What’s the secret to effective use of direct mail? Really, it’s a formula – the right mix of good content, the right target(s) and frequency. It requires a commitment to a process. Think of it as the “Direct” approach.

1. Direct to your best customers. These people can be gleaned from your existing customer database. But it requires ongoing attention to tracking customers’ buying habits to find the best candidates.

2. Direct to your best prospects. Bring in new customers by targeting recipients who are a “good fit” for your product or service. You can acquire reliable mailing lists from service vendors who speciailize in pre-qualifying customers to match your business.

3. Direct their eyes to your mailer. To be noticed in the piles of daily mail requires effective design and packaging techniques. There are many tried and true methods to make it to the “keeper” pile. Kinziegreen can help there.

4. Direct to the point. You have only a few moments to make an impression; be sure your message is clear and compelling.

5. Re-Direct. Effective direct mail requires multiple contacts with your best customers and prospects. A “one-shot and see what happens” approach rarely produces significant response. Think of it as a Contact Strategy – touching base on a regular basis with the people who can really impact your bottom line.

6. Direct resources to the program. To succeed in direct mail will require energy, time, imagination and dollars. Give this marketing tool the support it needs and you’ll see what it can do for your business.

Kinziegreen has produced a brief, informative introductory presentation on direct mail, ideal for group meetings or a one-on-one consultation. Contact us to arrange a meeting or presentation today.

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