Customer Mailing Lists
To get started, you will need to compile and
develop a database for your customer mailing list. If you are targeting
different customer segments, then you should have a separate database for
each targeted market. Also, your direct mail offer should be designed
specifically for each market. For example, if you are targeting age groups
15-20 and 50-65, your direct mail piece for your 15-20 target market must be
designed differently than your 50-65 target market. The term for this aspect
of marketing is called differentiated marketing.
There are multiple sources for locating
potential customers for your direct mail campaign. Excellent sources
to search for your potential customers are the yellow pages, white pages,
newspapers, trade publications, the local Chamber of Commerce directory and
you may want to consider contacting mailing list companies for list
building. Before you develop your lists and leads, it is vital that you
conduct research to ?know? who your customers are so that your direct mail
offer is tailored to their needs and preferences.
Types of direct mail collateral to send to
your targeted lists:
Direct Mail Postcards
Postcards are great because your message is
short and sweet. Postcards are successful as direct mail pieces because they
immediately advertise your new products and services. Postcards are great
for announcing a new store location or can be used as a reply card to a
simple survey. Postcards can also cross sell your other products and
services to your existing customer base. A postcard should not be used when
offering high end products and services or when your message is lengthy. The
sales letter mailing is the perfect direct mail tool for high end products
and services and lengthy messages.
For the cost conscious and those business
owners operating with a limited budget, postcards are inexpensive to have
printed and mailed. Many Internet based printing companies offer really
great deals on printing and delivery is right to your doorstep.
A postcard size must have the following
dimensions: 3 1/2 inches and 4 1/4 inches in height, and must be between 5
inches and 6 inches in width. If your postcard size has larger dimensions,
the US Postal Service may charge a higher rate. The standard paper stock
that you?ll need for your postcard campaign is 12pt stock and coated on both
sides with an aqueous finish to add a scratch resistance gloss to seal the
text and graphics.
Sales Letter Mailing
This mailing consists of an introductory
letter introducing your business or your promotional offer and will include
a flyer or sales brochure that will highlight your business services and
products. This method has proven to be effective when you are offering high
end products and services. The costs involved using this direct mail
strategy, are far more expensive than using a direct mail postcard.
The type of paper stock used for your
introductory letter, should complement your flyer or brochure. The paper
must be of high quality and non-transparent.
Business Newsletters
Newsletters are the perfect way to notify
your customers and potential customers of your current business news,
introduce new services, promote new products, communicate special offerings,
and demonstrate you are an established leader in your industry and
community. Newsletters also make excellent handouts for business meetings,
off site workshops, trade shows, networking seminars and community events.
A direct mail newsletter does not
require many pages; 1-2 sheets, a double-sided self-mailer will be excellent
for your promotion. The standard paper stock you?ll need for your newsletter
is either 100lb gloss or 70lb matte text.
Final thought: direct mail advertising is
effective advertising for any business size. Whether your business is a
SOHO, midsize or a corporation, your sales are, an extraordinarily designed
direct mail that effectively communicates your business and introduces
special offers, can open doors for excellent sales leads and contribute to
your business bottom line: increased sales, capture market share, growth and
expansion. Please keep in mind; the success of your direct mail
campaign will be highly dependent upon the ?perceived? quality of your
business, the design, the type of paper, the message you?re conveying, and
your special offer.
Keturah Whitaker is the
CEO/President of CoreNet Imaging Solutions?, an Atlanta based design firm
that provides business owners and non-profit organizations, with graphic
design services for
brochures, newsletters, newsletters, direct mail, flyers, pamphlets,
business cards, business forms, and print media ads. For additional
information, please contact CoreNet Imaging Solutions at 770-953-0252 or via
email at
solutions@corenet-imaging.com.