HOME :: MARKETING SERVICES :: DIRECT MAIL MARKETING :: POSTCARD MAILERS Direct mail as a rule can be a little pricey, but it doesn't have to be that way. Research has shown that conveying your marketing message through direct mail can still drive sales leads, however, the average time each piece gets in front of your audience has fallen drastically. Imagine your audience going through their mail and standing over a trash can. That being the case, getting your message across quickly is paramount. Why hide it inside an envelope? People are pretty good about recognizing junk mail just by looking at the envelope. Instead of spending your money on pages and pages of useless content on expensive paper, folded and hidden in an envelope, consider a postcard. Postcards are inexpensive to produce and to mail. They get the marketing message across with no effort at all. They are great as a compliment to an email campaign. They stand out from the rest of the enveloped mail and if you can't say it on a postcard, your message needs refining. JDM offers not just postcard design and production (printing) but also list management, addressing and mailing. Next time you're looking to run a direct mail marketing campaign, consider postcards instead of traditional mail. Until then, consider the following direct mail priority list. We call it "LOC" (pronounced, "LOCK"). Get a "LOC" on Direct Mail Marketing Successful direct mail marketing begins with a few priorities. They are "List", "Offer", "Creative" and they are in that order. List

Most important part of any direct mail campaign is the list. This is the "direct" in direct mail. If you're sending your message directly to the wrong audience, what's the point. Don't just buy a list of zip codes if your business is not regionally-focused. Don't purchase a list at all at first—rent one. We are generally weary of list brokers. Consider purchasing/renting a portion of a publication or event list. These lists are usually opt-in.

The list is the single most important part of any direct marketing activity Don't even begin to think about possible promotions or creative design until you've locked down your list. Even the world's best offer and creative will fail if it's sent to all the wrong people.

Offer

Once you've nailed down the list, the next step is developing a relevant, aggressive incentive or offer for taking some action. "Call today" is neither incentive-based nor much of a call-to-action. Ask yourself, "why should they call today?" It's human to act on something with an incentive.

Creative

Traditionally, people think about list, offer, creative in exactly the opposite order. However this is certain failure. Creative should speak to a specific audience, promoting a relevant and action-provoking offer. That's it. Non-traditional print sizes. Attention getting design or headlines are also great, but don't let yourself get carried away with creative. Remember the list and the offer and the creative will flow from there.

Contact JDM regarding Direct mail marketing for more information.

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