Direct Marketing
Does it work? Is it effective?
You may never know unless you measure the program’s effectiveness. An easy way to do this is to include a ‘call to action’ in your mailing piece. Be sure to include and highlight phrases like: Visit our Website, Email for more information, Call Us Today, Register Now for a Free Gift, etc. Then be sure to record and track your responses. Follow up with a ‘thank you’ note for each response. It’s time and effort well invested! Remember, you’re building a valuable relationship each time you make contact.
If you intend to include an advertising specialty in your direct mail package, it’s important to consider postage weight/costs and packaging. It’s not just the size or weight of the promotional product, but also how appealing you make the package. If the intended recipient doesn’t open your package, or guessed what’s inside and isn’t interested (consider the overused traditional calendar), you’ve just spent valuable dollars on postage and packaging without a ROI. Did you know that market research indicates that a red package, of any size, shape or material, is opened 85% more frequently than white or brown stock packaging? That percentage even applies to business sized #10 envelopes manufactured in red paper stock.
Package your good quality pens, small or medium-sized address book/portfolios, even inexpensive key chains, flashlights, or brass luggage tags in a colorful box or envelope, affix a colorful label with the words: “Surprise inside”, and your promotion piece is sure to get you the attention and result you’re after!
