Three Important Factors in Direct Mailing

Direct mailing is one of the best and cost effective forms of business marketing. Even with the introduction and subsequent popularity of modern communication technology, direct mailing is still very much alive and kicking. In the Amarillo area in Texas alone, direct mailing companies are enjoying good business to this day.

Direct mailing companies can help you reach your target market in an effective manner. But before you go and search for a reliable Amarillo direct mailing company, you need to remember three important factors that can make a direct mail campaign a success:

1. Making the offer is a factor that tells direct mail marketing apart from other types of promotional techniques. A direct mail offer is designed to engage the reader into taking an action such as requesting for further information or more importantly, placing an order. Offers are made or presented based on the profiles of the target group of consumers: their purchase histories and demographics. The common types of offers are quantity discount; free trial; sweepstakes promos; and certain types of guarantees.

2. Mailing list is the factor that allows businesses to personalize their offers to their target market. For small businesses, these lists are one of their most important assets. The best place to find list data these days is through the Internet. There is a wide range of online resources available for small businesses that need to rent customized lists that match their limited budgets. Direct mailers use several techniques for more targeted mailings. Segmentation techniques involve looking at past purchasing behavior as well as social and economic data.

3. How a direct mail is packaged is also an important factor to consider. Packages come in a variety of shapes and sizes. For instance, a standard package offered by any Amarillo direct mailing provider includes an envelope, a letter, a leaflet, and a reply form. There is a variation of this package which includes a set of flyers, each one promoting a different offering. Another common type is the self-mailer, which is a material sent without using an outer envelope. Many businesses though are using envelopes creatively. For example, envelopes can be designed to look like an invitation. To quickly grab the recipient’s, some would take advantage of envelopes of different color and texture or the ones that have a window face. Meanwhile, the sales letter provides the chance to directly address concerns of the recipient and gives further details regarding the benefits of the offer. One technique to make the sales letter more effective is to make it more personal. The writer should not only be familiar with the product or service being offered but should also understand the needs of the consumer.

Direct mailing is an effective marketing method that can help increase a business’ return on investment. Make an effort to understand and address the concerns of your target consumers. Along with the above factors, you can make your direct marketing campaign a success if you are in touch with the needs of your market.