This is often the key to a successful direct mail campaign.
Make sure you are targeting the correct audience for your business.
For example if you have a restaurant and most of your clients are from the local neighborhood it would be worthwhile to target the surrounding area with a saturation mailing around your location.
However if you are offering a specific service that is geared to a unique audience it will pay to refine your list using certain selections, there are a number different selections you can use that will tailor the list to those people who are most likely to be interested in the service or product you are offering.
CALL TO ACTION
The Call To Action needs to be clear and unambiguous.
This can either be in the form of a limited time offer or an offer that drives them to your website where a special promotion will await them.
First and foremost your design must comply with the USPS specifications, this will ensure that you pay the lowest postage rate and avoid any chance of the mail being misdirected.
You only have a few seconds to grab the recipient’s attention, the design needs to be eye catching and clear, avoid too much text and confusing images.
Emphasize the benefits to them and how they can easily get them.
Work with your mail house to make sure you have enough time for printing and USPS delivery to meet the in home target date.
USPS delivery times for Marketing Mail (Standard Mail) vary depending on the distance the mail has to travel as well as the time of the year. Your mail house should have a good idea of current delivery times and will help guide in establishing a time schedule. It is also useful to add the additional service of mail tracking so that will know when the mail hits mail boxes.
Use an outside person to proof read your piece. Grammatical errors makes your piece look unprofessional and incorrect dates and pricing can be costly. Remember once it’s in the mail there is no going back.
Before spending a lot of money it’s a good idea to test your mail piece. Run small list with different designs and offers, by monitoring the results of each mailing you will soon be able to see which offer and design is the most effective.