| Direct mail marketing is not effective for every industry | | | | as silver/gold envelopes and for moisture resistance) |
| and every product/service. It can however be a very | | | | Coloured Envelopes of various shapes |
| effective lead generation tool if it is implemented | | | | Translucent envelopes of partially translucent bags |
| correctly. The general consensus is that highly targeted | | | | Whatever your final choice of medium you need to |
| direct mail utilised in conjunction with a high lifetime | | | | choose colours and textures that entice while being in |
| per-customer-acquisition value is the best base for a | | | | keeping with the general tone of your campaign. Shop |
| direct marketing campaign. | | | | around for direct mail envelope stockists |
| Start with a Clear Purpose | | | | manufacturers and talk to a representative. Branding |
| As with all of your marketing efforts you will need to | | | | and labeling your envelopes direct at the manufacturer |
| co-ordinate the desired result with providing an offering | | | | can save you time and headaches. |
| that is useful to your audience. Do your research and | | | | Balance a great look for your mailer with a message |
| with each step ask the question 'Am I filling a need?' It | | | | about the value of the envelope. People rarely open |
| is also best to try fill one (or maximum three) needs | | | | direct mail based solely on good graphics. Indicate that |
| per mail item. A clear offering is as key to memory | | | | there is something of personal value to your potential |
| retention as the look and feel of your mailer. | | | | client with a great teaser message. |
| Sending a narrowly defined set of mailers to 500 | | | | Selling your Service/Business without Breaking Trust |
| people will have a higher conversion rate than sending | | | | Make sure that your follow through with clear and |
| unsolicited mailers to 5000 people. If your company has | | | | beneficial information in the mailer itself. A clever |
| a wide range of service offers the main precept still | | | | teaser message followed by an unrelated offering will |
| stands. Rather send 12 low-technology letters targeted | | | | break the targeted individual's trust and most likely |
| to 12 different market segment mailing lists than send | | | | result in subsequent direct mailers being discarded. If |
| one mailer with 12 different 'propositions' to one large | | | | you promise value - provide it. Supporting facts, |
| mailing list. | | | | samples, free trials, discounts and customer |
| Getting Direct Mail Opened | | | | testimonials need to be genuine efforts to connect |
| Once you have selected your target list and your | | | | with your audience. |
| message you will need to make decisions about the | | | | If your message is clear and your offering is of value |
| visual impact of your mailer. There are many direct | | | | you will have the mail recipient's attention. Provide clear |
| mail envelopes available today: | | | | information on what next steps they can take. 'Phone |
| Bubble Bags (For mailers containing samples or | | | | our hotline', 'fill in the attached form' or 'go to our |
| CD's for example) | | | | website for more information' are all generally good |
| Metallic and Foil Bags (Both for visual impact such | | | | 'next' steps. |