Direct Marketing

Direct Mail Campaign Management

Direct mail can be less, equal or more costly than print ads and radio and TV, depending on how aggressive you want to be and how big a net you want to cast geographically. For direct mail, just like print, radio and TV, you have to touch people multiple times for the advertising to be most effective.

For direct mail, rule of thumb is a minimum of three times. Direct mail works best when you can define your target market demographics (e.g., women between the ages of 35 and 55, with income levels above $65,000, who own their own home in the following ZIP codes). Geo/demographic targeting helps match your service with people most likely to need/want/use it.

There are two ways to do direct mail:

Targeted Direct Mail (TDM)

TM allows you to target your prospect based on demographics like income, age, gender, etc., within a ZIP code.

Clients can purchase lists from List Serve database suppliers or use their own direct mail list they have accumulated through various interactions in their target market. Your own list is often the strongest because you have already made a connection and pre-qualified them.

Every Door Direct Mail (EDDM)

EDDM delivers a post card to every residence (Postal Customer) in a postal route in a ZIP code. This type of saturation, geo-targeting, is the opposite of traditional direct mail where you can target specific demographic profiles. However, if you know your neighborhoods, you can do some filtering, if it makes sense for your type of business.

The Marketing Department can:

  • Design the graphics, headline, and copy
  • Help with target marketing, list purchasing
  • Arrange for the printing and mailing of the post cards

The Marketing Department has a back-end software tool that allows clients (with no licenses fees) to setup an account on the software. From the software clients can:

  • Maintain (and purchase) mail lists
  • Store and maintain post card file masters
  • Execute direct mail campaigns directly from the software
  • Print card, label, and postage and automatically mail directly through the software

e- Mail Campaign management

E-mail is typically an economic way to engage with a target audience. It works best when you can define your target market to help match your service with people most likely to need/want/use it.

Clients can purchase lists from List Serve database suppliers. Most industry guru’s regularly advise against this for most situations and encourage companies to develop their own e-mail lists through various interactions in their target market. Your own list is often the strongest because you have already made a connection and pre-qualified them.

The Marketing Department can:

  • Design the graphics, subject heading, and e-mail body copy and call-to-action
  • Program the HTML page, or use online e-mail platforms
  • Help with target marketing, list purchasing
  • Perform the posting and distribution of the e-mail
  • Assist with list imports