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How to get the most out of direct marketing

January 24 2020 - Direct marketing is a way to get yourself in front of people. This can include a particular demographic, those who live in a specific area - or you may even use it as a way to get in touch with your future employees and colleagues. It can be an effective way to get your name out there and attract individuals to your brand.

However, you might not be using it in the best way that you possibly can. If you want your direct marketing campaign to be more effective, there are a few things that you could do that will make more of an impact. Here are some suggestions you may wish to think about implementing into your direct marketing strategy.

Have a goal

The aim of a direct marketing campaign is to persuade people to take actions that lead to measurable results. These can be to sign up or to ask for more information, for instance.

An important factor in the success of a campaign is its call to action: a message to get people to respond. Direct marketing needs to get a return on investment, but there are many different options to look at if one approach doesn't work for you.

Check your costs

There will be a variation of costs for each contact or mail depending on design, printing and postage costs, as well as other factors. Working with direct mail companies can mean that you may get discounts, especially if you go for a large order. Those costs and options may include:

  • Design - you could either hire a graphic designer or do it yourself
  • Marketing copy - this persuasive messaging can be created either by yourself or a professional copywriter
  • Mailing lists - your best list will include your own leads, but sometimes that may not meet your needs, or you may wish to buy a mailing list
  • Printing - your mail should be professionally printed to present your business well
  • Shipping - this will depend on the size, weight and destination of your mail

A mailing house can provide many of these services, such as printing, packing, wrapping, dispatch and reporting. The amount of expertise that you would have by getting in contact with a mailing house for much of your direct mailing work would mean that you increase your knowledge and insight into what's effective (or not) swiftly. You can also reduce your overheads, save time, use the latest equipment and work using a defined service level agreement.

Create an effective campaign

To stand out, you can get creative with your direct marketing endeavours. Some companies may send out flyers that are an unusual shape, pop-ups or even 3D objects to stand out from the regular pile of mail people may get.

Yet your campaign should target people who are likely to be interested in what your company has to offer or have expressed an interest already. The type of direct marketing that will work will depend on your industry, budget and who you're targeting.


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