Direct Mail Marketing is arguably one of the most cost-effective ways of presenting a specific message to a targeted market. Every type of business has specific groups of individuals or companies that would have a need for the products or the services that a business provides. Persuading those individuals or companies to use your company instead of another is the goal of Direct Mail Marketing.
In the coming months of this election year, you will notice the faces of your favorite politicians start appearing in your mailbox. They might pop up in your box once a month or every two weeks. As the year progresses, they will become a much more frequent visitor in your box reaching the apex perhaps the last week of October. These politicians and their consultants, in anticipation of the November elections are engaged not only in a Direct Mail Marketing PROJECT but a long term Direct Mail CAMPAIGN.
Familiarity with a company, a product, a person or a service is a very important end result of a Direct Mail Campaign. A one time mailer may be effective at introducing a message but actually ”knowing” your company, your product or your service requires repetitive mailings. In advertising, it is believed that the average consumer will have to view a mailer at least 2 to 3 times to fully digest, comprehend and internalize the message, hence the growing popularity of Direct Mail Campaigns versus one- time Direct Mail Projects.
An effective Direct Mail Campaign begins with identifying the main goal of the campaign. Whether it is to persuade the recipient to vote for the incumbent politician or to switch his phone service to another provider, identifying the goal of the campaign sets a starting point upon which the other components of direct mail can be built on. The components of a Direct Mail Campaign are the mailing list or your target, the offer, product or incentive, the presentation or the overall persuasiveness of the mail piece and lastly the frequency of the mail drops. Optimizing these direct mail components is the key to a successful Direct Mail Campaign.
A successful Direct Mail Campaign could be a daunting and expensive marketing endeavor, but with the right guidance, it could be made simple, straightforward and cost- effective. The U.S. Mailing House has been helping businesses and politicians strategically launch successful Direct Mail Campaigns for the last 20 years. Give US Mailing House a call to start your company’s successful 2012 Direct Mail Campaign.