Because of its affordability and its ability to target an exact location, Direct Mail is the marketing option for many small businesses. It offers the choices of enticing prospects with whatever you want to send them in the mailer. All of the printed information about your company or service can be included in the package and when opened, it can create excitement and a desire for your offerings in the recipient. From the envelope to the letter to the mail back card, all of the elements work together to create a product that allows the recipient to understand your purpose and to positively respond.
Each piece works independently as a part of the whole. The following is an explanation on how the entire Direct Mailing packaging works.
The envelope is the outer wrapping of the mailing. It is the first thing that the recipient sees with the address label and a stamp on it. Real stamps and a hand written type font can be used in order to make it look personal. A colored envelope will help it stand out from the rest of the mail in the mailbox. A one line statement can bring excitement to the announcement on what is inside such as “Look inside”, “Announcement”, “Important Information” are enticements to go further and open the envelope.
The Sales Letter is the guts of the direct-mail sales effort. This letter may be the only thing sent out and it needs to be the entire punch. A well written letter can give you the chance to explain your offer to the prospect.
There are a few key points that need to be included in all Sales Letters. First, the letter needs to be written on a personal level. This is your chance to engage just like you are standing in front of the prospect. You have just that first flash to catch the attention of the viewer. Keep it simple , precise and thorough. Write as if you were explaining the benefits of your product to a friend. Use short sentences. Write the way you talk.
The next point is the beginning of your letter needs to be the attention grabber. This is a well known rule for newspapers and magazines and sales letters. The strongest points you are trying to make in your sales letter, need to be that first paragraph. State the problem you are addressing and then the solution.This will highlight the benefit and emphasize the importance of your product or service.
Keep you letter short (one page), use text boxes, bullets points and bold type. Break up any large chunks of copy with headings and indents.You want the message to get across even with a quick scan.
Sales Letters are just that…you are selling. In the first paragraph, put the reason you are sending the letter. You would like them to sign up for… You have a special deal for…. You want them to attend… These are all the enticements designed to push the prospect over the edge and get them to respond.
Responding to your mailing is the essential reason for sending mail. Give them a reason to reply right away. Add a deadline for a response. Add an offer with a deadline. Giveaway something in a limited amount.
If the letter is not enough, there are other Direct Mail items that you can add.
You can add a flier to the letter as support.This is a condensed brochure with a little more information than what is found in just the letter. The flier gives you the chance to expand on more points and ideas. You can add photography, charts and graphs.Testimonials work well in fliers as recommendations for your business. Fliers should stand on their own in telling your complete business story.
Reply cards can also be inserted in the mailing package. You want the prospect to fill out a card and ask you for more information. Their name, address and phone should be filled out and sent back for free. Make sure your reply card has room and spaces for the respondent to include all the information you need.
Self-mailers are an exclusive type of direct mail marketing material. They are like postcards, where the mail piece is mailed without the need for an envelope or other type of wrapper.
It can incorporate all of the elements of a full direct-mail package on a single folded sheet of paper.The simplicity of a self-mailer also makes it easy to produce quickly, enabling you to introduce a new product, announce a sale or make contact with customers in short order. In a three-panel piece, one panel can have bullet points, another a personal sales letter and another the response device or order form.
The postcard is perhaps the most basic of mailing formats.With a postcard, all the recipient needs is a flip of the wrist to read everything you have to say. Inexpensive postcards give you the opportunity to consider a mailing campaign, enabling you to send out a number of cards at regular intervals to remind the recipient of your business. You can also create oversized postcards that give you more space on which to display your sales materials and information. If the card is designed in a way that has originality and selling power, you could have yourself an inexpensive business builder.
A company newsletter is another popular item to send out to prospects and to clients. They are easy to produce and should be laid out so that they can be easily scanned with a two- or three-column format. Use photos or illustrations to clarify your articles. Keep your typeface large enough for all your customers to read the articles without straining. You can provide your customers and prospects news on your company, announcements about your key employees, market overviews and so on.Their size can deliver more complex information. You can put together a series of articles, conduct lengthy interviews, show new information about your field and all of this can be written within a comfortable space allotment. Keep the bulk of your newsletter as short pieces, so they are very scannable. You want lots of different items in the hope of providing something interesting to every reader. A newsletter lets you show off your knowledge and market savvy. You should plan your newsletter at least six months in advance. Profile some of your largest customers in your newsletter to show other customers the quality of your product. You can use your newsletter to prospect for new customers.
Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. Everest Direct Mail and Marketing will help you by using highly-target mailing lists, coupled with unique letters and envelopes. Direct mail campaigns ensure your potential customers heed your message by putting your advertisements directly into their hands. We help build quality lead pipelines through consistent marketing and client relationship management. We will help you customize and send marketing materials that are written and designed to connect with today’s consumer.