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How to Create a Direct Mail Marketing Plan |
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Editor’s note: This article was excerpted from Entrepreneur Magazine. |
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So you want to use direct mail to advertise but you are afraid to move forward in fear that the response would be unfavorable and a waste of money. The truth is many direct mail campaigns do fail but only because they were completed in haste or not completely thought through. The following six steps will guide you through the creation of a direct mail marketing plan: |
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STEP 1 – Create a Target Market |
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A target market is a well-defined collection of consumers or businesses that are most likely interested in your product or service. By “targeting” your offerings to these groups, you are maximizing the potential response to your mail out and making it the first step in a successful plan. To create your target market is to simply define your customer with 3 basic characteristics: demographics, psychographics, and geographics. (article: How to Identify Your Target Market) |
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STEP 2 – Develop a Mailing List |
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Once you have identified your target market, you can supply your list provider with this information and purchase your mailing list. Kangaroo P & M will generate a CASS certified list with your target’s requirements at a low cost. Learn more about our list and mailing services |
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| STEP 3 – Design Your Mail Piece |
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With a well defined target audience, you can now design a mail piece that appeals to them and their needs. First determine the purpose of the mail out. Is it to generate immediate new business? Then a postcard that creates a sense of urgency and calls for immediate action is your best bet. Is it to maintain awareness and stay top-of-mind with your current customers? Then a monthly or quarterly, informative newsletter is better. |
| Most mailings are the former. The biggest mistake that most graphic designers make is too much graphics and not enough selling. Remember this, 8 out of 10 consumers respond to a mailed ad because of 1) the offer and 2) the mail out reached the right people. Only 2 out of 10 responded because of graphics. LESSON: Get the right promotion to the right people and your chances of success increase dramatically. |
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Kangaroo P & M has the experience and know-how to create responsive print advertising. |
| Learn more about our design services |
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