12 Steps to the Perfect Direct Mail Piece
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Direct mail is still a wonderful way of targeting customers. It’s not as easy or as inexpensive as Spam, but it’s a lot more effective, predictable and trackable.
Here are the basics of a strong direct mail campaign.
- Target your audience carefully
- Use the “you” word as often as you can
- Send your letter under the “President’s” signature
- Make a charter offer
- Create a continuity program
- Offer multiple versions of the same product
- Make your envelope work for you
- Use reply cards and make the 800 number large
- Use odd sized envelopes and experiment with textured papers
- Test one variable at a time and use the results of the mailing for future mailings
- Remember, the consumer has not actually touched the product
- Create a headline like you might find in a tabloid newspaper
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