According to statistics from Data & Marketing Association (illustration from FreePik.com, designed by pikisuperstar)
NOW is the time to take advantage of direct mail advertising
and start planning your next campaign!
But if you’ve never used direct mail to promote your business, you may not know where to begin.
When planning your direct mail campaign, take into consideration the timeline for execution. Direct mail campaigns usually take 6-12 weeks to plan, create and produce, plus mail delivery time. The length of the timeline is dependent on several factors:
You should spend the first 1-2 weeks on budget planning, mailing list research, developing the marketing message or offer, format selection, and identification of vendors.
Weeks 2-4 will be the development of creative concept and strategy, copywriting and design, plus approval feedback and revisions.
During weeks 4-6, you will finalize the mailing lists, personalize and print the materials, insert (if required), and other mail preparation.
The time between mailing and delivery will depend on the postage rate you are using and how far the mail has to travel. First-class is the fastest, but most expensive.
Once you have mailed your campaign, don’t forget to measure your results. You should have identified the time frame you expect your offer to be redeemed during the initial planning.
When designing your mail piece, you will have to choose a format. This will be a strategic decision based on your marketing objective, audience, offer, and budget.
While postcards are the most popular format because of their low cost and simplicity, they aren’t always appropriate. Below are some additional popular options for direct mail.
Envelope mailings are known by a variety of names: solo inserted mailings, classic mail packages, or envelope packages. They can carry as many components as needed to deliver your message and reach your marketing objectives – as long as it meets postal guidelines.
An envelope mailing may typically include:
Envelope mailings have the flexibility to include other inserts, as well, such as a product sample or a coupon. This option gives you the opportunity to tell your sales story using an assortment of components.
According to statistics from Data & Marketing Association (illustration from freepik.com, designed by stories)
Postcards, often referred to as self-mailers or flats, are the most popular and cost-effective direct mail option. Because of their popularity though, yours may arrive in a stack of other postcards. So they may not always be the best choice.
Postcards can be any size that meets the USPS mailing standards for machine processing. The size will determine the postage amount. They are usually used for simple offers and notifications because of their lower perceived value. They can be highly scannable and easy to read.
An expanded self-mailer does not use an envelope. It is a self-contained piece of mail folded so that it is envelope size, which opens to become a brochure or letter. Without the envelope, these mailers may look less personal and more like advertising, so may not be appropriate of some offers and audiences.
A catalog is a multi-page format with binding. These days, the catalog is a tool to drive traffic to stores and websites. Catalogs are expensive to produce, but their content and size give them staying power. They may be used as a buying reference for months or even years.
The multi-mailer has multiple product inserts mailed in an envelope. They can be a cost-effective way to test prices and products. Multi-mailers don’t have the same staying power as a catalog, however, because you are competing with other businesses’ inserts in the multi-mailer.
This mail piece features an interactive device to engage the mail recipient. It looks just like a standard self-mailer or postcard but has a peel-back layer that reveals a second message or additional information about your company or products.
Direct mail is a great way to create fun, exciting experiences for your prospects and customers that will help your message stand out and generate increased responses. You can take your campaign even further with some of these innovative ideas:
Direct mail marketing is alive and well – and it gets results, especially when combined with online marketing. What was once a staid print medium has evolved into a hyper-targeted marketing tool powered by digital intelligence. Thanks to the latest innovations, companies can now achieve their marketing goals from awareness through purchase and beyond.
C&B would be happy to help you out with your next direct mail campaign. Give us a call for a free quote today!
Thank you for contacting us.
We will get back to you as soon as possible!
Oops, there was an error sending your message.
Please try again later or call us at 806-374-6262.
Thank you for contacting us.
We will get back to you as soon as possible!
Oops, there was an error sending your message.
Please try again later or call us at 806-374-6262.
Thank you for contacting us.
We will get back to you as soon as possible!
Oops, there was an error sending your message.
Please try again later or call us at 806-374-6262.
Thank you for contacting us.
We will get back to you as soon as possible!
Oops, there was an error sending your message.
Please try again later or call us at 806-374-6262.
C&B Marketing is Amarillo's leading full-service marketing partner. We specialize in digital consulting, responsive web design, rebranding, graphic design, advertising, cohesive marketing plans, promotional products, signs, banners and printing. We've been in business since 1962, and we'd love to help your business reach its full potential. With a growing creative department and digital marketing team, we continue to expand our expertise, hoping to help small businesses around the panhandle reach customers and stand out from the competition.