The
question is often asked, "When should direct mail
be included in a marketing plan?"
Direct
mail should be used when…
- You
can identify the target audience for your product or
service.
- You
have a strong, easy to understand offer.
- You
have a simple clear call to action.
- You
desire measurable results.
If
all of the above are true, then direct mail should be included
in your marketing plan.
Now,
you need a group of direct mail professionals that can
put together a successful program. A group that can develop
a strong mail list and effective mail package.
A group that provides outstanding client service and
project management. A group that delivers results.
That group is FORECAST Direct.
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QUESTIONS TO ASK YOURSELF
ABOUT YOUR DIRECT MAIL PACKAGE
- Did
you design your envelope to
get noticed...and opened...in
the mailbox clutter?
- Is
there an intriguing headline
on your letter?
- Did
you call attention to the most
important selling point in
your letter...and use it again
in a P.S.?
- Did
you state your benefits to
the reader right from the start?
- Do
more sentences in your letter
start with "You" instead of "I" or "We"?
- Is
the letter designed so that
it is easy to read...short
paragraphs, short sentences,
key points extracted and bulleted,
important points underlined,
paragraphs indented, and lots
of white space.
- Did
you talk directly and specifically
to the needs and desires of
your prospects, showing how
your product or service will
solve their problems...what's
in it for them?
- Did
you create a unique offer for
your product or service and
convey that message clearly
in your copy?
- Is
your brochure interesting to
look at...easy to read? Is
the design for your audience?
- Did
you include all your product's
features in the brochure?
- Are
your phone number, address
and web site easy to spot...
large enough to stand out...and
printed in several places (at
least once on every piece)?
Are they correct? Call phone
number and test the web address
to make sure.
- Did
you use images of people actually
using (and benefiting from)
your product or service? Did
you list its uses?
- Did
you answer the "Who", "What", "When", "Where" and "Why" of
your product or service in
your brochure?
- Is
your response form simple to
understand and fill out? Did
you practice actually filling
it out? Did you put your phone
number on it?
- Did
you make sure to add your unique
offer and maybe key selling
points to your response form?
- Did
you design each piece in your
package separately, using varying
styles, colors and typefaces?
Perfectly matched and coordinated
pieces just don't pull as well.
- Did
you give your prospect good
reasons to respond NOW?
- Did
you consider your reader's
fundamental human needs? In
other words, did you think
about emotion and not just
facts?
- Did
you remember to pay careful
attention to the direct marketing
adage: "the letter sells...the
brochure tells?"
- Did
you have the entire job proofed
carefully? Do all pieces fit
together (ex. reply form in
the response envelope). Is
the BRE or BRC barcoded correctly?
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