| A mailing list of valued customers is probably one of | | | | Copy is the argument you write to sell your product |
| the most valuable assets your business could own. | | | | or service. To be noticed, your copy needs to be |
| The fact of the matter is that a loyal customer will | | | | made up of all the following parts: |
| typically spend 5 times more in your business than a | | | | - An attention-grabbing headline. |
| new customer. So how do you start to build a list of | | | | - A sub-headline stating your unique selling proposition. |
| loyal customers for your business? | | | | - Text that invokes desire in the reader and paints a |
| One of the most effective ways of building your | | | | picture in words of them using your product or |
| customer list is to use direct mail. It is the ideal tool | | | | service and enjoying its benefits. |
| for testing a new market; announcing a new product | | | | - Testimonials of customers that have already |
| or changes to an existing one because of the huge | | | | benefited from using your product or service. |
| numbers of people you can reach with one mailing | | | | - Have a compelling offer. |
| campaign. | | | | - Provide a clear call to action that tells the reader |
| But running a successful direct mail campaign is not as | | | | exactly what you want them to do next. |
| simple as purchasing any mailing list, writing a mail | | | | Tip 4:Grab attention with design |
| shot, and sending it. To be successful, your mailing | | | | With any direct mail campaign, the design of the |
| campaign needs careful planning. | | | | message is also important. It needs to grab a |
| These are our six tips to planning a successful direct | | | | reader’s attention while visually clarifying the |
| mail marketing campaign. | | | | written message that you are trying to put across. |
| Tip 1: Identify your “perfect” customer | | | | 1. Use one visual detail like a photo, cartoon, or |
| The first step in any direct mail campaign is to look | | | | graphic to dominate the page. |
| at your existing customer base and identify a profile | | | | 2. Never use more than two typefaces, one for |
| for your “perfect customer”. You have | | | | headings, and another for text. |
| already been successful in selling your product or | | | | 3. Include lots of white space to make a lasting |
| service to this type of person or business. If you can | | | | impact. |
| identify other customers or businesses with a similar | | | | 4. Ensure that your text is easy to read. |
| profile then it stands to reason that many of them | | | | 5. Use bullets, bold type, and underlines. Keep |
| will have a similar need that you can for fill. | | | | paragraphs short. |
| If selling to consumers you need to consider | | | | 6. Display your logo prominently and do not forget |
| characteristics like their age, income, and geography. | | | | your contact details like phone number, mail address, |
| When selling business to business, also take into | | | | web site and email. |
| consideration features like the type of business and | | | | 7. Make responding to your mailing campaign easy by |
| number of employees. | | | | including a stamped addressed postcard or fax back |
| Once you have established what your perfect | | | | form. |
| customer looks like, you can then purchase a mailing | | | | Tip 5: Test your market |
| list to match. The closer match your mailing list is to | | | | Always test your direct mail marketing on small |
| your profile, the better response rate you are likely | | | | groups changing one thing each time and measuring |
| to obtain from your direct mail campaign. | | | | the response you get back. The three basic elements |
| Tip 2: Know who you are sending to | | | | of any mailing campaign that you should test are: |
| The difference between junk mail and direct mail is | | | | 1. Your List: Keep your offer the same and compare |
| that junk mail is not wanted and goes directly into | | | | to a different mailing list. |
| the bin but direct mail is wanted and is read. Avoid | | | | 2. Your Copy: Keep your mailing list the same and |
| your direct mail marketing being seen by your | | | | change your copy. Try different headings, discounts, |
| recipients as junk mail. | | | | gifts, samples etc. |
| Always make sure that you know the name of the | | | | 3. Your Style: Try a humorous approach or a serious |
| right person to send your direct mail to and address | | | | one. Change the photos, ink or paper colours, |
| them in person. Never address your mailing campaign | | | | envelope design etc. |
| to a job title, as it will be instantly discarded. And do | | | | Tip 6: Always follow-up |
| not rely on others to pass your message on to the | | | | Always follow up on your direct mail with a phone call |
| right person – they won’t! | | | | a few days later. A single conversation can improve |
| Tip 3: Write copy with impact | | | | returns dramatically. |