Everyone receives it, most businesses have tried to use it, but what distinguishes junk mail from effective direct mail?
Your Mailing List How old is the data you are thinking of using? What’s the source of the list? Is it reliable?
You might have your own database of customers, prospects or responders to your other marketing campaigns. This is great news, but only if you’ve kept the lists up to date.
You may be thinking about buying a list, again this can be a good option but make sure you understand what you are buying and that the list source is a reputable one.
You should never underestimate the importance of having an accurate list. That means checking names (including spelling), job titles, and address and postcode details.
Targeting
Have you developed a detailed profile of the target market for your direct mail, or have you fallen into the trap of thinking anyone, or any business, will be attracted by what you have to offer?
At the most simple level you can target mailings on the factors given below:
- For Consumer Mailings – age, socio demographics, life stage, geographic location and lifestyle.
- For Business Mailings – industry sector, size (by employees or turnover), geography, decision making process and job title.
In addition for both audiences think about their potential motivation for buying – greed, fear, reward, etc.
Understanding Your Prospects
Go beyond the profiling data and think about your prospects. What do they think, feel, and want at the moment? What do you want them to think, feel or do as a result of your mailing?
Not all mailings will require a response; you may simply be looking for a change of perception, or a better understanding of your service.
Getting the Content Right MessageBe very clear about what you want to communicate. Only clear, simple messages will be understood. Avoid long words, long or complex sentences and of course avoid jargon that the reader might not understand.
What is the single-minded proposition, and given that most direct mail is looking for a response are you very clear in your ‘call to action’ – what you want the reader to do next?
The discipline of writing a direct mail letter is different to writing to your great aunt. Your prospect may have no or little immediate interest in getting a letter from you – so you have to grab their attention straight away.
Structure The overall structure of the letter itself is very important – remember many people won’t get beyond the subject line and opening sentence. So you’ve got to grab their attention immediately.
Keep your opening paragraph brief and state your reason for writing. The body of the letter can then give a bit more detail; maybe brief details about the product or service and the benefits your recipient will receive from using it. You might need to give a simple example, case study or testimonial.
Closing the lette...
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