Direct Mail Marketing Strategies (2 of 5)

I don’t care how clever you think you are there is no intelligent way to send 1 broad message to appeal to everyone in your database marketing equally.

Sure, people have been broadcasting single messages through all forms of media since the beginning of time but that doesn’t make it right. If you’re going to be lazy you will get lazy results.

Strategy #2) Segment Your Mailing List into groupsDatabase Marketing

You would be surprised how you change your offers and promotions just based on what you see in your database. I highly recommend that every marketing manager look into your database personally so you know what you’re working with. As you are digging through your database ask yourself these questions:

  • How many are female?
  • How many are male?
  • What are the age groups in our data?
  • How many of these are “locals”?
  • How many are from out of town?
  • Which groups spend the most?
  • Which groups visit us the most?
  • What are the 5 most popular purchases?
  • What are the 5 most profitable purchases?
  • Who is making these purchases?

This should be the consideration you make before you do any form of direct marketing.  Why? Because you can do this with direct mail and you cannot do with the rest of your marketing budget.  Because it will get you better results!

Once you have your database segmented into 3-5 different groups you need to create offers that directly appeal to each group. Spend time talking to people in those groups about what they really want and what would get them to buy again.  Then plan your marketing to that group accordingly.  Do this with each group you plan to market too.

I know this sounds obvious, pretty logical and a no-brainer but I cannot tell you how many people just swing from the hip. When you are busy and short handed it is easy to just blast something generic out and hope for the best.  In this case it would be best to just identify 1 group and design your campaign around that group directly instead of sending the same offer to 5 groups.

Direct Mail Marketing

If you do not have enough data in your database to break it into segments we can append data from other consumer databases to yours for you. This dynamically changes what you know about your customers and helps you target your direct marketing correctly.

Direct Mail Marketing Strategies (1 of 5)

When you have been in direct mail for 20 years you get to see a lot of direct marketing success and failure.  Both are valuable lessons! Avoiding the common mistakes is often still considered a great success.  Unfortunately that is the ceiling for most people.

When the most you get out of your campaign is “no-failure” then you really aren’t going to see the great success direct mail is known for.  So, if I am going to share the best 5 direct mail marketing tips I must start out with the most important one.

Strategy #1) Use a Direct Mail Marketing Company.

Direct Marketing StatisticsUse a direct mail marketing company not just the cheapest printing bid you can find.  You can find some real great deep values in real direct marketing companies! In the history of getting what you pay for; the cheapest direct mail project is usually the least effective too.

If you have a $2000 budget don’t spend your time trying to get it cut to $1700, spend your time trying to get $3000 in value from it.  You can do that with direct marketers, not from printers.

You must keep in mind that Direct Mail Marketing is the only form of marketing that has proven to create perpetual income. Companies for decades have turned $3000 into $5000 or $50,000 or more in sales and income. Are you choosing vendors that know how to help you get to those results or just price shopping print?

You may or may not have experienced these kinds of results.
Many of our customers achieve this every single month.

I know what you’re thinking. This all sounds so very self-serving and maybe we’re just trying to justify you spending more. This is far from the truth.  I can easily demonstrate for you that 90% of the vendors you can get bids from are not worth spending a dime with. I’ve got 5 tips to show this to you with but the next tips will likely have much more math in them.  Let’s start with the obvious.

Direct Mail Companies are primarily a labor force with labor as their #1 expense.  As you get your 3 bids what you are primarily getting bids on is labor and equipment usage. Our Rent, Electricity, labor and equipment leases are our industries costs. When you get a lower bid you are almost always first and foremost using the least experienced labor to get that price.

For example, here at CSG Direct we have 25 individual Direct Mail Awardsemployees that have been certified by the US Postal Service for mail-piece quality and mailing standards. This means that your service representative, our graphic artists, our quality control department and even our folder, inkjet and press operators are all US Postal Certified employees.

What is the cost and benefits of that? MANY!

First off the most expensive part of direct mail is mistakes. When we have staff in every single department experienced and trained to help you avoid those mistakes – they don’t happen!

So how is the lowest bid company managing all that for you? Sure they might reprint it for you free if they make a mistake but that ruins timelines, wastes huge sums of postage money and makes you look bad in front of your boss for choosing them.

Pit our experienced, trained and certified employees versus the industry average of temp labor and basement-kept half-capable $8.50 employees.  We Win! ..and You Win!

Plus our staff has decades of database marketing experience, seeing direct mail successes and failures. We will be showing you how to tier mailings, test offers, personalize your mailings and more.

All most printers can do is reduce their bid, they cannot add value or increase your responses. Which is really why you’re doing direct mail in the first place ~ to get sales and response.

Keep your head in the game – it’s not broadcast-print, IT’S DIRECT MARKETING !

Let’s talk about the value of experience with Direct Marketing. The Direct Mail and printing industries are broken up into many niches. You have tabloids, newspapers, invoices, fulfillment, brochure printing, foil or die cutting and of course marketing to name a few.

What is your vendors’ primary service?  Ours is direct mail marketing but so often we are forced to bid against a brochure printing house or cheapashellpostcards.net. These vendors have absolutely no concern or experience in direct mail marketing and you want to give them the job because, as their only tool to get the job; they low bid the project.

You will not become the hero of your firm by showing them how you saved $200 but the phone isn’t ringing. Too often this is why people say, “We tried direct mail, but it didn’t seem to work”. If you can get a direct mail marketing company for a price anywhere near that of a mostly print oriented company – jump on it !!

So, the first rule of thumb and our #1 tip is to make sure you are using a direct mail marketing company. The good ones are actually a lot harder to find than you might think.  You found some pros right here at CSG Direct so get a direct mail quote and get to know us. If you get the chance to sit down with us the difference will be crystal clear.

Remember! You’re Marketing Right?

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