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Mastering The Art of Direct Mail Marketing

Direct mail marketing and the art of attracting your audience.

While social media and SEO dominate the marketplace for techniques to build your brand, don’t neglect or abandon your offline audience who still pine for paper!  A personalized postcard full of (tangible) money-saving coupons is still one of the most effective ways to brand.  So what factors are most important when planning and executing a direct mail marketing campaign?

The receiver makes a decision within three seconds whether to keep or toss your communication during the initial skim of their mail. 
Investing in a quality design and engaging copy with a clear call-to-action is the only way to make the first cut.  A direct mail marketing piece often provides the first impression of a brand; make it count!

Choosing the right method to mail can mean big savings when it comes to postage.
While Every Door Direct Mail (EDDM) is designed to provide a reduced postage rate for local, route-specific mailings, if you are using an existing database bulk rates can vary greatly depending on the post office location and pre-sort processing.  If you are not familiar with USPS mailing regulations, hire an experienced direct mail expert to secure the lowest postal rates and save you the reprint costs of an incorrect mailing size, weight or indicia.

Building a qualified database of targeted leads is key.
See our previous post on how to Optimize Your Audience for more tips to make the most of your advertising efforts with an effective list.

Don’t forget about catering to your digital audience!
By providing an e-mail and web address, or including a QR code to send smartphone users to your website, all will provide easy access to more information about your products or services.

Achieving desirable response rates does not happen overnight with the purchase of the “perfect” list or design; only through long-term testing and gauging of results do direct mail campaigns truly reach their full potential.  Stay tuned for more tips on how to build brand awareness through print media and direct mail marketing!

About the Author

Jason McSweeney

Jason is the founder, Marketing Mastermind and lead content creator here at dream ink. His number one goal is helping businesses build their brand with creative, effective and memorable advertising.

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