In my last blog, I told you that you should stop marketing until you have a well-defined marketing plan. And that is true, you need to have a plan before you execute…it only makes sense. But, I need to tell you, you need more than just a good plan. You also need to put together an effective tactical campaign.
So how do you develop a successful direct mail marketing campaign? It’s easy, here’s how:
- Make it openable—when developing your direct mail package, you need to pay extra special attention to the envelope. This element will make or break you. There is no silver bullet when it comes to envelope design, but here are some things I have used that have worked:
- Make it look like a bill—this is a plain windowed envelope; with the company logo and return address and nothing else
- Make it look like it has to be delivered—this can be accomplished by having a small box that gives “non-delivery” instructions to the postmaster
- Give them a compelling question—remember to keep the question on target
- Make it personal—you don’t need to use a professional printer to make a letter personal, you just need to use the “Insert Merge Field” to include personalization. To accomplish the personalization, you just need to include the personalized information in your data file. Include things like their industry and their city.
- Make it local—people like to do business with local companies. If you are doing a mailing to local prospects, make sure you include information about the city/town/county/state in which you are mailing.
- Make it urgent—you need to make sure you give them a reason to call/email/fax/go to a landing page now…not tomorrow, and not next week. If you don’t have a reason for them to contact you now…your overall message probably isn’t very compelling either.
There are many other things you can do to make your direct mail campaign successful. What would you add?