A profitable direct mail campaign is realistic. Sure, if your business could survive on word-of-mouth advertising, you would be set and never have to advertise. If not, then let’s explore the two keys needed for a profitable direct mail campaign:
- Properly targeted audience. If you know your ideal prospect for your advertising, then that is who you should mail to. If you don’t know who the prospects are, then customer profiling should be done with your existing customer base. You would be thrilled to learn about this, and it would be the best investment in your knowledge base. We can run this customer profiling report for you to use in whatever advertising medium works best. Targeting your audience will reduce wasted advertising dollars and make you a profitable direct mail campaign. Remember: “A great ad sent to the wrong people is called junk mail.”
- Professionally designed message/offer. If your advertisement doesn’t grab and hold the attention of the individual, it might very well be discarded. When professionally designed by experienced graphic design consultants, the impression will be successful, and the prospect will respond appropriately. Then it’s up to you to convert the lead to make this a profitable direct mail campaign. However, as design is important, don’t forget the offer. The offer is what will make the prospect respond and be motivated to use it. So consider making it a strong offer to introduce your business to new prospects. Don’t worry about your existing customers, they can be suppressed from a mailing list so that they won’t get the ad, or a special offer can be built for them.
We’ve been advertising professionals for 30-plus years, always current with the evolving advertising landscape so that we bring value to partnering with businesses looking to grow and survive. Make your next marketing effort a profitable direct mail campaign.
Introduce yourself to the Direct Mail Xperts.
