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Direct Marketing 101 - Step by Step Approach

Direct Marketing 101

Know a direct mail campaign is the answer to your marketing woes, but stumped about where to start? We’ll help you learn the basics of an effective marketing strategy.

Step 1 — Plan Your Approach

Why to nail down the big picture before you start executing your campaign.

How Direct Mail Attracts Prospects

Marketers have successfully used direct mail to sell just about every product and service you can imagine, at just about every price you can imagine as well. So if you’re taking a look at direct mail to sell your own product or service, you’re on the right track. 

Establish Your Brand

A brand is more than a logo, symbol, slogan or color combo (though all of these elements can help communicate your message). Think of it as a pledge: This is what customers can consistently expect from my company and its products or services. 

Determine Your Budget

Preparing a budget for direct mail marketing can seem overwhelming, so we’ve created the questions you need to answer to set the right budget. 

Step 2 — Create Your Mailing List

Learn how to look at your mailing list as more than names and addresses.

Find (and Reach) Your Target Audience

Direct mail marketing campaigns are effective for both finding and reaching your target audiences. 

Build a List from Customer Data

Many fine mailing lists are available for rent or purchase. But experts agree that the most valuable list to which you will ever mail is your house list — that is, a list of your own customers and prospects. 

How to Work with a List Broker

Besides your own house list, a number of commercially traded lists are available. While there are list catalogs from which you can order a list on your own, working with a good mailing list broker is recommended. 

Step 3 — Create Your Mail Piece

Why you don't have to be a creative genius to design your mail piece like a pro.

The Power of Dimensional Mail

Tubes, boxes, lumpy envelopes and odd-shaped mailers are the kinds of packages that pique curiosity and beg to be opened. Would your inner child let you throw away such a mailer without peeking inside? 

7 Ways to Measure Mail Success

It’s easy to track your direct mail marketing results and accurately measure your marketing ROI. Here’s seven ways to track your marketing dollars. 

The At-A-Glance Test

Because recipients have to at least glance at all the mail they receive, direct mail pieces have the opportunity to grab consumers’ attention in that second. 

Step 4 — Send it

Tips for delivering your message in a way that's easy and cost effective.

Selecting a Printer

While budgets and cost estimates are important, price shouldn’t be the deciding factor when selecting a direct mail printer. 

How to Select Paper

One of the first questions a commercial printer will ask is, “What are you thinking about for paper?” Printers know better than anybody that when it comes to direct mail, your paper selection can have an impact on your mailing’s cost and effectiveness. 

Green Printing Tips

With these direct mail green printing tips, you can be environmentally conscious while reaching your audience in your direct mail marketing campaign. 



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