PGP Tip: How To Use Direct Mail To Grow Sales

PGP Tip: How To Use Direct Mail To Grow Sales

Regardless of the changes in technology, experts agree that traditional direct mail and e-mail work best when used together to grow sales. Both have their place in a marketer’s tool kit, neither cancels the need for the other, and the two may even work symbiotically, as when a post card is sent offering a premium if the recipient provides an e-mail address.

Some audiences prefer traditional direct mail

While we acknowledge the growing importance of web-based communication to reach customers and prospects, computers and mobile wireless devices like smartphones cannot by themselves reach everyone in a business’s or organization’s target market. That could change as the use of mobile wireless devices spreads (which is happening rapidly) but until that time, traditional direct mail still has valuable place as a marketing tool.

Traditional direct mail is a good choice for some audiences (such as an older demographic whose adoption of web-based communications may be lagging younger audiences) and for anyone who clearly states a preference for direct mail.

Traditional direct mail is also a good choice for businesses and organizations whose target audience is local. Sustaining member campaigns, fundraisers and financial support appeals by community-based non profits are a good example where outreach by traditional direct mail to the homes of donors is likely to outperform web-based appeal.

Successful direct mail in 3 easy steps

To conduct a successful direct mail marketing campaign, you’ll need three things:

1. A mailing list
2. A mail piece and
3. A message that is of interest to your target audience.

We’re making it sound simple because we do it every day and to us, it is!

Notice that we said a successful direct mail marketing campaign. If you measure success as the response rate, then greater success comes from a series of mailings rather than a one-time drop.

The ideal number of mailings in a campaign is ten or more mailed close enough together to build recognition in the mind of the recipient. Studies show that the cumulative response spikes after three mailings, then reaches a point of diminishing return until the seventh mailing, then spikes again. Based on this fact, the response rate will be greater if you mail seven times to the same list rather than one time to a larger list. Said another way, if you budget allows for mailing 5000 pieces, mail 10 times to 500 prospects rather than one time to 5000 recipients.

At PaperGraphics we can teach you how to make your next mailing a breeze through our ManagedMarketing™ program where we can handle it all for you from concept to completion. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391 or reply to this message to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.