By: Chris Barr
Direct mail, when executed correctly, can be an effective way to spread your business’ message to a targeted demographic. It’s the easiest and most effective way to address your customer base and communicate strategic information about your company, products, and services. Direct mail is an excellent advertising medium, generating a high ROI with relatively small investment. 
How much junk mail do you receive each day? Do you go through it? Trash it?
In order to create effective direct mail, you must put yourself in the shoes of your targeted recipients. What messages would catch your attention? What would cause you to trash it? What designs are eye-catching versus those that are dull and boring? Take the time to really figure out what message/design combination projects the best possible image of what you are trying to sell.
Follow these simple guidelines to ensure that your campaign is a success:
· Know your target customer – Men vs. Women, Teens vs. Seniors, etc.
· Create a strategic mailing list, focusing on your ideal demographics
· Define your goals and objectives before you begin writing copy
· Incorporate an interesting (and eye-catching) headline
· Include pricing details towards to end of the message unless the campaign is price-driven
Key benefits of utilizing direct mail:
1) It targets specific customers – by focusing on location or demographics (or both!)
2) It’s personal – as its address the customer directly by their name, thus creating an instant bond
3) It’s cost effective – campaigns are relatively inexpensive and can be extremely profitable
4) It’s easy to track ROI – special coupon codes, URL’s, or phone numbers measure your response rate
Plan your approach with these simple steps:
Make a compelling offer
Your offer is the reason for your mailing, therefore your incentive should be the real driving force behind your campaign. Do some research and find an incentive that really entices a response.
Determine a budget
Starting out with a good estimate of your potential costs is imperative. Be informed, evaluate your options, and develop a realistic budget to ensure your mailing is a success. Remember, just because it is the most expensive, does not mean it is the most effective.
Find your audience
Save time and money by advertising to the right demographics or localities. Learn how to identify those who would have the highest desire or need for your offer.