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Direct mailing is an underrated way to drive leads to a business without costing an arm and a leg. Unlike other forms of advertising, you can measure direct mail effortlessly. You will be able to track your analytics consistently. Tracking analytics will enable you to estimate how many leads will be entering your pipeline. Before we head ahead of ourselves, though, there are three vital tips that you will need to follow. These simple tips will ensure you make the most out of your direct mailing campaign.
First: Your Headline Matters
We emphasize that the headline you choose is the most important aspect of your direct mail. Nothing beats an eye-grabbing, thought-provoking headline. It’s the first thing your leads will see, and it’s what will determine if they continue reading or not. People get bombarded with advertisements daily. You will need yours to stand out if you want it to be seen or considered. It needs to be easily digestible, relevant, and impactful to what you’re pitching. Make a list of all the titles you can think of and go through them. You want to pick the very best one for the content.
Second: Determine Your Target Audience
All the effort you put into direct mail is a waste without knowing your target audience. These are the people whose business you’re trying to gain. These are the people you want your advertising message to land with. Find your niche and market to it. You can do this in many ways. A list broker is an efficient means to an end for this step. List brokers will sell you large amounts of contact information for prospective customers. These people are relevant to your niche. It’s preferable to cold-mailing large swaths of people in a neighborhood.
Third: Personalize Your Direct Mail
Personalization is the final measure to garner attention to your advertisement. Once you have your headline and know your audience, you want to send mail that is as personalized as possible. People respond way better when something addresses them personally. If it seems like a mass-mail attempt, it will get brushed off and discarded. There are lots of ways to do this. Hire a company to send handwritten letters, for example. You could also include a small, inexpensive gift in the envelope, such as candy. Little things go a long way.
If you follow these guidelines, your direct mail will land far better. It will capture the attention of prospective leads. That will drive awareness of your business. Since it is so simple, inexpensive, and practical, a direct mail campaign is sure to help your business. That is, as long as you make sure to do it properly.
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