1. Bulk mail
Bulk mail is one of the tools for direct mail marketing. For those large projects that require mail to be sent to a large recipient list, the post office has a reduced fee scale. It is important to know the regulations and special steps for sending anything bulk mail, to avoid delay. It is advisable to speak directly with a USPS representative to ensure proper compliance.
2. Call to action
No marketing piece is worth doing, unless it has a call to action. This is the part of the mailer where you let the reader know the next step they should take. They have opened the mailer, they have taken their time to read it. If they are interested, they need to know if they should go to a website, call a phone number, or complete a form. The call to action should be clear, direct, and prominent.
3. List
No direct mail marketing project can be complete without the list. It is the group of people or businesses to whom the pamphlet, letter, or mailer is to be sent. Lists can be created over time, from those that have done business or made inquiries in the past. They can also be purchased from companies or list brokers. However the list is obtained, it is an essential part of any mailing.
4. Segmentation
There is always some method by which a large list can be divided, for easier control and handling of the information. Segmentation is when a master list is divided into groups based on one of the pieces of information in each recipient’s profile. This could be zip code, gender, company size, or anything else that helps the business target a specific subset of the main list.
5. Response rate
The point of any marketing venture is to get customers. In direct mail marketing, the same is true. One of the ways that a marketing team can see how effective a campaign has been is to measure the response rate. This means taking note of how many potential customers or customers that received the piece actually made an inquiry or purchase.
If you would like to learn more about direct mail marketing in Ausitn, visit MindEcology.
