Direct Mail Secrets: The List

Have you lost interest in direct mail? Do you think direct mail just doesn't work anymore? Are you putting more emphasis on social media or other marketing tactics. Well, direct mail can become the most predictable and consistent way to generate more customers. But, most companies just don't know how to be successful.

• Your list is the most important aspect of your direct mailer. Don't just depend on purchasing a list of people in a certain zip code. You need to accurately target the people who will be receiving your message. You'll need to purchase a list that is compiled by certain demographics. For example, if you want to target an audience between 24 and 35 years of age, who earn an income of $50,000 or more, and who live in a certain geographic area, then you will need to specify these criteria to your list broker.

• You can also purchase a direct response list. These are defined as people who have previously purchased via direct response marketing. You can go to your local library and ask them for the SRDS (Standard Rate and Data Services) Direct Mail List Source Directory. They are also online at http://www.srds.com.

• And don't forget your in-house list of customers in your company data base. This can be a very powerful list especially if you have categorized the entries by type of products they've purchased, what trade shows they attended, etc.

Does Direct Mail Work?

With all of the online advertising opportunities and the social media networking going on, does anyone still send out direct mailers via snail mail? Well, I'm somewhat of a contrarian, so I think this type of advertising still works. Even though you'll see some statistics that direct mail will fall by 38% in the next five years, I've found that some companies are really starting to embrace direct mail. And ... they are using some of the social media as a complementary marketing tool.

• Rather than spend a lot of money for complicated direct mailers of the past, many companies are sending out postcards at a relatively inexpensive price. And they are getting some phenomenal results. For example, you could send out a coupon postcard to your targeted mailing list and then also place that coupon on Twitter. For local restaurants, shops, etc. it's a great, cost-effective idea.

• For B-to-B direct mail is also a great way to stay in touch with your customers. You could send a postcard or mailer announcing an event, and then follow up with your customers with an e-mail, that is, if you have everyone's e-mail address. Since so many people now have the anti-spam software on their e-mail systems, even legitimate e-mails are not filtering through. So, the only way for you to contact your customers may be through direct mail. Many people are wary of placing their personal information online, so providing a business reply card with your mailer is a great way to increase your response rate.

• No matter what type of mailer you send out, make sure you have a compelling offer such as buy one, get one free, for example. And definitely target your audience. Don't just buy a list and mass mail. Make sure that your products meet the needs of the mailing list whether it is an in-house list or a purchased list.

So, if you are in the process of updating your marketing plan, make some room for direct mailers. You'll be glad you did.