Direct Mail Best Practices

Keys to Direct Mail Execution

Target list Quality – How many fit your ideal customer profile?
Target list disposition – Are they already having their needs fulfilled? Are they looking for someone who can fulfill their needs more effectively and efficiently?
Appeal of Offer
Messaging of the direct piece
What are your key measurements - response or purchase ?

Results Assessment

Review the respondents
- Was there anything other than what you had hoped for that triggered why they responded?
Re mail the non-respondents within the first 3 weeks of the direct mail campaign
- Attach a reminder sticker on envelope that says “Oops, You Nearly Forgot”

Follow-Up Campaigns

Run the same mailer with different variations on key headlines.
- This helps you gauge the effectiveness of your text that is meant to hook readers in.
Try variations on your mailer’s appearance. Different designs appeal to different audiences. A variation or even an improved design will go a long way in attracting a larger audience.
Run a campaign quarterly as they serve as an effective method of establishing and retaining your client relationships by showing how much you appreciate their business.