Email Marketing Vs Direct Mail

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Email Marketing Vs Direct Mail

The Seven Vital Steps You Must Know to ensure the success of Direct Mail

1. Your most valuable asset

A mailing list of customers "is the single most important asset you have. Loyal customers will spend an average of five times more on their business from new clients. In addition, costs ten times more to acquire a new customer.

When choosing a mailing list, first identify your best customers. What is your age, income level, and geography?

Then identify your "perfect" customer. Select mailing lists that match your perfect customer profile. If you are selling a company to another, select the type of business, number of employees and geography, then tailor your message to this audience.

2. The three most effective words

Copy is the persuasive argument that sells your product or service. Start your copy with a strong title that spells out the benefit of your product or service.

The three most effective words in direct mail is "you", "free" and "new". Studies show that the use of these words in headlines can increase your response dramatically.

Copy of letter should follow a simple formula to help you organize your thoughts and make a convincing argument of sales.

ATTENTION A.: The headline should capture your attention and make them want to read more. B. Interests: Grab your interest with a sub-title that indicates your Unique Selling Proposition (what sets you apart from others.) C. desire: desire Output images of painting words on your perspective using your product or service and enjoy its benefits. Give a testimony of our customers have benefited from what you offer. Telling stories of people using their service despite their initial apprehension. D. Closure: Ask for the order. They make it convenient for them to respond. Give your prospects choices of how to contact with you. Use a PS at the end of the letter to arouse their curiosity.

3. What's in it for me?

Your offer attracts people to your business or service. Direct mail does not work if you use it as a billboard. It's like, "See Me, I'm here", 60 km / h in direct to your e-mail to achieve measurable results should have an attractive offer.

Your offer can include money, gifts, guarantees, testimonials, sale events, coupons, certificates gifts, raffles, drawings and private sales. Test different offers and see what works best for you.

When you're marketing to a business, customization is important. To show the outer envelope as a personal business letter. Keep your copy to 1 or 2 pages and provide an incentive to respond quickly ..

4. Experience Captivating Graphics

Designing a mail piece must meet 2 things. One is getting the attention of your reader. Two, is visually clarify the message writing that is trying to cross.

There are six elements that determine good direct mail design.

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A. A visual element should dominate the page, if a picture, title, cartoons or graphics. B. Use only one or two fonts. Stick with one or two families of type. Use one of the bold headlines and sub – and one for the body text. The body text should always be a serif font is easier to read. C. Use lots of white space when you want to make a lasting impression. D. Make sure your text is easy to read. Do not make your margins too wide or too long columns. Space out the lines of the text so they are easy to read. Use bullets, bold, underlines and short paragraphs. E. show the logo and pertinent contact information.

5. Produce Package

Have you read an advertisement or received an email without a phone number or address? Often people are so wrapped up in the copy that is sure to call to action. Boldly function your phone number, address, website address, email and fax. Make it easy for potential customers contact you.

Your logo should visually express the essence of the mission of your company along with a positioning statement that sets you apart from the competition. Design a "risk free" response certificate that clearly repeats your most valuable benefits and moves the reader to say "yes".

6. Tests

The standard business-to-business mailing package includes an outer envelope, letter, brochure, lift letter and response device.

The benefit of direct mail is that you have unlimited choices when it comes to your package. You can choose the paper, ink color and size of the package. Or you can choose a postcard, mail itself, brochure, 3D package that is almost guaranteed to be opened.

7. Monitoring

The three most important to test are the list, offer and package. Studies show the quality of your mailing list represents 40% – 70% of your mail successfully.

First Instead, carefully select your list, keep your supply of them and test a list with another, either rented or two lists, customer lists against a list rental.

Then test your offer. Keep your list of them and change their offer. In an exchange of words in a headline can improve your response by 300%. Test Discounts, free gifts, free samples, personal training or free reports.

Third, evidence of creativity. Colors create moods and may affect the response. Test a humorous approach faced a serious approach. Test shots off the clip art, ink colors, paper colors, envelopes. Try a postal address a letter. What about a teaser on the envelope against a plain envelope? All these variables may affect their response and should be tested.

It is useless to have a measurable powerful tool like direct mail, and not to assess whether it is working. Keep track of your response. Ad Code and business reply cards and determine the most cost effective combination of elements for your market.

(c) Allan J. Katz, 2005. Permission to reprint granted to all venues so long as the line item and are not changed and the links are clickable

About the Author

Allan is the Loyalty Coach at http://www.loyaltycoach.com and
the Marketing Director of
http://www.DriveThruPrintingAndMailing.com, a full service, web
based Direct Mail Advertising and Printing Company, in Memphis,
Tennessee specializing in 4 color printing of direct mail
postcards, brochures, newsletters and flyers.

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