Direct Marketing 101

Know a direct mail campaign is the answer to your marketing woes, but stumped about where to start? We’ll help you learn the basics of an effective marketing strategy.

Step 1 — Plan Your Approach

Why to nail down the big picture before you start executing your campaign.

How Direct Mail Attracts Prospects

Marketers have successfully used direct mail to sell just about every product and service you can imagine, at just about every price you can imagine as well. So if you’re taking a look at direct mail to sell your own product or service, you’re on the right track.

10 Direct Mail Mistakes to Avoid

Mistakes are easy to make when you’re running a direct mail marketing campaign, so we’ve gathered the top ten mistakes you should avoid.

Establish Your Brand

A brand is more than a logo, symbol, slogan or color combo (though all of these elements can help communicate your message). Think of it as a pledge: This is what customers can consistently expect from my company and its products or services.

Determine Your Budget

Preparing a budget for direct mail marketing can seem overwhelming, so we’ve created the questions you need to answer to set the right budget.

5 Steps for Making an Offer

Engagement is key to attracting your target audience in successful direct mail marketing campaigns. See our five tips for motivating recipients.

Tips for Keeping Customers Loyal

Direct mail marketing is a great way to keep current customers and build loyalty as well as attract new customers. Here’s how direct mail can help.

Integrate Mail with Other Media

Direct mail marketing generally helps other channels of marketing add impact. Here’s how you can integrate mail into your multichannel marketing campaign.

Get Involved with Your PCC

Postal Customer Councils offer meetings, educational programs, and direct mail marketing ideas and tips for business mailers.

Step 2 — Create Your Mailing List

Learn how to look at your mailing list as more than names and addresses.

Find (and Reach) Your Target Audience

Direct mail marketing campaigns are effective for both finding and reaching your target audiences.

Build a List from Customer Data

Many fine mailing lists are available for rent or purchase. But experts agree that the most valuable list to which you will ever mail is your house list — that is, a list of your own customers and prospects.

How to Work with a List Broker

Besides your own house list, a number of commercially traded lists are available. While there are list catalogs from which you can order a list on your own, working with a good mailing list broker is recommended.

List Hygiene: Your Smartest Move

Direct mail marketing lists are worth the effort to keep current, and here are four ways to keep your list relevant with the right information.

Test Your Offer

Direct marketing offers often need repeated testing to create the perfect direct mail piece. Find out how you can test your direct mail offers.

What’s a Good Response?

Direct mail success rates vary by company, so what’s a good response? Here are some ways to find your ideal direct mail response rate.

Step 3 — Create Your Mail Piece

Why you don't have to be a creative genius to design your mail piece like a pro.

7 Ways to Measure Mail Success

It’s easy to track your direct mail marketing results and accurately measure your marketing ROI. Here’s seven ways to track your marketing dollars.

Letter or Postcard?

Direct mail sales letters and postcards are two different but popular choices for direct marketing campaigns. Here are some tips on when to use which format.

5 Tips for Standout Direct Mail Copy

Direct marketing pieces have limited time to grab the recipients’ attention, so here are five tips to help make your direct mail copy stand out.

Finding a Designer

Finding a creative direct mail designer can be tough, so here are some tips to help you find the right person and create the perfect design.

Hues to Use: Selecting Color

Color can make a huge difference in your direct mail marketing pieces, so here are some tips on how you can draw attention to your piece with the right colors.

The Power of Dimensional Mail

Tubes, boxes, lumpy envelopes and odd-shaped mailers are the kinds of packages that pique curiosity and beg to be opened. Would your inner child let you throw away such a mailer without peeking inside?

Personalize Your Mail

Personalized direct mail marketing has been proven to show higher response rates. Here are some ways you can personalize your direct mail pieces.

Pair Mail with Digital Elements

Pairing digital elements with direct mail marketing makes the messaging stronger and creates a more successful campaign.

The At-A-Glance Test

Because recipients have to at least glance at all the mail they receive, direct mail pieces have the opportunity to grab consumers’ attention in that second.

Step 4 — Send it

Tips for delivering your message in a way that's easy and cost effective.

Selecting a Printer

While budgets and cost estimates are important, price shouldn’t be the deciding factor when selecting a direct mail printer.

How to Select Paper

One of the first questions a commercial printer will ask is, “What are you thinking about for paper?” Printers know better than anybody that when it comes to direct mail, your paper selection can have an impact on your mailing’s cost and effectiveness.

Green Printing Tips

With these direct mail green printing tips, you can be environmentally conscious while reaching your audience in your direct mail marketing campaign.

What Environmentally Friendly Logos Mean

Environmentally friendly logos such as the recycling icon are great for generating consumer loyalty in direct mail marketing.

9 Ways to Save on Mailings

Direct mail marketing costs can add up quickly. Here are nine ways you can save on your direct mail campaign.

Postage Primer

With so many options for postage offered by the U.S. Postal Service,® it’s important to find the right one for your direct mail marketing campaign.

Why to Use Intelligent Mail

Intelligent Mail® barcode from the U.S. Postal Service® can help your business better manage and track direct mail pieces in the U.S. Postal Service system.

 
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