How to Use Direct Mail as a Marketing Tool
Here are few easy steps that will guide you through the whole process of direct mail:
STEP 1: Decide on the target group and then think of a direct mail campaign.
STEP 2: Come up with a limited time offer or an offer that sets you apart from your competition. The goal of a direct mail is to instigate immediate action.
STEP 3: Make it convenient for your target group to respond to you. You could either ask them to contact you through a toll-free phone number, fax form, postage-paid reply card, or a web site address.
STEP 4: Find a printer/fabricator that works best for you. Remember, this card represents your company, thus quality is of prime essence.
STEP 5: Use bulk rate to save on mailing costs. Take into consideration as to how long it will take your target group to receive their direct mail as opposed to how long the offer is good for. Delivery times for bulk rate are typically three to 10 business days. Make sure you bring your direct mail piece to the post office and ensure beforehand that it will go through the mail system without any hindrance. For future mailing, you may want to explore the idea of using a mail house to handle any hefty volume jobs.
STEP 6: Following up with your target group is important. Thus, once you have made an impact with the Direct mail it is important to make a phone call to pitch and close the sale. Be professional, well-mannered, and well-informed over the phone. Even if the customer sounds disinterested in your proposal, stay calm and accept it, because this call has already developed a business relationship, and the doors for future sale are still wide open.
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