Although electronic advertising is extremely popular, direct mail campaigns still make a significant impact on customers. This week I really wanted to look at how a company can produce an effective direct mail campaign with a few simple, but crucial, guidelines. How can your company ensure that their direct mail campaign is successful? First you need to create a budget but don’t forget to take into consideration the cost of materials, shipping, and printing. Craft a clever and dependable message. The message is often the most important part of any marketing piece. Be certain that the mailing list is being sent to the appropriate customer base or the message and responses that your company is looking for will be lost. When you compile a list of contacts take into consideration factors such as demographics and location. By paying attention to the particular audience you want to reach your message will be more effective leading to higher response rates. Make sure that the content included in your direct mail campaign is clear and understandable so that those you are targeting comprehend the message. It is always important to have a call-to-action for your customers.

Once again I cannot stress the importance of having a direct mail piece that really does stand out from the rest of the clutter in the mail. Lastly, measure, measure, measure!  Measure and track the success of your campaign so that you are able to see those who are responding to your direct marketing effort.