The Full Potential of Direct Mail Campaigns

Direct mail may be a familiar option for most small business professionals. Only a fraction of them, however, leverage this medium to its full potential. The flexibility of its usage, as well the ability to measure results, make direct mail an attractive marketing tool.

Perhaps you are trying to raise awareness about your products or services, or you are looking to generate new customer leads, or maybe you are simply reinforcing your message to existing customers. Direct mail campaigns can serve a myriad of strategic objectives.

Here are a few suggestions to consider before your next direct marketing campaign:

Begin with the end. First and foremost, determine your desired goals and the anticipated end result. How wide do you want to cast the net? Is it a local, regional, national or global campaign? Who needs to be reached? Who shouldn’t be reached? Is it better to target or blanket the market? Which demographics represent your core constituency?

Having these answers will help you craft the best strategy at the inception of your campaign, and you will consequently save yourself both time and money. [Read more…]

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