Tips & Techniques

Direct mail is a highly effective way to reach and repeatedly expose your prospect to your sales message and to positively influence his or her decision.

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Repetition, Repetition, Repetition

Repeatedly mail the same  or slightly changed direct mail package or letter  to the same people.  Often a constant logo and color scheme can become an identifying aspect of a mailing.    The average person is exposed to an overwhelming assortment of sales, marketing, and advertising messages every day.   Repetition can be a key element of triggering recognition, trust and memory.

How frequently should you send your direct mail? Depends on the purpose and goal of your mailings.  Quarterly is probably a good idea for starters. But, as with everything else in direct mail, test to determine the optimum frequency.

Send a series of mailings to qualified prospects

• Make sure your list contains qualified prospects. The emphasis is on "qualified".  
  
• In every mailing, always give a reason and a method for responding. 
  
• Always ask for some kind of action.  Remember, those that don't respond at first may very well respond later. 
  
  

  Secret #1:  Repetition, repetition, repetition.

Bottom Line:

As any successful salesperson knows, the bottom line is: You've got to stay in front of your prospect through repeated contacts -- whether that's through direct mail, by phone, in person or, as is most likely, a combination of activities.   Not just any contact, but meaningful, informative, educational, persuasive contacts.

Direct mail -- salesmanship in print -- is one of the most effective and profitable tools any business has at its disposal with which to achieve this repeated contact. It’s the ideal way to build relationships that lead to increased sales. 

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