payroll service, relies heavily on online marketing such as Google Adwords. But junk mail? Michael Alter, president of the 120-person Glenview (Ill.) company, says sending quirky 3D packages to targeted prospects has generated awareness, leads, and sales. Here’s how to launch a direct-mail campaign of your own.
1. Plan
Decide what your mailing needs to accomplish and who you need to reach. Do you want more information from current customers, new leads, or a sale? Figure out what you’ll offer in return—maybe more information, a discount, or a gift.
2. Get the Right List
Direct mail has an average response rate of less than 3%, according to the Direct Marketing Assn. (DMA). The better you identify prospects, the higher a response rate you’ll get. In-house lists—from customer satisfaction surveys, frequent-buyer programs, or prize drawings—yield more replies than lists compiled from public information. List brokers and mailhouses charge 10¢ to 30¢ per name, typically with a 5,000-name mimimum. Prices vary according to the “selects” you choose, such as age, income, and spending patterns. Details such as phone numbers cost more.
3. Stand Out
Odd-sized mailers sent first class or via FedEx may help your missive stand out from the 25 other pieces of mail (on average) each person gets per week. But the DMA says the simplest mailer, a postcard, is most likely to be read. The USPS offers help for do-it-yourselfers at www.usps.com/directmail/welcome.htm. Fulfillment houses such as Click2Mail and PremiumPostcard print, mail, and negotiate with list brokers. It’ll cost 30¢ to $1 to produce a postcard and $2 or $3 for a brochure. Mailings presorted by Zip Code cost less to mail.
4. Get Help
If you’ll still be sending more than 5,000 pieces, consider using an outside marketing company with experience in direct mail. They may be able to get discounts with other vendors. Use a database to monitor responses and fine-tune your campaign until you get it right.
5. Follow Up
Keep in mind that it often takes more than one mailing to get responses, but good follow-up (be it via e-mail, phone, or additional mailings) is crucial to make sure you’re in front of your customers when they’re ready to act. Pay close attention to who didn’t respond, too—there’s nothing like knowing what you don’t know.
Source:businessweek.com
Tags: 3d packages, customer satisfaction surveys, direct mail, directmail, fedex, fine tune, frequent buyer programs, fulfillment houses, google, junk mail, list brokers, mail campaign, mail michael, marketing company, missive, new leads, payroll service, prize drawings, response rate, usps
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