt

Direct mail can be targetedto specific groups and prospects. It is one of the most measurable marketingtools. It can be carefully targeted and you can create ways that will traceback new leads and let you know which campaign worked.

You may have several adcampaigns running simultaneously, or you have received a lot of orders, orcalls and increased traffic to your website after a direct mail campaign. Thereis no need to assume that you know where the leads came from, but it is a wayto measure or track your direct mail results. A measurement system shouldmeasure important activities of the direct marketing program which will relateto the success or failure of the campaign.

Use Tracking Codes

Incorporate a tracking codeon your coupons and on your self-addressed reply cards, forms or envelopes.These tracking codes will be different and for certain pieces only.

Toll-Free Number

Offer a specific toll-freetelephone number. There may be many different letters or direct mail piecesthat you are using, so set-up a different toll-free number for each direct mailpackage.

Email Address

Set up an email address andonly use it for a certain campaign.

Tracking systems help yougauge the results of your campaign before you send out a large-scale campaign.It will save you time and money to actually know what worked and what didn’t.

Reference:

Deliver Magazine: 7 Ways toMeasure Mail Success

Andrew R. Thomas; DirectMarketing in Action; Praeger, 2007

How to Use Postcards to Advertise a Business

By Lanee' Blunt

Postcard advertising is easyto use and it is an effective form of direct mail. They are inexpensive andeasy to create, and put your message in front of your prospect. They allow youto keep your prospects informed, generate leads, and announce special sales.

You can use postcardadvertising selectively. You can send postcards by the tons, or you can justsend one to any group of customers on your mailing list.

Postcards can create leadsby letting customers know of events you are planning, for example a sale, or aspecial promotion. They can be used as a follow up to prospects that haven’tresponded to your mailing program, by keeping your business name in front ofthem. They can be used with other pieces of your direct mail at certain timesof the month. Let the prospect know that you are offering a special discountwithin a certain time period.

Postcards can be used as aprinted reminder to come in and service their car, or to visit your website foradditional information.

Postcards are an effectiveway to advertise and they reach your prospects with a professional approach.They are a great low cost way to get familiar with how direct mail can work foryour business.

Reference:

Advertising for SmallBusinesses: Post Card Advertising

Larry Mersereau; Post CardPower, Promo Power; 2004

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.

Offer

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.

Reference:

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