Direct Mail – For Small Businesses on 31 maja, 2002

We hear a lot of talk about junk mail nowadays. Many people
will tell you that they dump it straight in the trash. But
why do you think so many organisations send out so called
junk mail – because it works!

I dump most of my junk mail just like everyone else, but
every so often I’m attracted and respond to something that
comes through the mail.
Whatever it is, grabs my interest just at the right time.
Sometimes it’s a mailing I’ve seen several times and I’ve
been slightly interested; however, there comes a time when I
decide to do something about it.

Research has shown that, on average, people need to see an
advertisement seven times before they respond – it’s the
same with direct mail.

I’m not looking for a new credit card at present; however
there are thousands of people who are. These people will
respond to a credit card company mailing because they want a
new card with a better interest rate or because their other
card is at its limit or they want to transfer a balance.

It has to be said that the average response rate for direct
mailing is less than 1% and as you’ll appreciate, the large
organisations send out millions of direct mailers.
Small to medium sized businesses can have success with
direct mailing by keeping it small, focussed and personal.

Target the right people – You need to have a good mailing
list. The best one you can have is the one you’ve built
yourself. You build it with all the contacts you make from
your networking and all the enquiry phone calls you receive.
(If anyone contacts your business you need to capture all
their relevant information. Tell them you’ll add them to
your mailing list so that they’ll receive all the up to date

Buy or rent a mailing list – There are many reputable
suppliers (and some not so reputable) who’ll supply you with
a closely targeted list. If you wanted the names of
Transport Managers in the food industry in your city – then
they can provide it. For consumers, they can supply details
of people by zip or postal code, age group, gender, special
interests etc.
You could probably get the details of female accountants
under thirty, interested in fishing and living in a specific
area of your city or country. (Not sure why you’d want that,
but I’m sure you get the point)

The product or service has to be appealing – It has to have
benefits or problem solving abilities for the person you’re

It must be clear – easy to understand and be believable

There must be a call to action – There are three things that
someone will do with a piece of direct mail – 1. Scan it and
throw it in the trash 2. Put it aside to make a decision
later. (However later never comes or when it does, most mail
will hit the trash) 3. Take action – Phone the free number
or tear off the pre-paid reply coupon or complete the order

It’s vitally important that your mailing prompts action

Discover how you can generate more business without having
to cold call!
Alan Fairweather is the author of “How to get More Sales
without Selling” This book is packed with practical things
that you can do to – get customers to come to you .
Click here now

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