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Advertising through direct mail is still considered as one of the most effective forms to promote your products. It’s been in the market for quite some time but its concept and effectiveness is still applicable for the modern times. Do not underestimate the simplicity of this old and little form of advertisement. Each year big companies are spending millions of dollars searching and trying to find new ways of getting a better response rate from direct mail campaign. There is a term called rule of seven (7). The rule of seven (7) says that people will most probably notice you if they have seen your marketing message for at least seven (7) times. Below this number, they still won’t realize that your business actually exists. It sounds tiresome but of course in every rule there is an exception but in general the basic concept is true. Hard work and patience should be your virtues to be able to achieve success in this kind of endeavor. The main ingredient for you to achieve success in direct mail is repetition. You have to spend more time and some money to send the mails for at least seven (7) times. Sending mails should be done with intervals so that you will not sound too pushy. If you know that you do not have enough resource to spend in sending mails for at least seven times to the same clients, I advice that you don’t even bother to start direct mailing. If you can send high quality marketing piece to your targeted clients, then you can increase the possibility to be exempted to the rule of seven (7). The cost of mailing the first seven (7) mails to the same audience should be considered during the planning of your direct mail campaign. If you will get sales in less than seven mails then you should be happy about it. Never use the money you’ve earned in your first few sales to spend to the cost of sending the remaining mails, or else you will never make it. You should have considered that the cost in the first seven mails is a sunk cost and then work harder to achieve your goal or at least to breakeven and get more sales on your 8th mails or before that. Before you start your direct mail campaign you should also consider the format you are going to use. There are two options you can choose from. You can send out a postcard or an envelope. If you choose sending an envelope you should know that most people usually opens a window type envelope compared to a regular one. In most cases envelope with real stamp gets opened more often than envelope with metered postage. Also even the large envelopes are opened more and that goes the same with greeting card envelopes. If you choose postcards, of course you don’t need to open it which is also an advantage if you use postcards. Basically, choosing the method of delivery has a big impact into your campaign. Choose a method that would work for you and to your advantage. There’s also another important thing that you have to consider. The content of your message can generally take one of two forms. First, you can create a mind catching slogan or a tag line. The objective of this is to attract connection inside the clients mind. Second, you can include valuable information in your mail piece that the recipient can use. First strategy in marketing is simply building name recognition. But the second strategy which really works for this new generation is building trust. In order to dominate in the market today you should have established trust among your clients or to your targeted buyers. Nowadays before a consumer buys a product to you they want proofs that you know what you are talking about and really know what you are doing. So in sending your mail piece it is better to include information that can help you to prove that you can be trusted. It maybe an article from the newspaper, links in the web or customers’ review. Choosing on what to use for your business advertisement is really critical. I just hope that this article will help you to choose what is best for you. Direct mail has a greater percentage of profitability if you are very keen even to the smallest details. Just be patient and spend more time and energy in knowing the ins and outs of this direct marketing strategy for you to be successful.
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direct mail, email marketing,
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