Direct Mail Advertising Tips
 No advertiser wants to think that the majority of the direct mail they send out will end up in the trash can but, for most campaigns, that is exactly what will happen. There are several reasons for that, and fortunately, most of them are avoidable.
Compared to other forms of advertising, the cost of using direct mail advertising can be significant.
When you consider the cost of materials, the printing costs, the cost of obtaining a quality mailing list, and the postage involved, it is easy to spend a considerable amount of money on a sizable campaign. You want to make sure you take the steps necessary to avoid having that money thrown away.
Avoid "Junk Mail" Status
One of the biggest challenges for direct mail advertising is to get the people that receive your mailing to actually look at what you are sending them. Some people classify every unsolicited mail as "junk mail," and they automatically toss those pieces into the trash. To overcome that, you need to make sure your message catches their attention.
Paper
The first step in catching your customer's attention is to use a higher quality paper. Even using postcard type mailings work better than direct mail printed on cheap paper. You want to put something into the customer's hands that feels like it is something worth while. If your message isn't important enough to use quality paper, then why should the recipient care what you say?
Color
A splash of color will catch your customer's eye. Even a little bit of color in your advertising piece is better than just black print on a white page. You need to generate interest, and using color will accomplish that.
Creativity
Dare to be different. Use different shapes, or 3-D pieces in your mailings. If you are selling gourmet cookies, send a direct mail advertising piece in the shape of a cookie. You will pay more in creating the piece and for the postage, but your response rate may well be considerably higher.
The Mailing List
The biggest key to a successful direct mail campaign is using a high quality mailing list. You can rent a mailing list that you can target to the demographics you are trying to reach.
One suggestion is to get smaller lists from a couple of providers, then test to see which list gives you the best results. That way you are not wasting money on lower quality lists. All you need to do is print a tracking code somewhere on the return card so you will know which list it came from.
What to Include
In order to see higher results from your campaign, there are a few things you need to make sure are included. These things will increase the return rate on your direct mail campaign.
- Contact Information
- Clear Call to Action
- Return Card or a Pre-Addressed Envelope
 If at all possible, you should try to integrate your direct mail campaign with your website. Go for consistent color themes and branding so your customers will see the connection between the two.
A well composed direct mail campaign is a great way to reach customers that don't ordinarily spend much time online. With some planning and creativity, your campaign can be highly successful.
For more tips on getting the most from your direct mail advertising, check out:
http://www.dynamicgraphics.com/dgm/Article/28737.
Points To Keep In Mind…
- Higher quality paper gives the impression that the message is more important.
- Using creative shapes will help catch the reader's attention.
- Some mailing lists will give better results than others.
- All of your advertising should include a clear call to action.
- Using color will call attention to your mailing.
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