Direct Mail Services
The benefits of direct mail marketing
When done right, direct mail advertising can be a very cost-effective marketing strategy. Direct mail allows you to target potential customers, carefully chosen so that they are likely to be interested in your services. Mailers are addressed personally to the recipients, to get their attention and create a relationship right away.
However, direct mail can be perceived as junk, so it needs to be done right. Direct mail marketing services can help you with every stage of your campaign, including graphic design, copywriting, printing, labeling, postage and mailing. Their marketing professionals can help you target recipients with the highest potential for response, and they know how to grab and hold your customers' attention so that your mailing doesn't go straight in the trash.
Direct Mail Statistics
Successful direct mail campaigns can sometimes see response rates of 1 to 3 percent, but it's not uncommon for even well-planned campaigns to see rates as low as 0.2 percent. Keep in mind that a direct mail campaign targeting prospective new clients will have a lower response rate than one targeting current clients. Also keep in mind what you're selling, and calculate what response you'll need to recoup your advertising costs. A response rate of 0.2 percent (that's 2 responses for every 1,000 postcards mailed) will be worth your money if you're selling cars, but not if you're selling dry cleaning services. It's recommended that you test with a small mailing first, before overinvesting in a bad campaign.
How to Choose a Direct Mail Service
Perhaps you have a campaign plan, but you need help putting together a mailing list. On the other hand, you may already have a database of customers to target, but you're looking for some marketing expertise to help with the design of your mailing. Direct mail advertising services often specialize in one or the other of these areas, so choose accordingly.
A direct mail campaign only works if you target the right audience, so find out how the company sources and compiles leads. For example, this data often comes from magazine subscription lists and online surveys. The more highly targeted the mailing list, the more you can expect to pay for it. Also ask how often these lists are verified and updated. People move, and mailing lists quickly become outdated. Lastly, speak to past clients of direct mail services about their response rates before making a final decision.
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