Essential Direct Marketing Tips For Your Business
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Essential Direct Marketing Tips for Your Business
Direct marketing can seem daunting, but it's simpler than you think. By testing, tracking, and calculating profits, you can refine your strategy. Here are some of my top tips to enhance your direct marketing efforts.
Know Your Numbers
Before anything else, determine how much income and how many units you need to break even. Focus on profit first, with percentages as a secondary concern. For example, even if your response rate is 0.5%, profitability is what truly matters.
Key Coding and Testing
Implement key codes for all elements of your campaign. This helps track success and pinpoint areas for improvement in copy, design, offers, pricing, and mailing times. Use this data to refine your direct mail campaigns.
Be a Smart List Buyer
Lists are usually for one-time use, as they belong to the original owner. Once a prospect responds, they become yours. Flexibility is key. List owners often require a sample of your offer, so provide a rough draft ahead of time.
Consider timing when dealing with lists; delivery can range from 24 hours to several weeks. Most companies have a minimum order of 5,000 names and require prepayment. Keep these factors in mind when working with list brokers.
Build Your Own Mailing List
Cultivate a list using customers, trade show leads, and inquiries. Focus on understanding your audience's needs. Email lists, direct mail lists, and telemarketing lists each have unique qualities. Explore various sources, including associations and subscriptions, to find names.
Determine List Pricing and Format
Direct mail lists are usually priced per thousand (M). Check how lists are supplied?"whether via CD, email, or on label stock?"as this affects campaign timing.
Optimize Your Mailpiece
To increase the chances of your mail being opened, use a live stamp. It may cost more, but it distinguishes your envelope from junk mail. Consider adding a short teaser to entice recipients to open the letter.
Use Color Effectively
Incorporate color strategically to emphasize important points, such as using a blue signature for impact. Ensure the colors are used sparingly for maximum effect.
Provide Comprehensive Information
Include detailed information about the features, functions, and benefits of your offer in the mail piece. The more informative, the better.
Craft Effective Emails
For email campaigns, be concise and direct. Use the subject line as a teaser and include a link to your homepage for more information.
Hire Professionals
Work with experienced list brokers or companies to avoid scams and ensure a successful campaign. The right partner can provide valuable insights and save time.
By applying these direct marketing tips, you can improve your direct response campaigns. They’ve worked for me, and I’m confident they’ll benefit your business too.
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