DIRECT MAIL

What makes "direct" mail different than regular mail?

Nothing. It's just a way the advertising world describes a

promotional message that circumvents traditional media (newspaper,

radio, TV) and appeals directly to an individual consumer.

Usually through the mail, but other carriers also participate.

 

Direct mail may be used more than you think. Studies indicate

that it is the third largest media expenditure behind television

and newspaper.

 

Rules to Remember

* Define your audience. Figure out who you want to reach before developing
your direct mail program. This allows you to specifically target your message to
fit common needs. It is the best advertising medium for "tailoring" your appeal.

* Locate the right mailing list. You can either build a "house list" by doing the
research yourself and compiling the information on a computer þ or you can purchase
an "outside list" from a list house or mailing organization already pre-prepared and ready to go.

* There are many ways to purchase lists. You can buy them demographically
(by age, profession, habits or business), or geographically (by location, state and zip code).
Or you can by a list with both qualities. More than likely, there is a mailing list company in
your area that would happy to consult with you on your needs. If not, there are a number of
national mailing lists available. On the average, you should pay between 4 to 5 cents a name.

* For assembly, addressing and mailing your project, you also have the choice of doing it
yourself or locating a mailing service company to do it for you. As the numbers of your direct
mail pieces increase, the more practical it is for you to enlist such an organization for assistance.
They also are very good at getting you the lowest postal rates.

* Consider using a self-addressed reply card or envelope to strengthen return. Use a Business
Reply Postage Number on the envelope and you'll only pay for the cards which are sent back to you.

 

The blessing (or curse) of direct mail is that there are no

set rules for form or content. The task of deciding what your

mailing should have as content, its design and its message(s) is up

to you. However, remember to attract the reader's attention with

color and creativity. Use clear, comfortable writing and make your

appeal easy to respond.

 

And of course, coordinate the mailing with other advertising

media if you are also using them in the same campaign. It can

significantly increase the potential return.

 

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