The Direct Mail market will grow to $25 billion by 2015 according to CompaniesandMarkets.com.

Does your company have a strategy for direct mail marketing? Thinking of direct mail as a means of communication within your detailed and specific set of customers or prospects can be very successful for your business.

You must consider your ROI when optimizing your marketing direct mail strategy because of the excellent return.  According to Deliver (a magazine for marketers) “Mail may not be the lowest cost option in the market, but its ability to personalize a message, to specific segments of customers, to engage your customers and to deliver $12.53 for every dollar spent on it ensures that it is easy to optimize in any marketing program”.

The three components of any direct mail program that you must consider…your target…your message and your creative design.  Your results will be on average 3.42% according to 2010 Direct Marketing Association’s Response Rate Trend Report. 

In order to get the right target.... you cannot spray and pray…you must be targeted in your prospecting. The more you understand your prospect’s demographics the better your results will be.  Your mailing list must be accurate, do not mail to an old list.  You will waste your money on printing, postage and your ROI will not be what you want.

Your “offer” message must be personalized and address relevant information that will get your prospect’s attention.  Considered a very personalized message by using variable data throughout your piece and may even include a QR (Quick Response bar code).  The QR is being used more and more….particularly to the younger smart phone demographic users. If you use QR make sure you have a mobile friendly site.

Finally the creative design must look appealing. Spend time honing your creative design…do not over kill with words...use color and short messages that are very readable.

A key point to remember…calculate your life time ROI of customer and if you close a direct mail campaign ...do not look at just a single mailing.  Increasing revenues, customers or prospects will give you a competitive advantage.

Genesis Press can help with all of your direct mail projects...Call us

JIMAT GENESIS