108 direct mail marketing tips for success in 2013

Do you really need 108 tips to be a direct mail marketing success in 2013? You bet. Navigating the marketing waters is difficult – at best, and not getting any easier.

Using direct mail to its full capability is a big advantage. It remains the best choice for rapid deployment of targeted messages, and with sample testing the chances for a successful campaign are very high.

Here are 108 direct marketing ideas and tips to consider as you plan for 2013.

 The big picture

• View direct mail marketing as the competitive battle it is.
• Remember that direct mail victory does not go to the meek.
• Don’t think for a moment  your competitors see it any other way.
• Remember the weapons for this direct marketing battle are data, relevant design, and testing.
• Remember direct mail marketing victory often cedes to the craftiest not the most powerful.
• Keep the battles in your marketing campaign small and under control.
• Realize your vendors are also your direct marketing tools.
• Establish objectives for your marketing mailers.
• Share them with applicable vendors  and request their opinion.
• If the feedback is different than you expect inquire why.
• Insist they provide that information.
• Adjust your objectives to be realistic if they were not.
• If new information makes you question the project (s) – do not proceed.
• Repeat the same process until you have a plan that makes sense to everyone consulted.
• Commit the direct marketing plan to paper.
• Make certain you have the funds to execute the plan and all your direct mail costs.
• Highlight any ‘absolute’ and ‘under any conditions’.
• Review the campaign plan after every project.

 Your target Audience

• Evaluate the financial health of your targeted market.
• If you have concerns be cautious about proceeding.
• If your product/service is not geographically sensitive – all things considered – send to the most affluent area.
• Take a closer look at your audience and be certain your direct marketing piece fits their demographic.
• Do the same with your offer.
• If you are uncertain about either – test.
• Be certain the tests are for 100 pieces randomly sent. Do not vary from this.
• If you need help developing a relevant direct marketing offer get ideas from a target customer rather than a designer or copywriter.
• When you have a direction then go to the designer and copywriter.
• View your target audience as disinterested – at best.
• Know herculean efforts must be undertaken to attract their interest.
• Know there is no shame in appearing to be a bargain.
• Know wealthy audiences want a bargain as much as anyone.
• Never underestimate the joy of saving money.

Using the web

• Use direct mail to complement your online strategy.
• Employ a strategy to acquire email addresses.
• Use direct mail to drive visitors to your website.
• Encourage purchases/donations to be made online – they are higher than those sent by mail.
• Make offers redeemable online.
• If appropriate run contests that involve direct  mail and the web.
• Use Google Alerts and other services to learn more about your audience.
• Learn, or train someone to experiment with PURLs.
• Do not use an outside vendor for PURLs.
• Develop landing pages in conjunction with direct mail.

Maximizing the offer

• Be relevant with your offer but try to think past the obvious.
• Be extra bold with offers.
• Experiment with different ideas – but test before using.
• Repeat the offer several times through out the mailer.
• Never underestimate the word ‘Free’.
• Think through more clearly the intent of your offer.
• If you have a B2B business consider using a consumer product for your offer.
• Do not use percentage discounts as an offer.
• Do not use rebates for offers.
• Go ‘old school’ with offers (T-shirts. etc).
• Assume the offer will not be acted upon unless extraordinary.
• Don’t discount your product/service as the offer.
• If you cannot think of a strong offer – don’t do the mailer – your odds go way down without one.

If you are failing…

• Don’t impulsively discontinue but be willing to cut your losses.
• Ask your vendors if they know why the plan may not working.
• Again – insist upon an answer.
• If there is a problem outside your control – economic issues for example –  cut your losses.
• If you feel the problems are resolvable, ask your printer and mailing house for a price reduction.
• If they offer to reduce by less than 30% ask for more.
• Do not be reluctant to try this. Your success is almost as important to them as it is to you.

Playing defense

• Find a partner with a related business to share the mailing costs.
• If needed run an ad in Craig’s List to locate a partner.
• Ask your printer for ideas on how to cut costs.

Playing the vendors

• Always negotiate.
• If you have a printer, direct mail service, and mailing house, know the mailing list house has the biggest margins – by far.
• Know the direct mail list business is usually all labor.
• Learn the difference between offset and digital printing. The knowledge will save you money.
• If your printer claims equal expertise in both areas– don’t believe it.
• Digital buyouts are more expensive than offset; if they regularly occur – find your own digital printer.
• If you have an ongoing arraignment, every 6 months request a re-quote. When done in a professional manner it will not create ill-will.
• Never negotiate after the fact.
• If there is a problem that requires an adjustment, take it as a credit for future work. It will always be greater than a refund.
• Know that printers and direct mailers have very different approaches to business and clients.
• Mailers make good printers, printers do not make good mailers.
• Know that ‘comfort levels’ do not work to your advantage.
• Know regardless of your order size – it is desired.
• Know small orders are often hotly contested.
• If you feel the need to take a vendor out to lunch – make it the direct mail company. They have more contacts.
• If you are likely to need a favor in the near future – make it the printer.

Design and content

• Deliver one – non confusing message.
• Use screaming headlines – tastefully.
• More than ever – relevant design counts.
• Much more than ever – relevant copy writing counts.
• Use testimonials repeatedly throughout the mailer.
• Beg, plead and cajole your customers into providing a testimonial.
• Go online to see how your target group is being marketed to.
• Get a Facebook page if for no other reason than to use their logo.
• Same with Twitter.
• Differentiate by using upgraded paper stock.
• If possible, avoid glossy stock.
• Understand direct mail is now all about impact – not delivering information.
• Understand images must be relevant or may be counter-productive.
• Use case studies if available.
• Try personalization (variable data), particularly if you mail to the same recipients.
• Use paragraphs of no more than 3 lines.
• Use bullet points, summaries and headlines to break up the copy.
• Be ultra-clear in your message.
• Make your point immediately and powerfully.
• Create a sense of urgency from the beginning. Do not just add it at the end.
• Be certain to make your call to action prominent and early in the mailer.
• Repeat the call through the mailer.
• Speak to the benefits of the offer – don’t assume they will be known.
• Avoid aggressive sales messages – keep it low key.
• Be cautious when using common sales terms like ‘Act now’.
• Offer a guarantee whenever possible.
• Offer a trial period if possible.
• Invest a few dollars in copy writing.
• Use postage paid return mail when accumulating emails.
• If you use PURLs, never, under any circumstances, print a PURL on the front of a postcard, regardless of what you might be told.
• If you use postcards realize how often they are used.
• If you use postcards substitute a letter mailer as a test.

Testing

• Know that testing is what separates direct mail from pure speculation.
• If you want to speculate go to LasVegas – the odds will be better.
• Replicate the final mailing as closely as possible for the most accurate testing.
• Be consistent in every way from test group to test group.
• 100 is the amount of each to test. More is irrelevant.
• If you find difficulty with the analysis, place an ad for a college or graduate business student who has completed basic statistics classes.

We hope you found this useful!