Rational Marketing

Creating and producing direct mail advertising can get very expensive. But that does not mean you have to spend a fortune. You just need to know how to make the most of your dollars.

Mail to your best prospects or customers first.

Don’t drop huge quantities all at once. If you are mailing 50 letters to sell more to your best customers, 250 cards to convert first-time buyers to repeat buyers, or thousands of pieces to find qualified prospects, it’s all direct mail, it is measurable and accountable.

Maximize your return. Whenever you invest in postage to communicate with your customers, increase your yield on that investment by also asking for referrals, offering an incentive for new product ideas, direct them to a special page on your website or give them a “Yes or No” option to respond (Yes, I’m ready to buy now … No, I’m not ready now but I do want to stay informed about new products and services).

“Pass-along”. Increase your total exposure without increasing your costs. Ask the recipient to give your mail piece to an interested friend or co-worker. Make sure to provide some kind of a “thank you” for doing it and create a way to track this response too.

Make the postage stand out. Use a different looking stamp or indicia to gain reader interest and attention.

Stretch your budget. Use a more expensive printed mailing piece to your best customers or prospects and less expensive postcards to your secondary targets.

Effective direct mail does not have to cost a fortune.