What is Direct Mail?
Direct mail is a marketing practice in which a company sends various items to potential customers in an effort to effectively advertise their products.
How Direct Mail Works
1. Acquiring potential customer addresses
A company that is interested in direct mailing adverts to potential customers must first acquire the names and addresses of said customers. This can be done by partnering with similar companies who work in the same industry or same geographic area, or local flyers with an opt-in option may be utilized.
2. Choosing the correct material
Direct mail comes in various forms: flyers, brochures, catalogs, letters, newsletters, and more. Depending on the company's services, certain methods of contacting the customer may be more effective or appropriate.
3. Utilize a response tool
Whether it's an order form with a Yes/No option, a link to a website, or a toll-free phone number, a company must decide on how to capitalize on the interest of the customer. The response tool will allow for the efforts of the direct mail campaign be rewarded by a new customer, provided they like what the company has to offer.
Direct Mail Best Practices
1. Choose the right colors
Direct mail is an incredibly-visual form of marketing. Certain colors convey different messages, whether they're positive, negative, exciting, etc. If a company uses a bright neon flyer to offer funeral services, it may be the wrong message from the moment the customer opens the envelope.
2. Choose the right keywords
Just like SEO practices, certain words leap out or inspire different reactions. Understanding the best practices in this regard, by utilizing the right keywords, a direct mail advert may garner a response from the potential customer -- or not.
3. Choose the right response tool
A brochure promoting a new roof may offer a phone number for a response tool, whereas a flyer promoting a new web designing service would benefit from having a link for the customer to visit. Matching the response tool to the message of the campaign and the services offered can help close the sale.