It’s one of the most effective forms of “getting the word out”.  It has one of the highest return rates of any kind of marketing.  It can be targeted directly to your target audience in any geographic area you choose.  It can be surgically crafted to elicit a response.  And you can easily and accurately track its results.

That’s right, we’re talking about Direct Mail.  All in all, it’s a great marketing tool that can provide your business with outstanding results if it’s done right.

So, here are some tips to help make your direct mail program successful.

Choose the right format for your business.
If you own a restaurant, retail store, pet grooming salon, yard maintenance company, or something similar, you’ll generally get the best results from a postcard-style mailer.  If you’re a CPA, commercial builder, health insurance rep, financial planner, or other service provider, a letter format may be best.  Look at your specific product or service, and your target audience – then use common sense.

Always include an offer in your direct mail piece.
Something free.  Something discounted.  Something to motivate the consumer to take action.

Never use multiple offers in the same piece.
No matter how smart your consumer is, multiple offers confuse – and confusion reduces action.

Make your offer clear and concise.
Don’t make them work to understand what you’re saying.  (See number 3.)

Use words in your copy like “Free” and “Sale”.
Your purpose is to grab attention and force a response.  ‘Nuff said.

Offer a guarantee if you’re able.
Remember Richard Sears?  If you don’t, go buy a Craftsman tool from your local Sears and then return it.  You’ll get your money back – no questions asked.  That’s why Richard died a wealthy man.

Set a deadline to create a sense of urgency – and to protect your self.
Phrases like “for a limited time only” put pressure on the consumer to act before it’s too late, but adding a specific expiration date somewhere in your copy is also a good idea because it prevents someone from bringing you the direct mail piece three years from its mailing date and demanding the “deal”.  That can present you with big problems – just ask any corporate legal department.

Calculate your “breakeven response rate”.
Before you launch a direct mail program, you need to know that current research across a large cross-section of industries shows the average direct mail response rate to be 2.6%.  (The low end came in at .2%.)  So, before you jump off into the proverbial deep end, add up all the costs associated with your direct mail program – list purchase, copy, design, printing, postage, etc.  Then determine how large your response rate needs to be in order to break even.  If it’s around 2.6% or below, you’re reasonably safe if you’ve followed the guidelines for a successful direct mail program.  If it’s above 2.6%, you’re gambling against the odds.

So, if you’re considering adding something new to your marketing program, direct mail could be just what you’re looking for.  If you’ve done mailings before, try these tips for a higher response rate in the future.  It’s a great way to add breadth to your marketing and make one-on-one contact with the members of your target audience.