Direct Mail Marketing – The Basics

Direct Mail Marketing

Direct mail marketing is the elder process of direct marketing. 

Although many have switched to email marketing over direct mail marketing, it still considered as a common technique of direct marketing. It gives the individual the advantage of touch and feel unlike emails. Before enacting direct mail, you need to contemplate factors such as the clients to be sent, the method of getting them and the prospective clients.

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To achieve the above goals, you will need to perform research. Start your campaign by sending out a few mails to a chosen number of clients.

For marketing the mailing area is very important. Give some thought as to which neighborhoods will yield future customers. Do some research centered on the neighborhood in terms of salary, area and the household content. This will form the foundation of your direct mail marketing campaign. You will also need to create an information base with the current clients information and sending them the most recent offers and promotions will generate sales.

Here are some ways in which you can get additional result rates through the mail. First and foremost is to contact the customer often. However do not overwhelm the client with irrelevant information but interesting and necessary pieces of information.

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Set up a loyalty program as a component of your strategy. This reward centered program will be a gesture of thanks towards the clients who are continuing to be a part of your enterprise.

Create a referral program as a part of your marketing method. Ask your clients to introduce their friends and family to your products and solutions. You could get the addresses and then send them a promotional offer. Ask your customers to create a testimonial as a part of your direct mail marketing strategy. This will be a review of the product or the service received from your business.

You can send out a monthly newsletter to improve your direct mail marketing revenue. This will feature presenting new products, tips and other valuable information.

Certain direct mail marketing campaign strategies are absolutely essential to making sure that you recoup your marketing investment. Read on to discover the direct mail marketing ideas that may invigorate your campaign and send your sales rocketing!

What To Highlight

There are 3 things need to pop out on your mailers or postcards: free offers, the unconditional guarantee, and contact information.

Nearly every consumer will give something a try if they don’t have to spend money, whether they are offered a free sample or a money-back guarantee. Getting consumers comfortable with your product through the introductory offer or free sample sets them up to be ready to buy. Remember, though, they can’t follow up if you don’t provide easy contact information – without that, chances are they simply won’t bother.

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How it Should Look

Your direct mail materials should contain:

  1. Copy that is short, sweet and to the point.
  2. Subheadings which are easy to read, with lots of comfortable white space.
  3. Bullet points.
  4. Rich and memorable imagery.

You must make your mailer so compelling that customers will hesitate to throw it away!

How Many Contacts

According to marketing experts, it takes approximately 7 times where you have to contact a customer before a sale is made. As you consider your direct mail marketing ideas, include a schedule of contacts. If your goal is seven contacts, you may want to send a direct mailer once a month for seven months or a few times a year over a period of years, depending on the nature of your product. Your goal is to create a steady stream of interest which culminates in sales!

The best direct mail marketing campaign strategies focus on ensuring that your mailers make emotional connections with your customers. By highlighting the most important information, making your copy easy to read and memorable and effectively planning your mailing campaign over the long term will ensure your business will thrive. 

General FAQs

Does Direct Mail Marketing Still Work?

It’s for similar reasons that direct mail feels outdated. But direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level. Direct mail is still effective and using it is a game changer for any serious marketer.

What is an example of direct mail?

Direct mail is marketing material or product mailed directly to the homes of consumers or offices of business buyers. Examples include postcards with an offer, catalogs that display goods, coupons, solicitation letters from nonprofits or free samples sent by businesses.

What is direct mail marketing strategy?

Direct mail is a marketing strategy that involves sending a physical letter, package, mailer, brochure, postcard, etc. to your prospects and/or current customers. It’s used in both B2C and B2B selling, although more commonly with consumers.


Devendra Singh

Director, Content Strategy at Digital Marketing Trends. I develop, evaluate, and improve the company's content strategies. Providing a big online presence for SMEs and StartUps.