Fundamentals will prevail when it comes to Direct Mail (Part 2)

Despite the increase in post, increasing the role of prices, tightening regulations for security reasons and machining, direct mail remains the most effective way to reach a defined large-scale, increase sales and brand recognition, and Units move. It is specifically responsible, is relatively predictable and efficient, and can be tested and refined to maximize results.

For those just entering the marketing arena, and some experienced professionals who are stuck in a rut or being cornered by your business situation, sometimes better get back to basics to boost response of the keys to success are often there to view.

The principles here are only guidelines - No "rules" in direct mail except those imposed by the postal system. Some of the greatest successes occurred because someone broke the rules, " and came up something from a different angle. Direct mail is a set of weights and details - details of implementation can spell the difference between success and failure.

An increase of $ 200 in expenses also can produce many thousands of dollars in performance, if spent in the right place. But you do not need years of experience and thousands of campaigns under his belt to build an effective grassroots campaign that gets results. If we stick to the basics and grow from there, which is rarely to go wrong.

3) Get the open - you can have the biggest package in the inside, but if that never opens - no sale. Choose a format that creates the intrigue, mystery, or curiosity, and your package of at least get open. Teaser copy on the envelope is only one way to do this. Other companies include the exterior color, formats that look to invitations, formats that seem to express different envelopes third known companies, the formats that resemble telegrams, repositionable notes published abroad, the now famous "You may have already won!" seal and the words URGENT FREE and still have wide appeal and are very powerful if used correctly. Whichever direction you choose, should be harmonious with the offer, the content and sender company's brand.

If you have a sweepstakes of Hershey's chocolate, selling a record club, which would be a little confused - the three components does not comply with its brand awareness of companies - not heard Hershey's talk a lot and I've never associated Hershey's with music, and you have not heard of record companies holding a lot - that do not add up, and had probably throw the package away in the confusion. Align the format, the teaser and the action you want and good things happen.

4) TEST TEST TEST - the most powerful component of direct mail is that you can see if your package works before sending in large quantities. Proof of tenders lists, packages, teasers, colors, prices, copy and other components of the package is ineffective scientist weeding and replacement parts by the staff to be maximized results. The test is performed much like a science experiment - a blind study involving a group of recipients with a common characteristic, divided into sections uniformly, and the implementation of all these attributes to each, except to test.

That level playing field and variable test or a combination variables to adjust. The easiest and most productive is evidence of a single variable - usually lists of evidence, or offering, including price. In a test of the list, he will pack a number of different segments of select list or in small quantities, and see which one returns.

Offer tests involve taking a segment of the larger list that is very homogeneous and random division, and sending a different version of the offer in the same packet to each segment. You can try offering, carriers, price, format, copy, focus on profits or other attributes individual way, with great effectiveness. Tests single variable give a quick read on the public.

Price of the evidence in this way allows you to judge the price curve is for the product to that audience. 6-7 test on the same product prices will give a curve in response Chartable price front, and you must select the price in the top of the curve as the "winner" of proof - that the price is as much money people are willing to pay for the product without adversely affecting the response or sales.

All this proves that helps address the essential components of the package, and says that works, and what is strange. The adage linked to this type of fan is that they want "the Cadillac, and work backwards until you are sending the Volkswagen Beetle. "

5) believe that the figures - All these tests will give a lot data to read and interpret. If you have performed the tests in a fair, accurate and precise, then have hard data that can be used reliably for make decisions. One of the biggest mistakes you can make is to not believe or trust their data - numbers really do not lie, unless you have done, by shading test in some way - change of quantities, of the lists for throwing in the odd segments have seen much earlier work in similar packages, only the application such a test and not the control, etc.

There is an art to correctly interpret the test data, and only experience will teach you the nuances and shades make the difference between a moderate response and a star.

6) Cleanliness is Next to. . . Success! - Good, clean lists are essential for efficiency, email profitable. In the current climate of rampant growth of e-mails, and joint efforts for less discounts, you must take every name. There are a number of mechanical, computer to which you can submit their lists to promote is "mailability." Genderization, postal address standardization and 4, accuratized greeting suppression and adding to the National Change of Address File (NCOA) file of the deceased, not send files, and cleaning up the destruction of other reduced volume general distribution a little, but it will sharpen its focus on the target and reduce waste. Remember, you only pay for those who actually mail!

The other key component of their work involves working list the report purge merger / focus your list correctly. If you've rented a basket of lists, all with similar select revolves around a tightly targeted audience, most likely there is some overlap and repetition of some names. Getting rid of duplicates, and maintain Only names that you paid less than (and conversely, the release from which you have paid very expensive), you can save money and make your mail more profitable.

The pricing model that drives this efficiency is the "Network Name Agreement", which means you only pay the owner of the list of the names that remain after fusion and purging duplicates. Work closely with your processor from the list and will start the automated selection process to purge the duplicate and maintain expensive flights. The report is a very significant drain powerful tool in many other respects, and learn to read is an invaluable skill for development.

7) Speaking of the beginning of the PO, or repent at your leisure later - the key partnership needs to develop before making any of mail is one with the Post Office. Before renting a list before you print something, before writing a word, create a basic idea of what you want to mail, take your local Bulk Mail Acceptance Center and ask to speak with the postmaster. He or direct mail specialist will review your layout with an eye size, color and contrast, the necessary permits, terms of proportion, weight, and a number of other parameters that will give you some options on paper, size, and other issues to provide the maximum discount and save money.

The least effort of the post office have to spend down their email, the lower the price goes. Many large printers who specialize in the printing of direct mail component has a zip-house experts, and some even have a season of acceptance within your facility, with its own mail administrator or inspector. They can help you get your mail properly prepared for the maximum discount. In order to involve principles and ensure that your mail is set, eliminating the possibility of having produced and delivered your mail to the post office only to be rejected as undeliverable. Why throw the dice?

All these guidelines (and there are many more, not shown here) are intended to help produce and send to your audience successful and profitable target. The child spends on shipping costs, lost names on the list, has rejected the message, the production of unnecessary components that enhance response, the more money you can spend in the mail package to pull, income generation and improve sales. Mail is a game of efficiency / cost-offs - Make the right decisions and will contact more than they could have imagined. They are wrong, and that is throwing money into a hole. Nobody raises and bonuses that, right?

About the Author

David Poulos, Chief Consultant at Granite Partners has been offering marketing guidance to firms for over 25 years. Specialties include non-profit marketing and full-scale strategic marketing campaigns. He can be reached at http://www.granite-part.com, or 410-472-4570.

Automated Presorting :: Data Mail, Inc.

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