Mailing List News
How To Effectively Utilize Direct Mail In Today’s Marketing
I am going to write about direct mail. That’s right mail. Good old fashioned mail.
There is a lot of talk about what works and what doesn’t. The thing is, it is different for everyone. There isn’t a solid formula I can give you to make your mail campaign successful. But, I can give some tried and true tips.
First, I am going to say that sending a mail piece to a consumer one time is not really marketing. Are you serious about getting that consumers attention? Think about yourself, how busy is your life and how many times does it take you to respond to an advertisement. Bingo! We are all busy and we need more than one chance. Numbers vary on what the magic number is, some say people don’t hear or really see it until they have heard it three times. Others say it takes 7 – 9 times to get a prospects attention, with the response rating going up each time. The product/service (name) recognition will increase with each piece. And there may still be activity on the 10th try. Really, doing multiple mailings is just common sense. We all lead busy lives and our needs and wants can change on a daily basis. A product or service that may not interest us one month could be just what we need the next month.
Next, it does matter what that mail piece looks like. Make it stand out, make it different, make it get a consumer’s attention. If it doesn’t grab a prospect’s attention, it goes in the trash with the other mail that looks unimportant. Next, don’t make it complicated. Remember the old “kiss” term, keep it simple stupid. Well, it still works.
Not only should the offer be simple and uncomplicated to understand but also the way a consumer can respond should be easy and convenient for that consumer. Since that ‘convenience’ can vary by person, provide more than one option for responding…Email, 800 numbers, web sites, etc.
Also, if possible, personalize the mail piece. Consumers respond more to a personalized piece than to a general piece without names. Everyone wants to feel special!
Test, test, test. Try different looks, different verbiage, and vary the size of the mailer. Use key codes or different 800 numbers to track the response rate so you can compare which mail piece seems to be pulling in more responders. Testing can be so important before the big roll out. Don’t waste your marketing dollars, test first.
Last but most certainly not least is the mail list. Whether you are needing a business list or a consumer list, it needs to be targeted. Selecting either type of mail list can give you hundreds of options. Target your audience as tightly as you can with the options provided in mailing lists. Make sure the lists are accurate and up to date. Don’t be afraid to ask questions when acquiring your mailing list.
Need help acquiring your mailing lists? Call us at Dundee Data and we can help you get started.
Sincerely,
Susan Walter
402-505-8239
Dundee Data Direct Omaha Nebraska Direct Marketing Company - Consumer and Business Data Lists
