Mailpost Peter Kritas

Does direct mail marketing still work? We have the internet, billboards, T.V commercials and sponsorships for bog causes and concerts and events. Do we still need to do direct mail marketing?

Advertising, when done properly, is never a bad thing and is never a mistake. That goes for direct mail marketing as well. The question here is not if you should or should not do it. The question is if you have the capabilities and proper strategy to do it. When making a direct mail marketing campaign, you have to plan it from the first letter and the envelop to the number of paragraphs you have in the letter. Everything needs to be planned out and everything needs a reason behind it.

Start with what you expect from your direct mail marketing campaign. If you don’t have an end goal then you won’t know if you succeeded or not. What are you looking to get from it? What kind of a response are you looking for? If you have a number in mind, where did you base the number on and id it realistic? After you have your goals, set them in order and do the next thing.

You need to determine how long you’ll be spending on this project, how much you’re willing to spend in it and where your resources are coming from. Decide on who does what. You need a design, you need a test run, you need examples or the colors, the look, the text etc. Everything needs to be decided before you start. Who is going to do the mailing for you and how much is it gonna cost you.

Decide what form of mail are you going to send out and does it go with your budget? You have choices of postcards, snap mailers, catalogues, envelop mailers or are you going to send a box with a sample, a CD, a gift of some sort etc. There are so many choices, and after you go through all of them and you’ve made your decisions on everything, then you take the plunge and go for it.

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