Back from never before - these are the reasons why you should start direct mailing today!

What is a direct mailing (DM), and why do you need it?

A direct mailing is targeted communication in the form of a letter, leaflet, catalogue... with which a company approaches a select group of recipients quickly and in a controlled way. The main purpose of DM is to elicit a reaction - a purchase or order, a donation, an appointment being made...

Actually, a direct mailing is primarily an invitation to make use of a particular offer or advantage. It is - as the name also suggests - one of the most direct forms of marketing you can use as a company to potential customers.

Whatever sector your business is in and whatever product or service you are trying to market, direct mailing is a very effective way of targeting customers and prospects in the most effective way possible. And as you no doubt know, the most personalised approach to your customers is oh so important!

5 tips to make your DM strategy a success

Okay, you now know what a direct mailing is. But how do you put that knowledge into practice? These 5 tips will help you get started:

Define your target group very precisely:

Make sure it is selective so you can address them as personally as possible! The more closely you can define your target group, the more impact your communication will have on your customers or prospects. For example, are you sending a discount voucher for children's clothing? Then make sure this does not fall into the mailbox at an address where senior citizens live - to give just one example.

Keep the timing under control:

The maildate can be crucial to its success. So always make sure you know the day(s) you want people to receive it in order to generate the best possible response. Discounts for Christmas? Drop them 4-6 weeks in advance, for instance.

Be convincing:

Be ready and clear in your communication, and go for activating language. Make sure your product or service is well described and that the purpose of your communication is clear.  If a product or necessary action is not clearly described, recipients will very quickly back off.

Make it measurable:

There is virtually no point in sending out communications that you cannot subsequently measure how they were received. So make sure you have promo codes, barcodes, actions... that you can link to a measurable system with which you can monitor response as accurately as possible.

The more personalised, the better!

Common knowledge in the marketing domain: the more targeted you address your customer, the better it will be! So personalise your communication as much as possible. Addressing your customer/prospect with at least his/her gender and surname, for instance, ensures a personal style of writing...

This is how MCLS helps you with your direct mailings!

Are you also convinced of the 'power of the DM'? Or have you been using direct mailings as a marketing strategy for some time - but it just won't work? MCLS will gladly assist you! We make sure you find your target group and can start mailing the right addresses.

Convinced? Get in touch with us now