Direct Mail Most Effective

According to a recent study by Exact Target, direct mail has been found to be the most effective marketing tool for influencing buying decisions. Direct mail beats out television, email and telemarketing. The study finds direct mail to be 18% more effective than email. Direct mail has proven effective in reaching consumers of all ages.

You can read the entire article at Printweek.

Issues and Benefits of Standard vs First Class Mail

National Mortgage Professional Magazine has a very informative article that applies to all direct mail marketers. Not only do they discuss the benefits of standard vs. first class mail, they also tell how to estimate delivery, track results and plan staffing for mail drops.

Read the whole article here and increase your knowledge and results.

Personalize Your Direct Mail

Research by Forrester Consulting reveals the benefit of personalized direct mail. According to their data 74% believe personalized, relevant material could be beneficial.

Additionally, over 60% still read off-line material even if they are heavy internet users.

Read the whole article here.

Mistakes and How to Fix Them

Although Brian Sacks wrote this article for National Mortgage Professional Magazine, the fundamentals apply to all industries and marketers. Read the whole article to avoid common mistakes.

Among the insights Brian shares are:

Don't think your campaign is a failure after only one mailing. Multiple impressions are imperative for success.

Hit the right target market. It is smarter to spend a little more money on a targeted list than sending to everyone and wasting money mailing to those who aren't qualified for your offer.

Make sure everything you do can be tracked and use this information to maximize your marketing dollar. Use a unique url and offer a free report which doubles as a sales tool. Don't forget to use deadlines, bonuses and calls to action.

To your success.

Make Your Envelope Matter

Don't overlook the importance of your envelope in your direct mail campaign.

A plain white # 10 size envelope could easily get lost with the recipients other mail and wind up in the waste paper basket.

Make your envelope stand out from the others. One proved method for this is through the use of teaser copy, a message printed on the outside of the envelope. This should provide motivation to open the envelope immediately and read your letter. Noting a "Free Offer" or "Special Bonus" or "Limited Time Offer," are common components of teaser copy.

You can also test different size envelopes, the use of color and windows.

For more detailed information regarding the best ways to use envelopes, read the whole article from Denver Marketing Examiner.

Test for Success

One of the greatest benefits of direct mail, which separates it from other forms of advertising, is its ability to be effectively tested. Multiple aspects of a direct mail campaign can and should be tested for maximum impact. You will get quantifiable results from each and every test, which can be further refined and tested again.

For more information, read this brief but helpful article from Business Management Daily so your next campaign will pass the test.

Non Direct Response Direct Mail

Normally when direct mail is used, it is to elicit a response. This usually involves a sales offer, or perhaps a survey.

However, according to Frank Defino Jr of Tukaiz, direct mail should be used to stay in touch with your customers. Without a specific call to action, the client is more at ease and this is conducive to building trust and a stronger relationship.

Read the whole article
here.