Direct Mail is a Proven Sales Builder

Direct mail is one of the strongest sales builders proven over time. It invades the mailbox of an individual or company and depending on the content, design and strength of marketing appeal, it will yield increased sales!
This is the first installment in a series of articles on how companies can effectively use direct mail as a form of building sales, product awareness, company image, walk-in or call-in traffic and a host of other benefits. Many corporations use publication advertising, internet marketing, signs, yellow page ads, radio and TV spots and other forms of media to attract and retain customers and prospects. Many media have found themselves in a tough place with the advent of the internet.
But few media have produced as consistent results as direct mail.
In this installment of the series, the focus is to introduce you to the spectrum of what other companies have used direct mail to provide. This will get you thinking of some applications for your own organization.
Newsletters are a key way that people communicate through the mail with their clients and prospects. This information-oriented method is useful not merely to inform, but to motivate the reader, in a “soft sale” sense, to get connected to your company. The most effective newsletters have very little outright in-your-face sales promotions. They contain compelling articles that make a person feel like they didn’t waste their time. The reader gained something of value with their time investment.
Postcards and self-mailer brochures are popular and strategic methods of expanding your sales and marketing. Special offers, image builders and monthly customer connection pieces are all great ways to build awareness of your product and services. Design, well-written copy and effective presentation make the difference in direct mail.
Postage plays perhaps the largest roll in the cost of getting the mailer out. Using a company that knows how to lower your rates through thorough preparation of the mailing list is important in saving you money. Designing an “oversized” postcard can give you market appeal, as well as an “oversized” postal bill. If you do the oversize route, be confident that the oversized postage produces an oversize return on your investment.
In future articles, I will focus on developing effective direct mail campaigns, launching a newsletter, making a strong sales brochure mailer, developing a powerful sales letter, and several other winning ways to get a great return on your investment of dollars and time…through the mail.