Direct Mail Campaigns

With Star Digital Print’s mailing services, it takes almost no effort on your part to launch fast, accurate, and effective direct mail campaigns. You will need three things:

A focused address list of your customers or prospects

(40 percent of the piece’s impact comes from sending it to the right list)

A product or service with a reasonably great offer

(40 percent comes from the value of the offer)

A well-designed mail piece

(20 percent comes from the design or writing)

Address Lists

There is most likely a generous amount of “gold” in your current customer list. For lead generation, you can purchase a list from Star Digital Print that is tailored to the geographic and demographic focus of your campaign. There are many resource combinations for consumer and business lists. See Mailing Lists.

A Great Offer

This is a vital part of the successful Direct Mail Campaign. The offer needs to be strong and directed to the demographic profile you have identified in your address list.

Some things to start your thinking:

1

List all the benefits to your client/customer that you can think of, about the product or service. Select the three that are the most value to your client/customer. If possible, come up with a significant problem that these three benefits will solve.

2

Incorporate those benefits into an offer that answers applicable Who, What, Where, When, How, and Why questions. Make it as clear and understandable as possible and refine your words to match your audience.

3

Avoid industry jargon and technical terms. Don’t exaggerate your company, product, or service. Use the same conversational language you would use if you were talking to a friend. Feel free to use contractions like “don’t”, “isn’t”, and “it’s”: this is the way we talk, and this is the way your offer should sound. Tell the truth, no “fine print”. Consider keeping humor to a minimum or eliminating it altogether; you never know the mood of the recipient at the moment they are reading your offer.

4

Improve their comfort level (reduce anxiety and increase trust) by giving them a way out after the purchase. Examples are: try-before-you-buy, free sample, or money back guarantee.

5

See if this works for your offer:

  1. Create the heading (in eight words, or fewer if you can) that communicates what you are about to tell them,
  2. and then in the body, tell them,
  3. and then the last line should summarize what you told them.
6

Then add urgency within a good call-to-action.

  1. Call-to-action examples are: direct the recipient to your website, mail in the business reply card, and/or call your toll-free number.
  2. Urgency examples are: incorporate appropriate deadlines, offer “while-supplies-last”, “early-bird” savings, and/or a suitable bonus for quick response.
7

Throughout your writing, use boxes, sub-headings, bold type, bullets, etc. Your reader will give you a few seconds while they decide whether it’s worth reading, so make it interesting.

8

See if you can shorten the text, without loosing the punch. There are usually extra words that just get in the way. For example: when you say something like “I believe the equipment is built to last.”, just say “The equipment is built to last.”, when you say “So, the result is fantastic”, just say “The result is fantastic”. And you can take out the word “just”, where it was twice used in the last sentence!

A Well-Designed Mail Piece

Last, but not unimportant, is the graphic design. The sole purpose of the graphic design is to get action. You want the reader to respond. So, the primary goal is not necessarily to inform, but to get action.

If you have the budget, you can include in the mailing, brochures and other informational pieces, but generally the economical method includes a direct mail piece designed only to get folks to “raise their hand”. Then you can send packets of information to those that will actually read it.

Use pictures, charts, and illustrations to create visual appeal.

Popular Direct Mail Formats


Letter Mailing

This consists of an outer envelope, letter, flyer, and reply card/envelope.

Self-Mailer

A self-mailer is a large sheet of paper that is folded down, tabbed, and mailed. It is more economical and usually quicker to produce. It can include all the same information as a letter mailing. Company newsletters often use this format.

Postcard Mailing

Postcards are the most economical and they have this one unique quality: they don’t have to be opened to read them. This attribute makes it the format of choice for impatient readers. Inexpensive postcards also give you the opportunity to send cards at regular intervals, while staying within budget, to remind readers of your product or service.

Checklist for Mailers

(from the USPS.com website)
1
Decide on a class of mail
2
Create your mail piece
3
Get an address list
4
Check the accuracy of your address list
5
Address your mail
6
Choose a postage payment method
7
Get a mailing permit
8
Pay an annual mailing fee
9
Get supplies
10a
Prepare the containers
10b
Fill out postage statement
10c
Go to the Post Office
Of the 10 steps above, Star Digital Print can assist you with Steps 1-3, and we will completely do for you, Steps 4-10.
Have questions? Call 402 810-7827 or 866 365-1829 and we’ll gladly assist you.

About

Star Digital Print
5609 S. 49th Street
Lincoln, Nebraska, 68516

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