Specialty Mailing Tips

How do you Target Prospects in Certain Buying Habits and Cycles?

These days, you can pinpoint the exact market you are looking for through specialty lists. Although these lists take longer to compile, it is worth the wait to target the perfect match. So, you know that you are going to advertise your wedding dress boutique to current brides-to-be and not newly wedded brides.

Along with a bit of waiting time, these lists are also more expensive than your usual consumer or business lists. But, although that may seem like a setback, keep in mind that you will probably yield a higher response rate due to the right match.

Specialty Mailing Tips:

Keep in mind that the lists are not compiled instantly.
Don’t wait until the last minute to order the lists.
Have your mail piece ready to be viewed, as some proprietary sources require approval.
Discuss with your list broker the exact kind of consumer you are want.

5 Direct Mail Elements guiding your Campaigns to Success

The List--For direct mail to gain a high response it must be sent to the correct party. You must identify in every industry market who has the purchasing power and that perfect profile. Reaching the right target audience is crucial in direct marketing. Our specialty mailing lists allow you to match your prospect's profile. Exact and specific demographic selections ensure that you gain higher response rates.

The Offer--It is referred to as the deal. The offer should be clear deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call to action or a way to respond must be included in support of the offer.

When constructing the offer, you must ask yourself: How much am I able to spend on a new customer?; How good of a deal am I able to afford?; What is the value of a new long-term customer? Repeating the offer and continuously resending the offer is the key to direct marketing.

The Timing--For direct mail to gain better response rates, you should focus on the prospect's buying cycles and habits. Sending a message about your wedding planning services three weeks before the wedding date may not be as profitable as sending your message 4 months earlier. Companies and consumers have certain buying and contractual cycles that need to be taken into account when marketing your offer.

The Layout-- It is critical to have a layout with specific graphics that compliments the copy of the direct mail piece. Always use people or people using the product/service over product shots alone. Use different color fonts sparingly. When using postcard type mailings, the eye goes from right upper, to left middle, and ends at right lower...design your piece to consider this flow. . For letters, the eye starts in the left corner and zig zags to the lower left corner (this is why a P.S. in the letter is so important).

The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it was a conversation with he reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail. Make your copy scanable.

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