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4 Essential Tips You Should Know Before Starting a Direct Mail Campaign

Yes, Virginia, direct mail is alive and well worldwide. Even in the ever-present online world, direct mail is still responsible for selling billions of dollars of products and services annually.

Read on for three essential tips on how to hire the best direct mail writer to get the best possible results.

1. Laser-focus on the most highly targeted list you can find. Make sure the contacts are current (no more than three months old). Determine the original source of the list and whether the contacts actually bought a product as opposed to simply asking for a product. Ask the manager of the list for continuous use, not just test use. Doing your homework before starting your campaign will pay dividends as you go along.

2. Hire a direct mail copywriter who knows the ropes of direct mail marketing. The copywriter must be familiar with the essential components of writing a powerful, response-producing letter, including the title, the body, the call to action and the postscript. The copywriter must be able to include the most important benefit in the title and create the desire for the product in the letter by proving your case with facts, based on the emotional hot buttons of your customers. A good direct mail writer knows how to create urgency, make a risk-free guarantee and give response options in addition to reinforcing the offer in the postscript.

3. Pay attention to the outer mail envelope. If your potential customers do not open your envelope, they will never learn about your valuable offer and be invited to buy. The outside of the envelope is perhaps the most important element of your package. The teaser needs to promise a discount, a free gift, and create urgency. It promises vital details inside. It’s important to note: if you make a promise on your outer envelope, be sure to deliver on that promise in your letter and offer.

4. Add an answering device for easy ordering. Your goal is to prompt the reader to respond immediately. A postage-paid business reply card or reply envelope will make responding effortless. List product benefits, offers, warranty information, and include your company name and contact information. Be sure to put a promo code on the reply card so you can easily track the campaigns that get the most responses.

A direct mail writer understands how to effectively and successfully weave all the crucial elements into a direct mail campaign. Interview at least two or three direct mail writers to find the right match. Not every combination is a good customer/vendor match. Again, doing your homework first will pay dividends throughout your campaign.

A good direct mail writer is your best friend in a direct mail campaign. Find one today and grow a good working relationship. You’ll be glad you did!

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