How to Approach Direct Mail as an Internet Marketer

Since you are constantly online conducting business, you probably haven’t thought of sending out direct mail to promote your online business. It’s time you started rethinking things! Direct mail is one of the best ways to let people know about your internet business! When you take the time to use direct mail, you will seem more like a person and less like a robot. Implementing a direct mail campaign can feel pretty overwhelming if you’ve never done it before. Don’t worry about it, though. Here we sill give you some great techniques that you can use for direct mailing if you are coming from an Internet marketing background.

You should stay with smaller, more specific direct mail campaigns. You wouldn’t, for example, send a letter about your new lawn gnome product line to people who live in apartments. You wouldn’t think of squandering postage in sending information concerning life insurance to university students living in dorms (well, you could). Verify the addresses to which you are sending direct mail to, are these apartment buildings, dormitories, or alternate multi-family units? Are they in the suburbs or in the middle of downtown? These are subtle distinctions that can actually tell you a lot about where you should be mailing.

Begin with a small list, and slowly build up. It’s often costly to do direct mail. Each new year sees an increase in stamp prices. It is for this reason that you will want to have a targeted group of customers in mind, and you will want to send out a few dozen pieces of direct mail and see what happens. When you get a positive response from something you’ve sent, you will know you’ve got what you need. This is when you want to start building up your direct mail campaign to include more people. After all, you may get to the level where you’re shipping thousands of direct mail items! However, you do not want to start out so broadly. No matter how good your product may be, you’ll lose too much money doing your direct mail campaign too big. Try out first, then expand later.

Direct mail pieces must be very simple. This is not the best place to overwhelm the customer with fancy charts and graphics. A plain postcard or simple letter is far better than an elaborate flyer. The fancier the mailing, the less likely it is to quickly grab the customer’s attention.

You want to let your recipients know what you are offering and then let them get back to their day. There is definitely validity to the single page rule, which states that if you cannot properly convey a message in a single page, then your message is overly complex. There are monetary reasons for keeping the length of your direct mail to a minimum as well, as longer mail will be heavier. The heavier your mail is, the more it costs you to send! Don’t let direct mail frighten you. In fact, after a while, it can become almost second nature to you. The more you practice, the more straightforward direct mailing will be. You will also notice the great success you can have from a direct mail campaign as they will often times outpace even your best online marketing efforts. Keep trying. Sales will add up in no time.

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