Direct Mail Advice Guide

Direct Mail Advice Guide – An introduction to the basics Direct mail is a form of advertising which, when done correctly, is a highly cost effective way of gaining new business or servicing the customers that you already have. This direct mail advice guide explains the basics of direct mail. Direct mail has many applications. Use it as a selling tool, to find and convert sales prospects, to distribute price lists, samples or newsletters and to encourage repeat business from existing customers. It is easy to measure the effectiveness of direct mail and many very highly successful businesses have been built upon it. At its best, direct mail is a highly targeted mailing piece, posted only to the correct address of people who are receptive to buying your product or service. If however, your offer is sent to the wrong group of people, or to an incomplete or incorrect address, it is then just junk mail. A waste of your time and advertising budget. The best direct mail should be welcomed by the recipient. What is junk mail? An example of junk mail would be if a company sent a nicely produced, glossy leaflet on their range of UPVC conservatories – to someone who lives in a multi-story flat! Your mailing is only as good as the address that it is sent to, so make sure that you use a good mailing list. If you send a fishing tackle brochure to a keen fisherman, he will be delighted to receive it. If you send the same brochure to a fishing enthusiast, it will go straight in the bin. Identify...

Writing a Successful Direct Mail Sales Letter

Useful advice on writing a powerful and successful direct mail sales letter Your successful direct mail sales letter is your salesman (or saleswoman). Just as you would not send a scruffy and badly informed sales person to see a valuable prospect, make sure that your direct mail sales letter presents an image that you would be proud of. The following direct mail advice can help make your mailing a success. Please remember that a successful direct mail sales letter is (or should appear to be) a very personal item. Although you may well be very aware that you are sending many thousands of letters, the recipient should feel that you have written just to them. Every mailer or letter should be personalised as much as possible, with their name and perhaps job title. Remember, a letter, or at least an envelope, that is not personalised is just a leaflet. Everything about your letter should make them feel that you are interested just in them. Ideally, you should appear to care about them, about their wishes, their likes and dislikes and their value to your company. Write a short and to the point letter. You have to gain your prospect’s attention immediately. Don’t waffle and ramble on about your company and how much you love it. Use a headline stating the facts that apply to your propect and what is in it for them. They really don’t care about you! Put your best offer first – in the headline. Use the word “You”. Try not to use “we”, “our” or “us”. Remember, they only care about themselves, not you or...

Direct Mail Advice – Printed Postage Impressions

Advice on using Royal Mail Printed Postage Impressions (PPIs) for Direct Mail This page will tell you all you need to know about using Printed Postage Impressions (PPIs). Before you go through the process of opening an account, changing your internal systems, passing accreditations etc, why not challenge us to cut the cost of your mailing activity whilst handling the print, personalisation, fulfilment, mailsorting and despatch? We can often print, personalise enclose and post your mail, at lower cost than you currently pay for franking or stamps.┬áPlease feel free to contact us for a quote. Why not challenge us to cut the cost of your direct mail activity?   Using a Royal Mail Printed Postage Impression (PPI) for Direct Mail and Business Mail. All letters or packages delivered by Royal Mail must have an indication that the postage has been paid. Individual letters or packages posted in small quantities will have a postage stamp or a franking label attached. For larger volumes, however, a Printed Postage Impression is printed onto the outer envelope to indicate that postage has been paid. The PPI has two functions. To show that postage has been paid on the mail. To identify which postal account the mail has been posted through. The PPI usually appears in the top right hand corner of the envelope. You will notice that there is a PPI on most pieces of mail which come through your door. Have a look at the envelope your next bank statement comes in. PPIs have two main advantages over stamps or franking. Printed Postage Impressions are much more efficient (and cheaper) to apply...

Advice on using Business Reply Cards and other Reply Elements in Direct Mail

Business Reply Cards and Business Reply Slips are known as Reply Elements A business reply element is a very important part of your mailing. To be effective, your mailing must include a call to action at the end of it and the business reply element is the means of reply. The reply element may be a business reply paid envelope, a pre-paid business reply card or a printed and personalised order form. It may even be a request for your prospect to make a simple telephone call. For example, “Ring me today on 01234-56789 with your credit card details and we’ll despatch your gift same day” If you do need your responder to telephone you, don’t rely on them finding the number on your letterhead or sales literature. Always make it easy for them by putting the whole telephone number (including the dialing code) in your call to action here is ours. Business Reply Cards are better than a telephone call If at all possible, avoid the telephone call route. Use a printed reply element instead. People much prefer to pop something in the post than to use the telephone. Many older consumers still totally avoid the telephone if they can. Include your web site address and e-mail address if you have one (and if you have not got a web site and e-mail address, get one now). All reply elements are useful, but the advantage of a written response from a business reply card or in a business reply envelope is that your respondent will happily give their full address – critical for your mailing list. Please fill...

Saving money on direct mail

Advice on saving money on direct mail mailshots by careful planning A pound saved is a pound earned. Very few mailings or mailshots make such a vast amount of money that the cost of the mailing is unimportant. Every penny spent on a direct mail campaign should be carefully planned for maximum effect. Direct mail mailshots, if handled carefully, is an extremely efficient form of marketing. Saving money on direct mail is critical to your success. Most people who send successful mailings have remembered the following points. Save money on direct mail mailshots by: Careful targeting. It is critical that your mailing lands on the right doormat. Your job is to minimise the number of mailings that go straight in the bin. Your mailing should only go to people who will be potentially interested in your product or service. If you are offering credit cards or loans, that may be almost anyone. If you sell cake decorating supplies, very few men (or younger women) would be interested in your products. So do not mail to them. You can target even closer. Readers of a magazine called “Sugarcraft” would almost all be interested in your products. The secret of careful targeting is in using the right mailing list. Use the correct method of posting. Mailings of 4000 or over (1000 for larger packets) can utilise the Mailsort 700 service. With clean data, postage discounts of up to 27% are available. You need to talk to a professional mailing house such as Data Consultants about this. Their charges to clean and Mailsort your list will always be less than the savings...
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