Direct Mail Marketing: 5 Tips for Client Response

If you are chalking out a marketing plan for your business, and are planning to use direct mail marketing, then here are some useful direct mail marketing tips for you.

Any business or any organization cannot succeed to the fullest extent unless it establishes a bond of trust and goodwill with its end-users. Often there exists a retailer or a middleman between the manufacturer and the customer/end-user, which facilitates trade. However, in order to increase sales, or establish brand identity, the manufacturer or the organization always has to make an effort to reach out to its customers on a one-to-one level. This is where the concept of marketing steps in. The manufacturers come up with most innovative and convincing ways to grab the customers’ attention and attract the customers towards buying the products or services.

Marketing is all about establishing a healthy communication between the manufacturers and the end users of a particular product or service. Direct mail marketing refers to the practice of using the snail mail or conventional paper mail to communicate with the customers. Direct mail marketing allows the manufacturers to communicate with the customers on a one-on-one level however; much thought has to be put into the whole process for the effort to bear fruits.

Direct Mail Marketing Tips

Direct mail marketing can be effective only if certain rules are followed by the businessmen. If you are chalking out a marketing plan for your business, here are some of the things you should keep in mind:

1. Avoid Spam

Do not make your direct mail look spammy; make sure it gives the appearance of an authentic and credible mail. Customers rarely respond to mails that seem like Spam-mail. Do not bombard the customers with direct mail continuously, since this can seem a bit pushy. Send the mails at regular intervals so that the customers do not feel like you are trying too hard to market yourself.

2. Conduct Surveys and Research

It is always better to carry out a customer survey or research to fathom the public opinion and find out what changes or new things need to be incorporated into your marketing strategies. Create a specialized database of customer contacts with attention to individual preferences. This helps you to know what your customers

3. Personalize it

Marketing is all about making the customer feel special, since no one likes to be one of crowd. Always personalize your marketing to make the customers feel more special. Address it directly to a particular person for example To: Mr. John Smith. In case you really want to cheer the customers, send along a free gift to grab their attention and create a ‘feel-good’ factor.

4. Be Concise and Clear

Do not beat around the bush when it comes to your content - talk numbers and talk facts. Explain your offer in a brief and clear way. People like to know why you have sent the mail, without reading too much. If possible put a headline on the envelope so that the person knows what the mail is all about. Keep the content short and succinct. If there is too much of text, then break the monotony with the use of attractive graphics and pictures.

5. Encourage Response

Many a times it happens that the customers might just read your marketing message and forget about it later, unless you encourage them to take some immediate action. Two-way communication is always more effective and hence encouraging your customers to respond to you. Send along a suggestion form or membership form, which will act as an invitation for the customers to communicate with the company.

These are just a few tips to help you on your way to a successful direct marketing campaign.

By Uttara Manohar
Image by StockSource


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