Making direct mail marketing work for you

Chances are, you or your business has received more than your fair share of junk mail. Typically, this type of mail goes straight into the trash. But don't let that stop you from using direct mail marketing. There is a difference between the two, and by keeping a few things in mind, you can make direct mail marketing work for you.

The following are a few tips for making direct mail marketing successful:

Mail to the right person.
Junk mail goes to everyone - direct mail is directed at a specific prospect who you know will be interested in your product or services. Make sure you do plenty of market research so you know exactly who to send it to and to keep your marketing materials from ending up in the trash.

Write clearly and directly.
In order for your mail to be taken seriously, make sure you write it as one-on-one dialogue, instead of addressing a large group of people. This makes it more personalized. Keep the paragraphs short and simple, and don't bog the letter down with industry terms and statistics that your potential customer may not understand. Don't go over two pages, and break the letter up into headings. As always, proofread carefully.

Organize effectively.
Great direct mail marketing is organized in such a way that the prospect will want to call and learn more. You should repeat your offer at least three times - in the beginning, in the middle, and again at the closing of the letter. Always let them know what steps they should take next (a number to call or website to visit), and create a sense of urgency.

Make sure your copy lists benefits.
The benefits of choosing your products and services should be clearly listed. Keep in mind that benefits are not the same as features. A feature would be something like, "24-hour technical support," whereas benefit-oriented copy would say, "24-hour technical support helps ensure your product is running smoothly day and night." Listing the benefits helps your prospects to see exactly how your services can help them.

Create an offer
Your direct mail should always have some kind of offer with a sense of urgency, such as a deal that will only last through the end of the month. If you use a limited time offer, make sure the expiration date is no longer than 60 days. Your offers should also set you apart from the competition. Make them an offer they simply can't refuse, and then make sure you communicate it clearly in your direct mail marketing.

Provide an easy way to contact you.
The goal of your marketing material is to get people to respond as soon as possible. That is why it's so important to provide your prospects with an easy way to reach you. This can be through a toll-free number, email, stamped reply card, or a special link to a website.

Follow up.
You should always follow up by phone. Not getting a response back doesn't necessarily indicate disinterest; the person may just have been busy or needs a little urging to close the sale. Make sure you call within several days of mailing out if you haven't already heard from them.

Direct mail marketing that is well-written, directed specifically to your prospects, and makes an impact on your prospects can be a very successful marketing tool.