Blog

The 10 Commandments of Direct-Mail Marketing

by Guest  ||   No Comments

Guest post by: Brian Morris

Want to be better with direct-mail marketing and achieve the kind of return on investment that competitors will envy? Religiously adhere to the following 10 commandments of direct-mail marketing.

1. Thou shalt target.

Your message should be targeted to a specific customer – your best customer – and your mailing list should include only those who fit your best customer demographics. The 40/40/20 rule of direct marketing even states that 40% of your success depends on the quality of your mailing list.

2. Thou shalt create a powerful offer.

If you want customers to respond, you need to craft a powerful, time-limited offer they can’t refuse. A substantial discount or add-on is a great way to do this. And guess what? The perceived quality of your offer is responsible for the next 40% of your success. That means 80% of your direct-mail marketing success is tied directly to your mailing list and offer. Get them right.

3. Thou shalt craft compelling copy and design.

The remaining 20% of your success relies on everything else; primarily, this is your marketing material, design and copy. Attention-getting headlines and design will motivate customers to read your direct-mail pieces. Oversized postcards and mixing up your marketing materials will help you get attention – and response. If you’re not a great writer or designer, outsource these tasks. Ultimately, the investment is minimal in comparison to the return it can generate.

4. Thou shalt test.

Test different versions of your direct mail postcards and other marketing materials on small segments of your mailing list so you can determine which will yield the best response. Once you pick your pony, you can send it to the masses. Over time, you’ll be able to send larger campaigns with predictable response rates. Continually test new ideas to see if you can beat the response for your control.

5. Thou shalt track.

Track your response rate, sale, and conversions that result from each and every direct-mail marketing campaign. Know which pieces get the best response, and know who responds. Not only will you be able to send more mailers with confidence, you’ll also be able to streamline your list to yield even greater response rates.

6. Thou shalt try something new.

It’s easy to get stagnant by relying only on what has historically worked. But if you want to grow your business, you need to also try new ideas. Test different postcards against your control. Send a catalog or sales letter instead of a postcard. Try a new offer. Don’t give up what works, of course, but augment it with new ideas and you’ll undoubtedly find other profitable ways to market your business.

7. Thou shalt brand.

All of your direct mail marketing materials need to feature your brand. Include your logo on postcards, print custom envelopes and letterhead for sales letters, and even print branded stickers to give customers a chance to display your brand. Promote your brand philosophy, and find solidarity with your customers. Effective direct-mail branding can make your company a household name, and ultimately the go-to in your industry when customers need what you sell – whether you’ve sent a mailer or not.

8. Thou shalt persevere.

Not every direct-mail campaign will succeed, especially at first. Start small and learn from your mistakes. Above all, persevere: if you test, track and tweak your direct-mail marketing campaigns, you’ll learn the nuances of how to build a successful and profitable campaign within your industry. Then, direct-mail marketing can become one of your most profitable endeavors.

9. Thou shalt solve problems.

Rather than simply try to make sales, your direct mailers should be positioned as solutions to your customers’ problems. When you can make your customers’ lives easier, they will respond.

10. Thou shalt make it easy to respond.

Speaking of response, make it easy for your customers to respond to your direct mailers. If they have to jump through hoops to take advantage of your special offer, your marketing materials will be trashed. The easier it is for customers to respond, the better the response rate – every time.

What tips would you add to these direct-mail marketing commandments? Please leave a comment – we’d love to hear your ideas.

Guest Author Brian Morris, Author of the 10 Commandments of Direct Mail Marketing

Brian Morris writes for the PsPrint Design & Printing Blog. PsPrint is an online commercial printing company. Follow PsPrint on Twitter @PsPrint.

SHARE THIS:

Share on Facebook Share on Twitter Share on Google+ Share on LinkedIn Share by Email

Leave a Reply

Latest from the blog:

2017 SEO Ranking Factors Study Reveals Interesting Findings

SEMrush (a company that develops search marketing software) has released its 2017 SEO Ranking Factors Study. Some of the findings on the importance of certain factors were a bit surprising and, even more importantly, if true, exceedingly difficult for site owners to control.

Read the Article »

What our clients have to say:

Arianne Andrusco

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"

 

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

2015-04-25T18:45:55+00:00

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"  

George Donohue

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”

 

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

2015-04-25T18:49:31+00:00

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”  

Barbara Centrella

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”

 

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

2015-04-25T18:52:18+00:00

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”  

Lee Angus

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”

 

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

2015-04-25T18:51:21+00:00

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”  

Albert Barette

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."

 

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

2015-04-25T18:46:25+00:00

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."  

Joe Biondo

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”

 

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

2015-04-25T18:48:07+00:00

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”  

Gerald Pennington

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”

 

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

2015-04-25T18:49:09+00:00

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”  

Lucien Harriot

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."

 

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

2015-04-25T18:47:19+00:00

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."  

Stephen May

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”

 

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

2015-04-25T18:50:35+00:00

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”  

Larissa Nycz Montecullo

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”

 

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

2015-04-25T18:50:56+00:00

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”  

Samuel Vinicur

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”

 

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

2015-04-25T18:48:35+00:00

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”  

Howard Levy

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”

 

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

2015-04-25T18:47:41+00:00

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”  

Adam Wolf

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”

 

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

2015-04-25T18:51:53+00:00

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”  

Terry Yoffe

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”

 

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

2015-04-25T18:49:53+00:00

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”  

Hiroto Takagi

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.

 

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

2015-04-25T18:52:52+00:00

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.  
Market It Write

Market It Write