Direct Mail: A Step by Step Guide

Step by Step Direct Mail Guide

Here is how you can launch and run an effective Direct Mail campaign

If you are looking for help with the execution of a Direct Mail campaign, this article is for you. The first thing that you need to understand is that you have made the best choice as far as lead generation is concerned. Direct Mail has, over the past few years, been undergoing something of a resurgence. It’s hard to believe that not long ago; people were proclaiming doom for Direct Mail, along with Postal Services such as the USPS.

Digital Marketing had taken root, with Email Marketing, in particular, being touted as the new technology that would hand the knockout blow to the dinosaur of the Marketing World. Today, contrary to what was being written then, Direct Mail is actually now being touted as a better Marketing tool than Email. So, what steps do you need to take in order to come up with a world class Direct Mail Marketing campaign?

  1. Have a set of goals

Have goals for your campaign

We mention in another of our articles that goals really should be at the center of every Direct Mail campaign. There would be no point in designing and sending out brochures, postcards and other Direct Mail materials simply because you have heard that this way of reaching new customers offers greater engagement rates. Direct Mail goals can include the following;

  • Attracting new customers
  • Maintaining relations with existing customers
  • Raising brand awareness
  • Getting traffic to your online assets.

Having well laid out goals allows you to take the next steps in our step by step Direct Mail guide. Your Direct Mail goals should, however, be achievable. Setting lofty goals that cannot be attained will only serve to, in the long run, demoralize you.

  1. Who is your target Audience

Identify your target audince

This is another important step on your path to that great Direct Mail campaign. Having identified your goals, the next thing that you need to do is identify who your target audience is. Direct Mail offers a wide range of tools, not all of which are appropriate for every scenario. That is why it is important for you to make sure that you know who you are targeting, so that you can identify the best ways through which you can reach them.

We have previously written an article in which we talk about Every Door Direct Mail (EDDM). This Direct Mail method is best used by local businesses that wish to saturate target Geographical locations with their materials. It may, however, not be very useful where your prospects are scattered across a large Geographical location.

Understanding your audience, therefore, gives you the ability to understand how you are going to reach them. Contrary to what many people think, Direct Mail is not a hit and miss affair. Rather, it involves a lot of planning, and this step is important in ensuring that you give yourself the ability to attain your goals.

  1. Identify Your Tools

What tools do you need

Direct Mail contains a wide range of tools that you can use to reach out to your target audience. These can be brochures, Postcards, Banners, Business Cards and much more. One thing that you need to understand is that not all of these will be appropriate in all instances. You may, as an example, wish to send out brochures to a younger audience, while Banners can be most useful during conferences.

  1. Design your material

This is, perhaps, one of the most important steps on your way towards the launching of a Direct Mail campaign that brings results. The one thing that you need to understand before even setting out is that each of the materials that you put out serves as your brand ambassador.

What you do not wish to do is to have Postcards, Banners, Brochures and other materials that are so poorly designed that they will put off the people who you are trying to reach. Human beings are, by their very nature, visual animals, and the way that you design your Direct Mail has a bearing on how they will perceive of your brand.

Your Marketing Stuff

Designing your Direct Mail needs not be difficult. In fact, it is something that you can do with ease using the tools that are available on this portal. At Your Marketing Stuff, we have everything that you need in order to create Postcards that people actually stick on their refrigerators, banners that bring people to a standstill, brochures that sell your products and other Direct Mail materials that bring results.

The great thing is that you can use this site to design all your materials, and we will print and mail them to you or to your prospects at the lowest of prices. We need not repeat the fact that this process is important, which is why we, at YMS, take it so seriously.

  1. Review your Design

The next thing that you need to do on your path to the launching of a world class Direct Mail campaign is review your design. There are a number of questions that you need to ask yourself during the course of this process;

  • Is my Direct Mail of the highest possible quality?
  • Has it been thoroughly proofread
  • Does it contain material that is appropriate for my target audience?
  • Does it have a call to action
  • Have I remembered to include my online contact details on my Direct Mail?

This last point is important. Direct Mail is a great tool that you can use to get the word out about your online assets. Organic Traffic is so notoriously difficult to attract, with many factors coming into play, that it would be foolhardy to leave your fate in the hands of Search Engines. You should, therefore, make sure that all your banners, brochures and other materials have your website’s URL, along with other details, including your social media pages.

  1. Send out your Direct Mail

Next, you need to send out your Direct Mail to your target audience. Should you choose to design your materials through our portal, you can either have us mail everything to your prospects, or to you for onward transmission.

  1. Review your Campaign

The last point in this Step by Step Direct Mail Guide involves reviewing your campaign. Marketing is, after all, an ongoing process. What you need to do at this stage is determine whether or not you have achieved your stated goals. Whatever the outcome, there are tons of things that you can try out to boost your chances of succeeding.

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