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Deliver Profits with Direct Mail

If you are in business, you might want to consider using direct mail to find new customers or drum up more business from your existing ones. If using a print broker or a direct mail agency isn't within your budget, you might opt to do the mailing yourself.

Experts say that increasing your leads through direct mail is both an art and a science. However, you'll improve your response rates if you keep these "secrets" in mind:

1. Your mailing list accounts for 603f your mailing's success. It must contain recipient's name (not just the title) and must reflect your target market. Additionally, it must be fresh, groomed to remove duplicates and incorrect postal codes, and recently updated.

You can rent lists for $75 to $140 per 1,000 (M) names. However, if you want "selects", expect to pay an additional $5-10/M per select. (For example, if you want names of advertising managers working in Chicago and Hong Kong, you might be asked to pay for three selects -- one for advertising managers and two for the geographic locations.

As a rule of thumb, the better you can target your market, the better it will be. For instance, if you are selling a golf book, you could send the mailing to every postal address within a zip code (expensive), or you could target the list to members of golf clubs or persons who have expressed an interest in hearing about golf-related products.

2. A direct mail package outperforms a self-mailer by a 4:1 ratio. Typically, a mail package includes an outside envelope, a one or two page sales letter and a reply device. The less-expensive self-mailers are not sent in an envelope.

3. Postcards are the most economical means of direct mail. Moreover, the recipient does not have to open them to read the message.

4. Personalized messages perform better than non-personalized. Messages sent by first class mail that at least give the appearance of being hand typed and hand stamped will outperform those that appear to be bulk-mailed. Yes, first-class is more expensive, but perhaps you can cut corners in some other area.

5. The call-to-action part


of your mail-out is critical. Be sure to tell your recipients what it is you want them to do, and provide a compelling reason why they should act. For example, you could include a no-risk, no-obligation offer that encourages recipients to contact you promptly for more information. Or, create urgency through time- limited offers, mention of an upcoming event, etc.

6. Put a teaser, testimonial or strong benefit statement on the envelope. You must induce the recipient to open the envelope, or all is wasted.

7. Encourage the recipient to contact you. Ask for the contact and provide more than one way in which the recipient can act. If you include a postage-paid Business Reply Envelope, you will only pay postage on the actual responses that are mailed.

8. Your sales letter can contain long copy, but only if it is written to hold interest. Write in a conversational manner, avoid jargon, write at an eighth grade level, and use an authentic-looking signature. As in any copy, use eye-catching headlines and stress benefits not features.

9. Remember to add a PS. After the envelope and headline, it's the most read element.

10. Analyze the results of your mail out, and learn from it. Use tracking so you know how many sales or contacts resulted from your mailing. Ask customers how they heard of your offer. If (or more likely, when) undeliverable mail is returned to you, remove these addresses from your list.

Interested in publishing this article in your ezine, website or print publication? This article is available for your use provided you include the info box below.

==========================================
How to Write Business Plans, Business Proposals, JV Contracts, More!
No-cost ebook "Beginners Guide to Ecommerce".
Business Writing by Nightcats Multimedia Productions
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About the Author

June Campbell is a self-employed writer. Her work has been published many time in various international publications. Visit June on the web for resources and guides for small business.

 

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

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  • how to promote your web site by writing articles

  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

  • how to publish your own highly demand ezine

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • hunting for niches

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  • importance of marketing offline

  • improve email deliverability 15 tips for successful email marketing

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  • index

  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

  • insights to advertising

  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet business doomed by grand theft

  • internet marketing avoid blind sheep mentality

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

  • internet marketing success the easy way

  • internet promotion ezines

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  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

  • interviews with successful ezine publishers jan wallen

  • interviews with successful ezine publishers pamela geiss

  • interviews with successful ezine publishers paul becker

  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

  • interviews with well known ezine writers 3 shelley lowery

  • interview with an ezine marketing pro alexandria k brown

  • interview with ezine publisher terry telford

  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

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  • i want to do an ezine part 1 what is an ezine

  • i want to do an ezine part 2 how do i start

  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

  • joint venture 101 the quickest way to build your ebusiness

  • joint venture 101 the quickest way to build your ebusiness part 1

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  • marketing basics gather it all up

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  • mini persuaders six steps to successful classified ads

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

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  • networked markets are democratic structured markets are republican

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  • newbies guide to writing and submitting ezine articles

  • newsletters a great way to build business relationships

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  • nine power words to punch up your ads

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  • offline advertising tips

  • offline marketing part 1 drawings

  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

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  • one american city defies the rule

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  • online promotion beats traditional seven one part 2

  • on your honor 3 steps to building the e trust factor

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  • opt in email and ezine advertising still more effective than rss blogs and ppc

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  • part 1 easy steps to creating your very own ezine

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • politicians are like car sales people

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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