Key Strategies for Your Direct-Mail Marketing plan

Direct-mail advertising is one of the most efficient ways to promote your products/services as well as to help attract new customers. With direct-marketing firms springing up everywhere, the question becomes: which one is the right for you?

Steve Zuckerman, president of Clipper Magazine, shares some of his expertise and knowledge as he proposes the following key strategies to ensure that your future direct-mail marketing plan is a success.

1- Walk Through New Direct-Mail Options
Today, there are many direct-mail marketing options available to you. For example, you can create detached address label cards, postcards or brochures. Creating direct mail on your own isn’t out of the question, but it is a lot more work and tends to be the most expensive route to take. In that regard, you may want to hire a local direct-mail resource; you will be able to write, design and print your newsletters and brochures while they facilitate a direct-mail housing plan. This option will potentially cost you at least 40 cents to one dollar per targeted home.
You could also hire a local, regional or national direct-mail resource that’s highly regarded and nationally respected. When it comes to marketing, you want the best image, so always avoid lesser-quality resources. Don’t hesitate to ask for samples of work and statistics from their direct-mail housing plan. There are also a number of nationally respected direct-mail companies with local offices and sales representatives. A few of the best-known professional direct-mail resources include Clipper Magazine, Savvy Shopper and Mint Magazine. They vary, yet are all remarkable, colorful, direct-mail magazine resources which also offer a complete array of direct-mail service options.

2- Support Your Ads with Photographs, Logos & Colorful Illustrations
For added effectiveness, it is important to keep your direct-mail marketing consistent. With each passing advertisement and direct-mail device, make sure you are using strong headlines that include a call to action, great offers, brand-name logos and colorful photographs. If you do not have any professional photographs, that’s fine. Just ask your direct-mail resource for some choices. Also, it’s important to keep up with the competition, so try to avoid using black and white direct-mail advertising and marketing options. You want full-color advertisements for multiple reasons. Full color helps to build professionalism, attracting clients and ensuring the best possible delivery while building a reputable name for your business. Using color advertising can also increase redemption rates by 30% to 60%.

3-Create Annual Direct-Mail Advertising Campaigns
Invest in your success by using direct-mail marketing consistently throughout the entire year. Ask to review the advantages of annual agreements as well as the cost savings when you mail to multiple or larger targeted areas. This will make your advertising campaigns more effective, while it may also reduce the costs of your overall advertising budget.

4- Promote Strong Offers with disclaimers
There is always something special you can offer to attract first-time clients as well as preserve current clients. You will need to clearly and simply state your disclaimers, while keeping them to a minimum. Give your clients some incentive to come in within a certain time period by offering your specials for a limited time frame from 60 to 90 days.

5-Get What You Need For Your Money
Just like any other form of marketing and advertising, it usually takes a long-term investment to see the results you want. Sit down with your direct-mail consultant and set goals. Tell them exactly what you are looking for. Direct mail works. It’s time to promote your business with a valuable advertising investment that really works.