Direct Mail Tips
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Tips about what works for direct mail
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Tips about what doesn't work for direct mail
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Tips about new approaches for direct mail
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Tips for beginners new to direct mail
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Tips about costs and ways to save money
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Tips about the fastest way to get direct mail done
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Tips about favorite direct mail tools, services and suppliers
- Tips about favorite direct mail resources (books, conferences, blogs, etc.)
We're starting the conversation. Share your advice and tips. Read the direct mail tips others have shared on the tabs on this page. The MarketingZone Editors use the best ideas shared by the community to continuously update and improve this article.
What works for direct mail
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Targeting people (prospects and existing customers) who will become profitable long-term customers
- Offering a free gift or participation in a sweepstakes attracts people who want to win something. These are not qualified, interested prospective buyers of your product or service.
- You may want to offer something that demonstrates your expertise (a report or white paper), or a free trial or demonstration. These will attract people who are interested in what you are offering or selling.
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Direct mail works because of a combination of things:
- Sent to the right person (a great list)
- A relevant offer that will cause people to act now
- Compelling copywriting
- The format (letter, postcard, catalog, self-mailer or an involved direct mail package)
- Creative professional graphic design
- Sent at the right time
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Direct mail experts all agree that:
- Who you mail to, your list, is most important. This is seen as having as much as 40% impact in the success of a direct mail campaign. Many small businesses don't realize the huge return of investing the time to select the best possible list.
- The offer is the next most important variable in success. It's viewed to have another 40% impact on success.
- The copywriting and graphic design together are seen to be of lesser importance.
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Test. Adjust. Improve. Repeat.
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Mail to people most likely to respond to direct mail:
- People with a proven history of acting on direct mail offers. Make this a list selection criteria.
- Subscribers to publications read by prospects in your targeted market
- People who have requested information about your products or services similar to what you are offering/selling
- Your own customer list
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Grab your reader's interest quickly
- Start with the #1 benefit in the headline
- Include more benefits in the first paragraph
- Begin with the word “you.” For example, “Do you pay too much for…” or “How would you like to save up to 60% on…”
- Identify a need and show your reader how you can fill that need
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Involve and engage the reader
- Keep the reader interested by asking questions, giving examples and using testimonials
- Involve the reader by asking them to check boxes, answer a question, fill in the blank, jot down some numbers, or circle words
- Other devices such as stickers, stamps, rub-offs, cartoons, or embossing are techniques for improving response rates
- Repeat your main offer and the major benefits at least three times
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Educate your prospective buyers in a helpful, respectful way
- Imagine you are sitting across the table from him/her and explaining things
- Your words should be honest and believable
- Talk about your prospects needs and/or problems they want to overcome
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Turn features into benefits for the prospect
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Features are specifications which are helpful to experienced buyers, not to prospects. See for yourself, what is more convincing?
- "This is a 300 dpi printer" (spec/feature)
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"This printer enables you to print lab-quality photos at home" (benefit)
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Features are specifications which are helpful to experienced buyers, not to prospects. See for yourself, what is more convincing?
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