Direct mail campaigns aren’t as different to other sales and marketing strategies as you might think. Getting your mailings properly optimized is vital as it’s the key to your success. The way to achieve this is by testing and not giving up. Those who are brand new to DM or just don’t have much experience seem to hit a wall.
You’ll be able to get over that wall by doing tests, improving your mailings and sticking with it. If you expect to succeed on your first try, then you will be sorely disappointed because it’s very rare. This, however, isn’t true for professionals in the DM business who have been at it a long time. However, they reached that point by playing the gaming, testing, optimizing and learning as much as they could.
When starting out, choosing to do a sealed envelope mailing campaign, or using a postcard, must be determined. Your budget, experience level, and also your comfort level, plays a large role. So if funding is tight, then you need to test the waters with postcards when you start out. Also, small 4.5″ x 6″ postcards are not your only option. Larger postcards are also an option. You can use a professional design, plus make them glossy. Once a person has your postcard in their hand, your sales copy must be great as you only have a couple seconds to get their attention. Adding a call to action, plus your strongest benefit, can help you achieve success.
It’s essential that you always test your campaigns and improve them based on the results, which is something you are probably aware of. But maybe you are not sure what needs to be tested and the proper sequence and approach. The first test should be your headline followed by the offer and then your price points. The offer is always the most powerful element of any promotion, on or off the web. The headline needs to be the first on the testing list because it’s what entices people to explore your offer further.
The easiest way is to separate your mailing list into sections. You then need to test the headline and the other two elements later on. You’ll have to include some tracking code to allow you to test which version is performing better.
Future prospects like to respond to offers, talk to you and other different activities. So, include choices with your direct mailings. Another resource used by businesses now is social media, Twitter or Facebook, for customer service. So you can have options of email, a phone number of a social media site connection. When people see how integrated you are with the net and the choices you give them, they will feel more in control. Giving consumers more control will be a huge advantage for you. Jumping into direct mail campaigns will take your business to the next level. Yes, having your own internet business is no laughing matter. But, remember that owning a direct mail marketing company might not get you the same happy outcome. You can’t do it for essentially free like you can get started on the net. There is more of a risk and problems arise when mistakes happen. But the rewards can be huge if you are committed to being successful.