Direct mailing campaigns have been used by companies to gain the interest and trust of possible customers and to boost sales in a highly efficient manner. The key to success is, though, to keep costs at a minimum with this kind of campaign and to avoid wasting resources. Here are some tips on how to maximize the benefits.
No Mistakes Allowed
It takes very little for people to ditch mail they consider uninteresting, useless or faulty. Any mistakes they can spot – whether it is about the design or spelling – stands for lack of professionalism and ever gets to be convincing. Ask for a graphic designer’s services to conceive the layout and the elements of the print, and also take care of the written text. Hire a proofreader as well, or ask someone trusted to be one. Make sure you get a competent person’s honest opinion before you start mailing.
Offer Gifts or Bonuses
Offering something for free is sure to bring you some attention. Make a gift first before you ask for something in return. Advertise it as well as you can, right from the start. Be bold about it and don’t hesitate to highlight it as well as you can. Also, be perfectly transparent when stating how exactly the readers qualify to obtain that gift. You may consider offering a bonus for early orders.
Let Them Try First
Anyone who has something to sell will make claims. Make sure you can back up your claims and give proof of efficiency. The best way to convince, however, is to let customers try your products or services and see for themselves. You can offer them a free sample to test. This works better than all claims and testimonials together.
Have a Follow-up Plan
Going for the direct mail is not a one-time action. It asks for commitment, as it shows its results in time. Go back to your prospects periodically and plan ahead other strategies to engage them. A single marketing piece might just be quickly forgotten. If you are not going to employ direct mailing successfully for a long time, then you are better off not wasting your time with it and employing other strategies.
Set Up a Contest
People like to get engaged into competitions. Create one that stimulates them and this will eventually create a positive aura around your business and heightened interest as well. Response increases and those hesitant prospects suddenly feel more motivated to turn into customers. This is an excellent way to keep them around. Offer the prizes you promised, and do this without delay. As you engage people to compete against each other, a new dynamic is created.
Customize as Much as Possible
Personalized prints have the best impact on readers. These are engaging and also have the power to improve response. Variable Data Printing or VDP is a method that allows printing bulk documents, each of them having unique content. You may choose to print elements of text, image and graphics altogether but change certain parts. For example, you can print on each document a different name and address. This is a fast and efficient method to create a professional campaign for your business.
Samuel Yen is a freelance writer by profession. He writes articles on a wide range of topics including business.