Who Can Benefit from a Direct Mail Campaign?

Filed under: Direct Mail on October 20th, 2013

Most any type of business can benefit from a mailing campaign. Here are some examples of how a targeted mailing can promote a business, service or product.
•    Increase sales
•    Increase profits
•    Increase customers
•    Increase awareness
•    Fund raising
•    Advertise seminars or trade shows
•    Market research and analysis
•    Promote new products
•    Promote political campaigns

Remember, mailing lists can get very targeted. For example, if you are targeting households you can narrow your search by age, income, homeowner, female present, child present and many more. Business mailing lists can be broken down by sales volume, employee size, type of business(SIC Codes), phone numbers and fax numbers.

List response is often confused with list deliverability. A list could be 100% deliverable, but perhaps you did not get any responses to your offer. Automatically it is assumed that the list was “no good.” It could be that the mailing list was targeted to the wrong market. The key to making the mailing list work for you is knowing your target audience. Keep in mind that the national rate of response for direct mail is ½ to 1% and depends on many factors….attractiveness of your mail piece, cost of your product and timing of the mailing. See our step by step guide.

When should I order my mailing list? Timing is critical. Your mailing list is custom ordered – it is not sitting on a shelf waiting to be mailed. Mailing lists are available by e-mail with hours of making your purchase. Make sure you allow plenty of time to receive your list. A general rule of thumb would be to order your mailing list before ordering your printed material. If the list you have ordered has gone through an update, or a count was pulled incorrectly (this can happen) your count may have changed. A discrepancy of even 500 names may affect printing and mailing costs.

If you have dated material to mail – make sure you allow enough time for your mailing piece to be delivered. The post office has 2 working days to process your mail, BUT your mail could go to 3-4 different post offices before it is delivered. It could be 6-8 days before your piece actually reaches its destination. If you have taken your mail to the post office a week before your sale, you run the risk of it being delivered on the day of the sale or after the sale has already occurred – resulting in disastrous consequences.

Remember to plan in advance when purchasing your mailing lists and planning your direct mail campaign.

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20 Responses to “Who Can Benefit from a Direct Mail Campaign?”

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