Direct marketing is the distribution of information, products or services through any advertising medium that requires the individual to respond directly to the advertiser. Direct mail is a method of advertising a product or service using letters, cards or leaflets sent through the post, or via fax or email, and personally addressed to a selected list of individuals or organizations.
This checklist provides guidance for those who wish to undertake a direct mail advertising campaign.
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A standard direct mail package includes an envelope, a letter, a brochure, and a response device. A variation on the classic format is the multi-mailera package with a number of flyers each selling a different product. Another popular format is the self-mailer, or any piece that is mailed without an outer envelope.
Responses / Pieces Sent = Response Rate. Number of Orders / Responses = Conversion Rate. Campaign Cost / Number of Orders = CPA. Revenue / Number of Orders = Avg. Order Size. Avg. Order Size CPA = Revenue per Order. (Revenue Campaign Cost) / Campaign Cost = ROI.
Most businesses have learned that a targeted recipient list, a compelling offer, a call to action and the right timing are all essential parts of a successful direct mail campaign. Yet all these important elements depend on one critical factor - having solid addresses on your list.
Use Every Door Direct Mail® (EDDMA®) services to promote your small business in your local community. If you're having a sale, opening a new location, or offering coupons, EDDM can help you send postcards, menus, and flyers to the right customers.
Develop a mailing list. Create a mailing piece. Code your response vehicle. Test the campaign. Run the campaign. Handle customer responses. Analyze the results of the campaign.
The ultimate goal of direct mailing is to encourage the recipient to purchase a product or service. But to arrive at this goal, marketers need to define the key driver of each mailpiece.
Direct mail marketing is any physical correspondence you send to customers in the hopes of getting them to patronize your business. All that your direct mailers need to have is something identifying you or your business, a call to action (CTA), and a way for your customers to contact you. The rest is up to you.
How Much Does Direct Mail Advertising Cost Per Piece? At the end of the day, most marketers will end up spending between $. 50 and $3.00 per piece on a direct mail campaign.
The first 3, and most critical, elements are the list, the offer and the copy. The additional 2 elements, of secondary importance, are layout and timing.
