By: Chris Barr
1. Always be prepared before you start a direct mail campaign.
You should always ensure that you have a plentiful supply of flyers to mail – in other words, have more flyers printed than you will need to cover your entire mailing list. This will make sure you don’t run out half way through any of your campaigns and that you are not left begging your printing company for lower prices on an extra “short run” of flyers. Keep a ready supply of extra flyers available so that you can ensure you don’t run out when you need them the most.
2. Always order in advance.
Stay on top of all your flyer printing orders and order your next batch in advance. This will prevent any printing issues from causing problems with your mail schedule. Make sure to have a “back up” plan so that your distribution will not suffer any delays or shortages.
3. Plan out your mailing route(s) carefully.
Make sure your flyer printing efforts don’t go to waste with an ineffective mailing strategy. Plan out your delivery by targeting full Zip Codes or by breaking Zip Codes down into smaller targeted areas call “Carrier Routes.” Review a map of your local area so you can see exactly where you need to deliver the flyers to. This will ensure you do not neglect any homes, apartments, PO boxes, or businesses which result in less potential customers. “Knowing” your customer base will also help you design a more effective advertisement.
4. Mail frequently, Schedule your “drops”.
Always stay on top of your direct mail distribution plan and send out new mailers on a frequent basis. Most direct mail campaigns yield the highest returns after the third or fourth mailing because customers become comfortable with your services and you are a “familiar face.” It may not sound right, but decades worth of studies haven proven this statistic to be true – keep mailing! Using your direct mail distribution strategy at regular intervals will also remove any potential customer from being without your flyer.
5. Know your flyer printing company.
Make sure you know and trust your flyer printing company to get the job done to a high quality of standard. Your direct mail distribution may be significantly reduced in effectiveness just because your flyer printing job was not satisfactory. A good flyer printing company can offer you great money savings deals such as bulk discounts and low shipping costs for advance purchases. It will also provide additional support and information on printing requirements to help you create the perfect flyers.
Follow these five golden rules of direct mail and you are sure to make the most out of your direct mail distribution. Without these 5 golden rules your direct mail could suffer and become significantly less effective and economic for your advertising strategy. So always make sure you come prepared, order in advance, plan out your route carefully, make regular distribution trips and of course get to know your flyer printing company. It could make all the difference in your return on investment (ROI).