Direct mail has been a successful marketing strategy for many years, but as technology has evolved, so have direct mail services and the effectiveness of these marketing tools. Before you put your advertising dollars to the test, it is important to understand whether or not direct mail services are really a good idea. This evaluation should be individualized and address the factors that may impact how effectively you direct mail campaigns are received. When you evaluate direct mail services, it is important to be realistic in your expectations.
Investing in Direct Mail Services
One factor in evaluating whether direct mail services are worth the investment is the amount of time it takes to develop your campaign. Direct mail software can automate much of the process, taking some of the burden off you so you can focus on other aspects of your business. Using an auto-responder service can also save you time, which can be beneficial in the tight economy.
Another question to ask yourself when evaluating direct mail services is whether or not you will need a bulk mailing service. This can be especially important if you want to target a specific region or demographic. These services can help you achieve greater success and save you money by reducing the cost per piece, which is another benefit. Mailing lists are also an important part of direct mail services, so be sure that you choose one that includes people likely to be interested in the products and services you have to offer. Many customers buy products or services based on recommendations from family and friends, and they tend to remain your most loyal customers. To ensure your direct mail campaign reaches these consumers, consider having a list provided by an outside agency.
In addition to an accurate mailing list, direct mail services need to have a good-quality distribution list. If your direct mail campaign sends out thousands of letters to people who do not live in your area, you are wasting your marketing resources. To ensure that these individuals get your direct mail letter, you may need to hire a mailing company with international experience, one that specializes in large-scale direct mail campaigns. Many companies today offer this service as part of their comprehensive direct mail service.
How to Improve Response Rates with Direct Mail Services
When evaluating direct mail services, you should also be aware of the direct mail tips that can help improve the response rate of your campaign. One such tip is to send out two direct mail pieces within a short period of each other, which is usually about eight weeks apart. Studies have shown that recipients who receive two direct mail pieces within a short period of time are more likely to respond than those who receive one direct mail piece but no other marketing literature. Additionally, if you choose to make use of a distribution service to help distribute your brochures or flyers, you should ask them to leave a post card at every residence on their list.
Some direct mail services also allow you to add an insert card to your campaign materials, which can be printed at home. These inserts feature a unique URL that will direct readers to your direct mail page. In this way, you can maximize the effectiveness of your direct mail services. The addition of an insert card is especially useful because it can help you reach those individuals who do not regularly check their mail boxes.
You may also want to consider printing coupon inserts, which are slightly more affordable compared to direct mail services. Coupons, however, are only effective if recipients actually take the time to open and read the coupon inside. A drawback of coupons is that recipients who do not regularly use discount offers are likely to ignore them. Fortunately, if you decide to order blank coupon inserts from a direct mail services provider, you can customize them using fonts, font sizes, and other design features to meet your business needs.
Finally, in order to ensure that your direct mail services provider is able to reach the targeted market, you should always evaluate how your direct mail materials are delivered. Many companies choose to have their direct mail materials delivered through bulk, non-stop mail. However, if you have budget constraints, you might not be able to afford this option. It is important to remember that the delivery schedule is one of the most crucial components of your campaign. You should ensure that all of your materials reach the right recipient at the right time. If you are unable to handle this aspect of your direct mail services campaign, you will just be wasting your money and potential customers.