MASTERING THE ART OF DIRECT MAIL

While social media and search engine optimization dominate the marketplace for effective ways to build  your brand, don't forget, neglect or abandon your offline audience who still pine for the full-color personalized postcard, full of (tangible) money-saving coupons to decorate their countertop or desk until making a purchasing decision.  
So what factors are most important when planning and executing a direct mail campaign?


The receiver makes a decision within three seconds whether to keep or toss your communication during the initial skim of their mail.
Investing in a quality design and engaging copy with a clear call-to-action is the only way to make the first cut.

Choosing the right method to mail can mean big savings when it comes to postage.
While Every Door Direct Mail is designed to provide a reduced postage rate for local, route-specific mailings, if you are using an existing database bulk rates can vary greatly depending on the post office location and presort processing.  If you are not familiar with USPS mailing regulations, hire an experienced direct mail expert to secure the lowest postal rates and save you the reprint costs of a mis-sized or incorrectly indicia'd mailing piece.

Building a qualified database of targeted leads is key.
See our previous post on how to Optimize Your Audience for more tips to make the most of your advertising efforts with an effective list.

Don't forget about catering to your digital audience!
By providing an e-mail and web address, or including a QR code to send smartphone users to your website, all will provide easy access to more information about your products or services.  

Achieving desirable response rates does not happen overnight with the purchase of the "perfect" list or design; only through long-term testing and gauging of results do direct mail campaigns truly reach their full potential.  Stay tuned for more tips on how to build brand awareness through print media and direct mailing!

MARKETING 101

The first step in creating effective advertising is knowing:
a.) who your target audience is and b.) what motivates them to buy.

Is it price point, product feature or ease of online ordering that influences their decision?
Communicating why your product or service is better than the competitions is imperative to converting sales with your advertising. By analyzing demographic, psychographic and direct-response data it is now easier and more cost-effective than ever before to locate who is most likely to be in need of your product and what influences their purchasing habits.

Will the most cost-effective medium to reach your prospects be through drive time radio ads, web based marketing, promotional products or other means?
Understanding what media is most accessible and familiar to your audience is essential to developing a long-term ad campaign. Recognize consumer trends, embrace new technology and consider your own purchasing habits when designing a logo, preparing a direct mail piece or selecting a custom product to promote your brand.

See you next time when we discuss creating an effective logo!