Many of our customers say, “We’ve tried direct mail business and it didn’t function.” This experience leaves us asking, “Why do some programs not work as well as expected, while others succeed beyond a company’s wildest dreams?” Taking into consideration the Direct Marketing Association (DMA), direct mail may pull in answers rates as high as 15% or as low as 0.03%. With such a large gap, it is easy to understand why a lot of companies have lost their trust in this rather popular marketing practice.

Over the years we’ve learned how well a direct mail program functions depending on the chemistry of three parts- format, suggestion, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in. But before you may pull these three elements into the most effective program possible, you have to first define:

The goal of the direct mail piece (For example, is your aim lead generation or direct-to-order?)

The up-to-date relationship you have with the list. Is it a cold list or has qualification already happened? (For example, have they already visited a seminar or webinar of yours or downloaded something from your website?)

Then stick to this recommendation as you design your direct mail business program:

FORMAT. Direct mail comes in a huge choice of formats-the postcard, the business letter, or the 2-D or 3-D package to name just a few. The truth is, all three of these formats pull about the same percentage of responses, when employed correctly. The magic then is to choose the format most suited to achieve your goal and specific audience.

OFFER. The suggestion is a vital aspect to a successful direct mail strains. From our experience, the strongest direct mail service is one aimed at driving traffic to a website or retail location for the next qualification and/or selling (qualification if the contact is still cold and selling if it’s a contact where qualification has already occurred through a previous marketing step). This offer can be anything from a free of charge product demonstration, an online ROI calculator, an article download from the website, or just retrieving more product information.

LIST. The list is possibly the single most important element to an efficient direct mail strain. If you have the best format and suggestion but send out cards to the incorrect list, you will still have nothing. And, even if you are ensured you have sent it to the right list, if that list has not yet been qualified you will waste a lot of money. Even a house list may get quickly out of date. Make a qualifying call down of any list you plan to mail to and make sure the list is still a) accurate and b) qualified to obtain your offer. Keep the call short (3-4 qualifying questions at the most). Just after you’ve connected with and qualified the prospect should you place them in your direct mail engine. This will economize marketing precious dollars and sales precious time, while ultimately making the entire campaign more efficient.

Direct mail will always be one of the most irresistible ways to prospect, and when done strategically, pulls high open rates and makes marvelous leads. Create relevant and cost-effective selections, tool with a frequency of at least three impressions, be sure to follow-up on every prospect you get to take an action and watch those leads pour in!

 Rob Fleming is a Freelance writer with over 10 years experience in Developing unique website content, Website Marketing, and SEO techniques. He has authored hundreds of powerful articles on building site authority and driving traffic to websites.

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