Questions to Ask Yourself Before Launching a Direct Mail Campaign

Thinking about launching a direct mail (DM) marketing campaign to promote your business? Before you get started, here are some questions to ask to help you be more prepared.

Who is my target audience?

Who are you going to be sending your DM out to? Do you have a mailing list? What kind of customers are you targeting? Make a list of their characteristics and demographics. How much money do they make? How old are they? Where do they live? Male or female? What interests do they have?

The better you understand your target audience, the more personalized you can make your DM pieces, leading to higher response rates.

What action do I want them to take?

Direct mail marketing success depends on your ability to get your audience to take action. For some ads, you will want the reader to take action by making a purchase right now. Other DM ads might encourage the consumer to go to a web address listed on the ad to learn more about your offer.

Every ad needs a call to action. If you’re not encouraging the recipient to take action, they’re not going to do anything and your ad will be wasted. You may as well just flush your money down the toilet.

Identify the action you want people to take, and make sure your call to action is clear and jumps off the page.

What’s my budget?

You need to know exactly how much you can afford to spend on DM before launching your campaign. If you have a marketing budget, how much of it will you set aside for direct mail marketing? Are you going to spread out your spending throughout the year or dump it into a single campaign right now?

Once you set your budget, stick to it. Figure out how can get the most from that budget without sacrificing the quality of your DM marketing.

How will I track results?

If you’re not tracking the results of your direct mail marketing, you’re wasting your money because you have no way of knowing what’s working and what needs to be improved. You have to set goals, test different adjustments to your marketing materials, and track your results.

Over time, you’ll collect more and more data on your DM marketing campaigns, providing you with valuable information that helps you optimize your efforts to get a better return on your investment.

Which direct mail company should I use?

Finding the right DM company is one of the most important decisions you’ll make when planning your campaign. Not all direct mail companies are the same. The services they offer, fees they charge, and level of satisfaction they provide varies.

Spend time researching the different direct mail companies by performing a simple search online. Look for companies with years of experience, a wide portfolio of services, and competitive prices. You also want to look at examples of their work to make sure it’s professional and will reflect your brand in a positive way.

By asking yourself these questions before starting your direct mail campaign, you’ll have a great plan for success.

What Does It Cost To Hire A Good Direct Response Copywriter?

First things first.What is a direct response copywriter?A direct response copywriter is a writer who specializes in writing copy that is designed to get the reader to take action.The action might be to make an immediate purchase, sign up for an online report, make a phone call for a free consultation.The primary role of the direct response copywriter is to move your prospect through your selling process and deeper into your sales funnel.Before he or she is able to do that, the copywriter must have a clear understanding of what your selling message is about and who your target market is.For some marketers, this is a real eye opener. Many don’t have a clear selling message. Worse yet, they haven’t sat down and put together a profile of their ideal target prospect.Some don’t know how to do it. Others simply don’t understand its critical role in the marketing process. And some find it intimidating.Whatever the reason, copy that generates results must have this understanding as a foundation.So when business owners ask me how much it costs to hire me, my answer is nothing.Investing in the services of a direct response copywriter or marketing consultant who knows how to sell- online and offline – is an investment that should pay itself.Here’s what I mean:Consider the results my copywriting and marketing direction produced for these clients..”The results so far from the new website have been outstanding. We are currently tracking an increase of 25% in conversions compared to the first week of December 2010 and a 44% increase in conversions over the same time frame last year. What’s more, most of the conversions come through the home page, the program page, comprehensive care link and the how it works page, all of which were written by you!!” -Lisa Borg, VP Marketing, Slimband”We are now averaging 5-10 qualified leads per day based on the web copy you wrote for our site. It’s unbelievable. We were hardly getting any before.”- Elizabeth Gomes, Yonge-Eglinton Laser Eye Centre”So far, the response from the sales letter you wrote has been 12.06% – that’s 25% over our projection.”- John Andresen, Wyers DirectI don’t know exactly what those numbers translated to as far as sales revenues were concerned but I went on to do multiple projects for them so it must have more than paid for itself many times over.In addition to getting a clear understanding of the message and the target market, a professional copywriter must take a lot of information into consideration before ever writing a a single line of copy.Many business owners don’t realize what goes into creating effective direct response web copy, email marketing campaigns or sales letters.For example, here’s a snippet from a proposal I sent to a prospect lately who was considering hiring me to create a basic marketing system for her that consisted of new direct response web copy, a free report they could offer as a sales lead generation tool and an autoresponder follow up email campaign to keep prospect “warm” until they’re ready to buy.
Spend time with you/team to learn more about your company.
Read all current company brochures, web copy, direct mail, and other relevant materials including industry reports, studies, trade magazine articles, statistical tracking reports etc.
Meet with staff to hear their thoughts on what market conditions are like and see what insights they can offer.
Gain insights into the current market environment so we can tailor our marketing efforts to meet the needs of prospects.
Talk to current/past customers to better understand what they feel are the key benefits they received from their experience with your company. Very important and often overlooked. Feedback can help us create laser like focus on our selling story.
Review competitive/like-minded web sites/initiatives so we know how the competition is positioning itself.
Submit rough drafts of all content I write for review and approval.
Create report concepts and titles and submit for review.
Deliver finished copy to you for approval.
Work with web designer to get things in place after approval and agreement from you.
Provide you with the benefit of my writing, sales and marketing experience wherever I can.
The above list gives you an insight about what goes into professional direct response copy.Copy is salesmanship in print.And well-researched direct response copy makes all the difference between a business that merely survives and one that thrives.

Direct Mail Examples – 8 Secrets of Direct Mail Copywriting!

Since in invention of the Internet (and cheaper marking methods like email), direct mail examples have become less popular with entrepreneurs who are always looking for the best way to cut down wastage in their marketing.

But there are often times when it’s a good ideas to send out a direct mail piece to a list of your best customers, because there is just not that much competition for their snail mail box these days.

In the direct mail examples below you will find a list of top tips to make your mailing more successful.

1. Targeting Your List: The biggest thing that is going to bring you a good result in your direct marketing is a laser focused list. I often watch a TV ad for a new perfume and think how wasteful the marketing is because half the population is not interested. It’s your job to only target people with a 90% chance of buying. If you cannot do this forge about direct mail.

2. Copywriting: Make sure that you research the hot buttons of your market and that your copy is top rate. The best way to test your stuff is using 2 different versions with a Google AdWords ad and see which one pulls in the most response.

3. Don’t Forget the Call to Action: I see this in so much copy, you need to tell the prospect what to do next. Every time, no excuses…

4. Testing: I mentioned this before but it’s so crucial I want to go over it again. You need to test an retest every piece of direct mail before you send it out. The Internet makes this process easy and cheap so don’t just guess what is going to work.

5. Don’t do Hype: People hate it, just tell the truth.

6. Errors in Your Copy: Get a professional proofreader to go over your stuff, 10% of people are really hot on grammar and will throw your stuff in the bin if it’s not perfect.

7. The Headline: If this is weak your direct mailing will never get read. Work super hard on the headline.

8. Style Over Substance: Many people work for hours on the design and forget the sales massage. Remember that ugly often sell best!

Final thoughts.

I hope you can use these direct mail examples to bring in more sales and more success for your business.

For even more copywriting advice see the links below.