Direct Mail is regarded as one of the most effective tools of a marketing campaign geared toward customer acquisition.

As many businesses move away from generalized branding efforts towards marketing campaigns that have a measurable ROI, a dramatic increase in direct mail program spending is the result.

Direct Mail is known for producing a quick and measurable response, and is an excellent prospecting tool. In order to maximize a direct mail campaign, there are certain fundamentals that must be kept in consideration.

First, always plan for large, bulk mailings. Do not confuse a sales letter with direct mail, which is typically sent to at least 5,000 addresses at a time. In order to produce a decent response, a mailing list must be quite large, as even a good response ranges between 2 and 4 percent.

Next, always keep in mind that the purpose of a direct mailing is to cause your prospect to take action and move another step forward in the sales cycle. A Mailing that is designed to generate leads will yield a significantly higher response rate than one designed to close a sale.

There a three general forms of direct mail: letters, postcards and packages (also known as dimensional mail). When designing your direct mail campaign, you may choose either one type or all three. Effective direct mail letters are usually more complex than they sound. They typically consist of a “teaser” envelope which promises something appealing inside, a one or two page cover letter with inserts that expand on the offer and frequently a reply card with a return envelope. When using a postcard, always go for an oversize version that is sure to grab attention. Well designed postcards are an inexpensive way to alert potential buyers to an upcoming offer or event. To guarantee your mail will be opened, you can choose to use a box. Dimensional mail averages the highest overall response rates of any direct mail type at about 5.5 percent.

Being that customer acquisition is the main goal, a business starting a direct mail campaign should concern itself with creating pieces that are relevant to the needs of the target audience and promote a strong offer. Experience has shown that packages designed to be enticing that are followed by a special offer or promotion will yield the best results. It is also important to provide several ways to respond including a toll free number, email and web addresses, and a business reply card with a return envelope.

Direct mail marketing isn't typically a do it yourself job. After designing and printing the promotional pieces and selecting the appropriate lists, it is often easier and even more cost effective to utilize a mailing house for labeling and distribution

A simple direct mail list will enable you to target your prospects according to an ideal demographic such as geography or job title. It is important to carefully consider exactly who it is that you are trying to reach before you acquire a rental list from a list broker or a business/trade association or publication. Keep in mind that it is recommended to send several “rounds” of mailings to the same list, and costs for duplicate mailings can be negotiated at the time you initially purchase the list.

Utilizing a mailing house that can personalize each letter, postcard, or package with the name of the recipient and also apply a tracking code to the response mechanism will dramatically improve both your response rates and your ability to measure the success of your efforts. Also, having stamps applied instead of metered mail can give your mailings a more personal feel.

To get the most out of a direct mail campaign, it is very important that you test and analyze the results. Test all the different components of your effort including the list, the offer, and the creative approach. Make incremental adjustments and measure the effects of each until an optimal result is achieved. Be scientific in your approach to direct mail and measure your success one campaign at a time.

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