How to Run a Successful Mail Campaign

direct mail blog

Before you develop content for your next mailing, there are logistical and strategic considerations you’ll want to take into account. Here are a few crucial issues to consider that greatly affect the success rate and profitability of your effort.
• Make an offer they can’t refuse – Create a unique message or offer that stands out from your competition.
• Find the right frequency – One time mailers are rarely successful. Have a strategy to run 2 to 3 mailings to improve your chances of making an impact.
• Run tests with lower-cost mailings – Start your mail campaign by only reaching a small portion of your mail list, in order to track your results, before sending the bulk.
• Make it actionable – Your mailer needs to include a call-to-action so the recipient knows what to do
• Make it measurable – In order to know if a campaign is working you need to track your results by offering redemption codes, use dedicated phone lines or create website landing pages.
Developing the Message
The process of starting a new client relationship is a lot like a courtship. Before you get involved, the prospect needs to get to know you a bit. It’s simply unrealistic to ask that prospect to commit to you right off the bat. What you really want is permission to contact them again, and to continue the conver¬sation. This is how valuable client relationships are born.
• Communicate your unique selling proposition – Educate on who you are and what’s different about your company
• Cut to the chase – Get to the point instead of wasting time with too much information.
• Be relevant – Consider your client’s perspective. Tailor your message to certain demographics.
• Be personable – Communicate your message as if you are having a one-on-one conversation by being straightforward and clear.
• Think benefits instead of features – Don’t get lost in the features – talk about the benefits
Fine-Tune the Creative
You don’t need to convey everything you offer in a single mailer or postcard. In fact, this is often impossible. When an advertisement is too busy or wordy, you run the risk of prospects missing your message — or not reading it at all. So, when it comes to design and content, the simpler the better.
• Focus on a single service or product
• Keep it simple
• Limit your color palette
• Limit your typefaces
• Avoid jargon and business speak
• Avoid exclamation points

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