Direct mail is an effective and precise marketing method that can be adapted in order to more accurately reflect the needs of customers and prospects. The results of direct mail are easy to measure with precision, so the effects of a particular approach can be monitored.

Checklist

1. Create quality mailing material - Campaigns will only be effective if they combine precise targeting with good creative work.

2. Use direct mail letters effectively - Letters can be customised easily and cost effectively to meet different sector marketing requirements.

3. Personalising your letters can:

4. Use letters to support other mailing material - For example product brochures, management guides, catalogues, prices lists and information on special offers.

5. Include a reply mechanism if you would like your mailing to stimulate action - Use a. reply paid card or envelope or contact details suchs as a freephone number, email address or website.

6. Treat envelopes creatively - Although envelopes have to be standard sizes for the post office you can customise them by including advertising messages, handwritten addresses, or other design elements such as logos or company colours.

7. Write persuasive copy - Use a powerful headline to get the attention of the reader. Words such as 'new' and 'improved' attract attention while price benefits such as 'sale' and 'reduced' are also useful. Keep writing style simple with short sentences and paragraphs. In longer mailing items use headings and sub headings to make sure the reader picks up key messages without having to read the complete text. Offer the prospect a clear powerful proposition. Your copy should encourage the prospect to take action - contact the company for more information.

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Do's and Don'ts:

Do's :

Keep the layout simple.

Use photographs, diagrams or illustrations if they help to clarify points.

Use the legible type face and sizes to make text easy to read.

Use bold headings or larger type size for the headline or to emphasise important statements.

Don'ts:

Don’t use long sentences and complex terminology.

Don’t ignore the needs of customers.

Don’t use a fussy type face and small font.

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