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If you are in the business for quite some time now, direct mail may be something that you have already utilized with your custom flyers. Whether you are a small business owner or a Fortune 500 lister, this marketing strategy may have been part of your advertising campaign one way or another.

Direct mail is a marketing campaign that is very popular because of one thing – it reaches out to as many of your target clients in a short period of time. Your flyer printing for example, can be mailed directly to your target clients’ addresses on its own or with accompanying marketing collaterals such as your brochure printing or custom postcards. The bottom line is that when you do direct mailing, you send your collaterals such as your flyer printing ‘directly’ to your target clients, usually by post.

Here are some of the things you should know about direct mailing:

Application
Direct mail is often used to generate a direct response from your recipients. The main purpose is to encourage your target audience to act and make a decision based on your message. Hopefully, that decision is according to your call. It is either they give you a call or visit your shop. But nowadays, your call-to-action is often a request for your target clients to visit your website to know more of your products and services.

The key in your direct mail is to draw your recipients to your offer and have them respond positively to your message. Hence, your collateral such as your custom flyers, should have a reply section, complete contact information and even a reply address so your clients can connect with you right away.

Building Blocks
There are 4 elements of direct mailing that you should consider.

1- The mailing list - This is where you will find the names and addresses of your target market, which is used as your database. Either you create the list or it may be a shared list that came from another source.

2- The marketing collateral – The most commonly used collateral for direct mail are postcards and custom flyers. When you direct mail them, your collaterals are often posted as well as the envelope or packaging that holds them.

3- The facility – When applicable, the facility is where you put the address or labels your flyer printing collateral, inserts them in envelopes or other packaging, and finally sends them out for posting.

4- The postal charges – This is the cost when you mail your collaterals. It is based on the size, shape and weight of your direct mail items.

Call-to-action
Depending on your message, your response rate to your call-to-action will be either overwhelmingly positive or insignificant. Your direct mail collateral is only as effective as your offer. Your database then should be regularly updated as well as the offer you are making to your prospects. Even with a great product, your marketing collateral can only be effective if the information and offer you made is relevant and will fit in your recipient’s needs and wants.

The point to your direct mail is this: it may not be an exact science. It does not also guarantee you instant success. But when you have an effective direct mail campaign for your business, you are assured of sending your message to as many clients as possible when you do it right.

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