Direct Mail Advertising

Direct mail advertising is one of the most often used methods of advertising throughout the business world. It is easy to plan, simple to execute and can provide satisfactory returns on the initial investment if carried out properly. The estimated percentage rate of all direct response advertising is approximately 1-2% return rate for any campaign. These figures are challenged by many who have seen greater responses at times by unusually successful mail marketing campaigns. There are a few basics that can be learned that will insure general success if implemented properly by any small or large business.

In order to receive the results that are hoped for, a direct mail advertising campaign should be targeted, well written and designed for quick response. The target group must be compiled before initiating any direct response advertising strategy. Determine who they are, what their needs are, how to fulfill their needs and how to encourage an active response from them. A target group can be senior adults, teenagers, young adults, middle aged men or women. There are many sources from which to compile a target group list for mass mailing of a marketing campaign. The list may come from an accumulated list of customers and prospective customers that have responded to some marketing strategy in the past.

Prospect lists can also be formed by checking sources that compile lists of names and addresses pertaining to any number of interests or needs. No matter the group, just make sure that a particular group is determined for the strategy. This will influence the look, message and presentation of the mail as it arrives at the targeted location. The design of the direct response advertising document is important in order to catch the target audiences attention. Sometimes it can be helpful to secure the services of a graphic design artist that is proficient in formulating ads for marketing. Colors, fonts, logos, and general layouts are all important in catching the attention of the receivers.

If the letter is contained within an envelope, there must be something that draws the recipient into opening and reading the letter. Marketing experts suggest that there be a one liner or teaser that will interest the reader enough to open their mail and read on. After that, the written form is very important in providing information, motivation and sealing the deal for a direct mail advertising campaign. Many times businesses hire professional writers who are expert in writing for marketing campaigns. This can save time and money by providing well written, succinct and effective letters, brochures, postcards, flyers and any other direct response advertising tool. Copy written for marketing projects must be concise and easy to read. "Great is the Lord, and greatly to be praised in the city of our God, in the mountain of his holiness." (Psalm 48:1)

Writers must be careful to write paragraphs that are not too lengthy. The content of direct response advertising should be at the average newspaper reading level which is considered no higher than an 8th grader reader. There should be plenty of headlines, response phrases and interesting language used within the copy. Mailers that are quick to read, interesting and stimulating will more likely win the time of any recipient and maybe even his or her order. There are many ways to enhance direct mail advertising that will make it more appealing and less blase than before. Never use the same strategy twice or the same appeal more than once. Make the mail copy different than before so the recipients don't get so familiar with the look that they drop it in the trashcan even before opening.

Always try a different appeal through various types of mailings, incentives and exciting offers that will stimulate a response right away such as coupons and free gifts. Make it very easy for recipients to respond to letters by enclosing return, self-addressed envelopes that can be dropped in the mail immediately. One of the newest direct marketing advertising methods is blitzing the target group with postcards. Of course, this does not allow for return envelopes, but postcards are exceptionally good for promoting websites, events and a single product. Keep in mind that both sides of a postcard need to have a headliner and information.

Traditionally, postcards have displayed only one side with a picture or information. The other side is left for the mailing address. In marketing campaigns, a headliner or informational graphic also needs to be on the address side in order to solicit further reading from the recipient. Postage costs are also a plus for postcard blitzes because a postcard costs about half of what a typical promotional letter will cost if sent first class. The graphics and printing are cheaper and the appeal can be broad and effective. Many marketers have seen good results from postcard advertisements. Direct mail advertising in all forms continues to be the staple among marketing methods because the success rate continues to justify its use among businesses.

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