Tips
The key to creating an efficient and effective campaign is to answer two very important questions before you start:
- Who is my audience?
- What action/response do I want him/her to take?
On the surface, these seem like very simple questions to answer – but there is a lot to think about when answering these questions. As we move forward in developing your direct mail campaign, keep these two questions in mind.
There are six simple steps to start your direct mail campaign and grow your business:
Step 1 – Build or buy a mailing list for your target audience
Step 2 – Select the format for your mailing
Step 3 – Create your message
Step 4 – Explore design ideas
Step 5 – Print your piece
Step 6 – Mail it out!
As a subscriber to New Mover’s Mailbox, you have already identified your audience - you have chosen to mail new movers or new homeowners because they are a market that will use or need your service. You have also selected the geographic area (zip codes) that you want to target. See how easy that was?
One advantage of New Mover's Mailbox is the flexibility it offers for the size and scope of your campaign. You can start with a small and very focused effort with the standard 5 zip code purchase. As you continue to send out mail and your business grows, you can expand your target market to new zip codes as you grow. It's entirely up to you!
There are 3 primary formats for you to choose from when you develop your mailing piece:
- Postcards
- Letters
- Brochures
Think carefully about your product and your message before making a decision about a format.
Postcards
Postcards are an effective medium for most products, because they cut down the barrier of the envelope between the consumer and your message. The first thing people do before they read their mail is sort through it and separate the “junk mail” from the mail they want to read. With a postcard, they are much more likely to catch a glimpse of your postcard which increases the likelihood of them reading your message. Postcards also offer the advantage of being the least expensive medium for printing and postage.
Letters
If you decide to mail letters, they must be presented in a way that does not scream “junk mail!” You must compel your audience to acknowledge your piece as worthy of opening. This means the outside of the envelope is as important, if not more important, than what’s inside. One way to do this is to include a hint or message about what’s inside the envelope. For example, you could include a message on the outside of the envelope that offers something for free or at a discount. Another way to do this is tohandwrite the addresses on the envelope – this personalizes the letter and piques the curiosity of your audience. Once the envelope has been opened, you must sell your product quickly. Don’t use a long, boring letter to talk about your product. Make it interesting and concise – in other words, get to your point as soon as possible.
Brochures
Brochures offer more opportunity for you to explain your product and enhance your message. Be careful, though! Brochures that do not capture the readers’ attention will not be opened and read. Typically, design of a brochure is much more graphically involved and requires more advanced design knowledge. Effective brochures are a great way to educate the reader about your product, but they are typically the most expensive of these three formats.
Creating your message is the most important element of your direct mail campaign. Remember the two questions we talked about at the beginning:
- Who is my audience?
- What action/response do I want him/her to take?
Knowing the answers to these two questions is critical to developing your message.
The list that you’ll be using consists of new movers or homeowners – so your audience is new to the neighborhood. As you come up with your message, remember to do these four key things in each of your mailings:
- Welcome them to the neighborhood. This personalizes your message and shows them that you are part of the community welcoming them. You’re happy they chose to move into your community – let them know it! They’ll appreciate it.
- Show them your brand and make them familiar with your product. Place your company logo (if you have one) in a prominent location on the mail piece. Make sure it is clear what kind of service or product you are selling. These two things will build familiarity between your prospect and your company.
- Offer them something for free or for a discount. Make sure the coupon is one of the first things they see. Coupons are effective because people love saving money, and while customers see coupons as a way to save money or get something for free, businesses see them as an inexpensive marketing tool.
- Ask them to take action. Plain and simple, ask them to do one of these things:
- Request information from you
- Visit your store or website
- Call you
- Purchase something from you
Always remember to clearly communicate how they can respond – it can be a phone or fax number, website, e-mail address, or mail address. Make it as easy as possible for them to respond.
Here are several more tips to remember when crafting your message:
- Visualize your audience and determine how your product or service fulfills their needs.
- Write as though you were having a friendly conversation with them.
- Focus on the recipient. Use “you” more than “we.”
- Highlight the benefits of your product or service, and emphasize what the recipient will get from using it.
Printing your piece does not have to be expensive - you can easily put together an effective piece that will convey your message and elicit the reaction you wanted from your prospect.
Think about whether or not you want to print a piece with color or black and white. Color is more expensive to print, and is not necessary to get a good response on your mailing. Also, too many colors can create a piece that is cluttered and confusing – figure out what’s best for your project. Also, think about how large or small your postcard, letter, or brochure will be. What will it take to get your piece noticed? How will you make it stand out? Consider these things as you design your piece:
- Use pictures or illustrations. They will enhance the overall look of your direct mail piece. Consider taking your own photos with a digital camera and uploading the images to add to your mail piece.
- Create a mood. Use images that are related to your product or service, instead of an actual image of the product or service. Consider purchasing stock photography or art work, or download free images such as clip art.
Develop a sense of what works and what doesn’t. You have an abundance of learning materials right inside your own mailbox. The next time you go through your mail, take a minute to examine what’s there, what catches your attention, what attracts and what repels you.
We recommend that you print a large amount (2,500 or more) to use for your new mover mailings throughout the year. This way, you will get a substantially lower rate per piece for printing, and you’ll be ready to send out your mailing immediately when you get your monthly list.
Consider the type of paper you want to use – a heavier weight of paper has less chance of getting lost in a mailbox. Also, if you are using black and white with no color, consider putting your piece on a bright colored paper. This will make sure that it gets noticed by your prospect.
If you have a computer and a printer, you can print your own mail. It may be easier and just as inexpensive to go to a printer and pay to have your piece printed. Our design and print service is a great way for you to design and print a mail piece. We’ll save you money and work with you to create a direct mail advertising piece that you will be proud to give to prospective clients and customers. Click here to learn more about our design and print services.