| Great Mailing Lists | | | | Work with your list supplier to develop the most |
| When done correctly, direct mail is one of the most | | | | effective prospecting list for your needs and budget. |
| effective marketing tools available to small businesses, | | | | Create a powerful offer that will make people want to |
| regardless of industry. Unfortunately, many first-time | | | | respond |
| mailers--and even some experienced ones--overlook | | | | Make sure your offer is clearly spelled out and easy to |
| some of the basic "rules" for creating an effective | | | | understand. Offer something with high perceived value. |
| direct mail campaign. Here are some proven thoughts | | | | Don't underestimate the power of the word FREE. |
| to heed when planning your next mailing. | | | | Make it easy to respond--via website, email, telephone, |
| The success of your campaign relies on the following: | | | | mail and/or fax. Offer a money-back guarantee if |
| 1. The accuracy of your mailing list | | | | appropriate. Repeat your offer, response options and |
| 2. The perceived quality of your offer | | | | guarantee as often as possible. |
| 3. The appeal of your mail piece . | | | | Create an appealing mail piece |
| Many experts speak of the 40-40-20 rule. It states | | | | Your mail piece should reflect your company's |
| that the mailing list makes up 40% of the success of a | | | | positioning and sales strategy. If you are perceived as |
| mailing, the offer makes up another 40% and the | | | | exclusive, unique or high-end your mail piece should |
| package itself (paper, design, copy) is responsible for | | | | reflect it. If customers buy from you primarily based on |
| the remaining 20%. | | | | low pricing, your mailer should have a "budget" look and |
| Buy a good list | | | | feel to it. Keep your copy simple by using clear, short |
| Understand who your best customers are. Select a | | | | and descriptive sentences. |
| qualified mailing list provider. | | | | |