Direct mail campaigns communicate your marketing message directly to your ideal target customer.
Update: Interested in direct mail? Read about the components of a direct mail marketing campaign.
Direct mail works
There’s a reason you always receive so much direct mail from credit card companies and others.
Direct mail works. You can send out pieces to a large list of prospects, and based on the response, you can focus your sales list on a short list of warm leads.
Reduce your sales cycle, qualify your leads, and generate new business.
Ask Mardesco for help with:
- Mailer design to suit your branding strategy & target audience
- Mailing list development
- Target customer identification
- Catchy headlines & copy writing
- Offer strategies
- Call to action
- Graphic design, stock photos, icons & more
- Coordinating your mailing fulfillment
- ROI tracking
- Timing multiple repeated mailings for maximum impact
You’ve probably heard by now, that your customers will usually have contact with your company six, nine, twelve, or more times before making a purchase from you. Get the process started with direct mail as part of a complete marketing strategy and design package by Mardesco.
Types of direct mail
Most direct mail campaigns fall under the general categories of letters, postcards, catalogs, or “bulky” mail.
Letters are the most “serious” type of direct mail. This format is very flexible. Personalized mail sent to just a few individuals is a highly targeted way to initiate contact with your prospects. Thanks to the wonders of modern variable data printing (VDP), a more broadly appealing message can be sent to a large number of individuals, addressing each recipient by name and even mentioning their most important concerns. Once the target audience has been identified, the most important parts of a prospecting letter are: the headline; the postscript; the call to action; the points of interest; and finally, a concise message body.
Postcards are the most affordable form of direct mail.
Postcards have a number of benefits; but the most important of these, is cost. The cost for printing postcards is very reasonable; and the cost of postage for sending bulk mail presorted postcards is substantially less than other types of direct mail postage. You can affordably send a large mailing to a diverse audience, or send several repeated mailings to a smaller audience for the same cost.
Postcards have the advantage, that they do not need to be opened. The recipient is guaranteed to see your message. If you are selling direct-to-consumer, this makes postcard mailers an ideal, cost-effective solution for reaching your audience with your brand message.
However, in the case of business-to-business mailings, it’s important to remember that the recipient may not always be the addressee. If your contact has a secretary, this reduces the likelihood that the intended contact person will actually receive the message.
If you are in a business-to-business industry, you can improve deliverability rates by carefully selecting businesses of a certain size; or by selecting a different direct mail format.
Catalogs & brochures
Obviously, the cost for printing and mailing a large catalog is going to substantially more per piece than the cost of mailing postcards. But if you have products that can be sold in a mail-order format, then sending a catalog in the mail may be the fastest way to get new orders rolling in.
Bulky mail gets opened. You would probably only send bulky mail to a specific, carefully selected list of your most likely prospects or existing customers, due to the additional cost of production, fulfillment, and postage.
Bulky mail is sure to get the recipient’s attention. If done well, bulky mail is also more likely to linger on the recipient’s desk, creating a lasting impression of your brand until finally they call you.
Direct mail for ROI
The return on investment (ROI) for direct mail compares favorably to other marketing channels. The specific response rate for your direct mail campaign will be affected by your industry, the type of mailer, the type of offer, the type of prospect, the selected wording of your mailing piece, and other factors.
Mardesco can help you calculate the type of mailer that will get the best results for your marketing budget. Call us today for professional advice on your direct mail strategy.
Part of a Package
Direct Mail services by Mardesco are currently only available as part of a complete package deal that also includes design and consulting services. We’ve gotten calls from a few people who just want the list and maybe the print fulfillment. We are just a reseller for both; and in such a competitive market, the margins don’t allow for us to provide these services on a stand-alone basis. Thanks very much for your interest in Mardesco! Have a great day.