Direct mail tips

Combination marketing. Using an additional marketing technique with your direct mail campaign can result in increased response. You can simply follow-up a direct mail with an e-mail or phone call to gauge interest and take any questions about your product or service. Avoid direct faxing: it’s not only ineffective, it’s illegal.

Self-addressing. For smaller mailings, consider addressing by hand. It is more personalized and could help generate better response rates, but will take you longer to complete. You can still use a direct mail vendor for presorting and delivery.

P.S. — it works. Postscripts are a tried and true method in direct mail copy. Research shows that people who open direct mail scan the message for the opening sentence and the P.S. You could also consider a “Johnson box” – a one-sentence summary of your offer that features a way for customers to contact you.

Environmentally friendly mailings. If a vendor specializes in using recycled materials, use it to your advantage when doing a direct mail. Not only will you save money on raw materials, you can let customers know that you used recycled stationary. You can also suggest they “recycle this mailing when done.”

Recognizable file formats. If you are creating your own design work for your direct mail, ask the vendor which file formats they use. It will help avoid delays and allow the vendor to get started with your mailing immediately.

New dimensions. If unusually sized mailings are your preference, ask potential vendors about their capabilities before making any decisions. Most vendors can do dimensional mailings, but the processing will likely cost more since they can’t run awkward shaped items through their machines.

People love freebies. Concerned about the stigma of junk mail? Most customers will look past an unsolicited mail piece if they are getting something for free. The freebie can be something concrete like a pen or refrigerator magnet, or a helpful list of tips for their business or personal life. Find out more about promotional products.