Direct Mail Marketing Strategy

Before you ever send out any kind of mailer there are a few things that have to be determined first. The goal of this article is to provide a few ideas of how to strategize before mailing anything out. Below are a few simple tips to help increase the response of your next campaign.

Set your Goals

If you don't specify your goals and objectives you can't achieve them. For your campaign to be successful everything must be structured around who your target customer is, and what you want them to do. Do you wan't them to go some place, buy something, or answer your questions? These are the questions that need to be asked first.

Choose your Target Audience

Who are you targeting and why? Use your own experience and expertise because no one knows your customers better than you do. Apply that knowledge when renting a mailing list or using your in house list. Study your customers and build a customer profile, so that you can design your mailer accordingly.

What's the Objective?

What is the objective of the campaign and how are you going to appeal to your customers? Here are a few ideas to get you started:

  1. ActionIf your brochure is designed to illicit a specific action, coach your target customers through the process. If you want them to buy something from you, make sure there is an incentive and a call to action.
  2. EducationIf your goal is to educate your audience give them the information you want them to know, send them an announcement about new products, or equipment and how they will benefit from it.
  3. EmotionAppealing to human emotion is a great way to get your company noticed. If your brochure has pictures and verbiage that generate some kind of emotional response your audience will remember you. Every person in the world takes action because they feel something. use that to your advantage. Show them why they should care, and then tell them how to respond.