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  • Writer's pictureTony Gelesic

DIRECT MAIL BASICS

Updated: Feb 20, 2023

Direct mail marketing has been a powerful tool for businesses to reach their target audience for decades. In fact, it is still one of the most effective marketing strategies today, despite the rise of digital marketing.

If you're considering using direct mail to promote your business, here are some basics to keep in mind:

  1. Define Your Target Audience: The first step in a successful direct mail campaign is to define your target audience. Who are you trying to reach? What are their demographics, interests, and behaviors? This will help you tailor your message to resonate with your audience and increase your response rate. See my post about the importance of data.

  2. Create Compelling Content: The content of your direct mail piece is crucial. It needs to capture the attention of your audience and motivate them to take action. Whether it's a special offer, a discount, or an invitation to an event, make sure your content is clear, concise, and compelling.

  3. Choose the Right Format: Direct mail comes in many formats, such as postcards, letters, and window check snaps. Choose a format that aligns with your campaign goals and budget. For example, window check snap packs are cost-effective and great for boost in response.

  4. Include a Call to Action: Every direct mail piece should have a clear call to action that tells the recipient what to do next. Whether it's to visit your website, call your business, or make a purchase, make it easy for your audience to take the next step.

  5. Measure Your Results: To gauge the success of your direct mail campaign, track your response rate, conversion rate, and return on investment. This will help you identify what worked well and what needs improvement for future campaigns.

By following these basics, you can create a successful direct mail campaign that effectively reaches your target audience and drives results for your business.


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