Still thinking "outside the box"?
Consider the following:

Over 50% of Americans read the daily newspaper
Over 90% have a television set
Over 95% have a telephone

100% Have a Mailbox!

• Direct Mail is a 60.7 Billion Dollar Industry in the United States Alone!

• Direct Mail Marketing Sales related to the Direct Mail Medium surpassed 1.7 trillion dollars in sales over ten years ago and has not stop growing since!

• Direct Mail is a tangible marketing technique in which the seller sends concise and relevant marketing messages directly to the buyer with precise timing. Unlike other forms of marketing communications such as TV, Newsprint, or Radio; with Direct Mail you don't have another medium carrying your product to a mass appeal audience. Direct Mail gives you total control over your message and over who sees your message.

• The Mail Box is the only place to reach your customers where they reach for you. Direct Mail provides a unique opportunity to connect one on one with your customers over and over. This ongoing relationship lets you deliver your message and your brand to make a lasting impact. Simply put, Direct Mail produces results. Is Direct Mail an integral part of your marketing mix?

Uses for Direct Mail

• In addition to the simple goal of creating sales by offering products through the mail, direct mail is a tactic used for other marketing goals.

• Expose your product to a larger geographic market. You might also use direct mail sales results as a way to test new markets for store locations.

• Obtain qualified leads for follow up. If your product or service is expensive, direct mail may be a cost-effective way to gather qualified prospects.

• Prepare prospects for telephone follow-up. Direct mail may introduce a prospect to your product and service, helping to make that "cold" sales call a little warmer.

Mailing Lists Are Critical

Direct mail experts agree–your sales success with direct mail is directly related to the quality of your mailing list. The best product, the best offer and the most cleverly-written copy will be wasted if your direct mail is sent to the wrong people.

Tips on Developing Your Direct Mail Piece

Focus on customer benefits and do it right away–in the lead. The first sentence (the lead) in a direct mail letter should be about benefits. So, if your prospect only reads enough of the "offer" to determine whether to keep reading or to toss it, he or she should already be offered the benefits of your product or service.

An example of focusing on customer benefits: "Put a smile on her face that only flowers can bring. Call Pennington's to place your Mother's Day order before May 7, and we'll give you an extra 10 percent off."

An example of not focusing on customer benefits: "Pennington's Floral Shoppe has received many awards for its floral designs. Let us create an award-winning design for you."

Keep the offer simple, easy to understand and persuasive.

Include a "call to action."

Ask the customer to "call today."

Include a postage-paid reply card.

Make the offer for a limited time to encourage prospects to act.

Make it easy to respond or place an order. Include order forms if appropriate for your product. Include:

Toll-free phone number (24-hour ordering if possible)
Fax numbers
Email addresses
Payment options such as:
Credit cards
Payment plans for big ticket items, etc.

Use a personal and friendly writing style.

Mail is a one-to-one communication; make it sound that way.

Create different direct mail pieces to address different audiences–even when you're offering the same product. Your product or service may have a different benefit for the 35-year-old mother of two small children than it does to a single man of 25. So, create multiple forms of the same offer for those different audiences.

Consider making your mailing "3D" by including an object in the envelope that will peak the recipient's curiosity.

Success Measurements

What's the measure of success for direct mail? Many business owners look at the number of sales made compared to the number of items mailed. Many direct mail experts tell clients to expect between .05 percent and one percent response or sales rate. So, a one percent sales rate on 1,000 direct mail pieces equals 10 responses or sales. If your cost to prepare and mail 1,000 pieces exceeds the profits you'd realize from 10 sales, go to another plan. But, don't fall into the trap of simply increasing the number of items mailed to increase your sales rate. Remember, the quality of your list is paramount.

Direct Mail Advantages

• Allows you to target your message to a very specific audience. Pick one street of houses or all
residents of a city.

• Target college freshmen or just college freshmen at one college who own a car. Mail to all your customers or just to those who spend an average of $25 per visit to your store. The possibilities are as endless as your mailing list's accuracy allows.

• This is a relatively expensive medium. However, if you are able to focus on only high-probability purchasers, cost effectiveness can be Great.

• Direct mail messages can be personalized to add reader appeal.

• You can evaluate its effectiveness. If you compare the number of responses to the number of pieces mailed, you can calculate the response rate. If you include coded coupons or response cards you can keep track of exactly who responded and from where.

• Mail readers are actively involved. People read their mail when they choose. So, for at least a second or two, your message will have their undivided attention while they open and scan it.