Marketing 101 - Using Direct Mail 


Another commonly used marketing method is direct mail. But beware. You can easily end up wasting limited marketing dollars on direct mail. Companies do it every day -- just check your in-box. If done properly, however, direct mail can be one of the most efficient, cost-effective forms of marketing available.

When putting together a direct mail piece, be sure that:

  • It creates the right impression.
  • Includes a way for the recipient to respond to you.

Also make sure your mailing list is accurate. For a direct mail piece to be successful, it must look professional, be easy to respond to and your mailing list must be accurate and up-to-date.

Whatever the nature of your direct mail piece, be it an invitation to a seminar or a letter asking a professional to use your services, make sure it includes a clear call to action. When putting together the piece, know what intended action you want your prospect to take. Don't send mailers simply to educate people about your services ask the recipients to do something; it can be as easy as completing a reply card to get more information about your firm. Then when you have sent out the piece, be sure to take the time to evaluate the number and kind of responses you received so you can determine its effectiveness as a guide for your future direct mail efforts.



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