Direct Mail Strategies

Plan Your Approach
Start out right by nailing down the big picture. Who are you trying to reach?

The first choice is usually your existing customers. Perhaps it’s potential new customers who mirror your current customers. Or maybe you want to do a test mailing to a brand new set of prospective customers. Whoever you are trying to reach, your message and offers should match what you think that target audience wants.

Plan your mailing with these simple steps:

Determine your audience.
This may be the most important aspect of building an effective direct mail campaign. Whether mailing to your customer list or to a list of prospects, Marketing in Motion can offer valuable guidance in choosing a list to match the mail piece and offers.

Find Your Audience
Picture your ideal customer. Who do you imagine responding to your offer? A great way to start is by allowing Marketing in Motion to perform an in depth market study of your existing customer list. Studying your current customers will allow us to identify new customers similar to the people who currently do business with you.

Start by asking yourself this question
What do I want my customers to do when they read this Direct Mail piece?

Make a Compelling Offer
The right incentive is hard to pass up. Your offers should be based on who you are targeting, whether it’s existing customers who you’d like to see again, potential new customers who can benefit from your products or services, or a whole new market. Your offer is the reason for your mailing. With the right incentive, you can attract attention, build interest, and compel customers to respond.

Your offer should:
• Relate to the audience.
• Appeal to your customers’ emotions.
• Create excitement.
• Foster a sense of urgency.
• Make it easy for people to take action.