What is Direct Mail?
Direct mail is another name for unsolicited advertisements (such as postcards, brochures, catalogs, etc.) sent to a targeted audience.
If you have 60 seconds or so, here's a broad-strokes introduction to managing a direct mail campaign.
Scrub it. Build a list from your subscriber base, or rent a list from a broker. List hygiene is important, so scrub it!
Personalize it. “Current Resident” doesn't build a connection with the recipient!
Design it. Consider both USPS regulations and marketing design aspects, in your piece design.
Code it. Track your mail piece so you can analyze results.
Run it. Be sure to roll out your campaign in stages if appropriate, so you are not overwhelmed by responses.
Fulfill it. Be ready to handle all customer inquiries in advance of your launch.
Study it. Learn what you did right and wrong. Scrub your list again, then rinse and repeat!
For a more in-depth look at managing direct mail campaigns, check out our Direct Mail page.
Direct mail is a steady, dependable tool to have in most any marketer's toolbox. Or it's a sharp arrow for your quiver - pick your analogy, it doesn't matter ... direct mail works. It's a good idea to understand the basics of a campaign before you jump in, or seek out a mailing services partner like Midwest Direct. Contact us today to get started with your next direct mail campaign.
