Sell Direct Mail that Delivers for Clients

Industry professionals offer tips for creating successful direct mail campaigns.

The whole idea behind direct mail is to deliver messages that command attention and inspire a response. Manufacturers and distributors experienced in direct mail sales know that specifically targeting likely prospects—rather than appealing to the masses—and speaking to recipients with highly personalized messages increases the chances of eliciting that response.

There are also some basics with regard to project planning and design that industry professionals pay heed to. For starters, both Michael Weinzierl, president of Professional Graphic Communications, Sewickley, Pa., and Dan Reid, marketing manager for Thorn Hill Printing, Freedom, Pa., stressed the importance of effective mailing lists for successful campaigns. Weinzierl explained that after clarifying customers' objectives, distributors typically secure the mailing list. "It's one of the services that a distributor provides on direct mail projects, and it offers good profit margins," he said.

One reputable list broker that Weinzierl partners with is Fort Meyers, Florida-based AccuData (www.accudata.com). The company provides a comprehensive service for targeting consumers in a variety of categories, including age, income, hobbies/interests, profession, gender, birthday, credit, children and pets. "You can target just about anything but religion," he added. A good list company can also offer valuable assistance to distributors.

Reid pointed out that, on occasion, the customer will provide the distributor with some type of mailing list. But, regardless of who secures the list, establishing the target group and determining the count is essential to the quote process. "Without a target, you don't know if you're dealing with 2,500, 25,000 or a quarter of a million pieces," he said. "Once distributors have a count in the targeted area, they can go forward with the quoting of mailing services and printing."

Weinzierl suggested planting "seeds" in mailing lists and running test mailings to monitor some quality control elements, including on-time delivery and initial impact. "Distributors can have mailers sent to themselves to make sure that the piece is, in fact, delivered and on time," he explained. "Also, doing a small mailing—perhaps to only 5,000 prospects out of 100,000 total—helps to gauge response before the remainder are mailed out." When working with a new mailing list, Weinzierl urged distributors to conduct mailings three or four times within a few weeks so that recipients can become familiar with the sender.

Mailers that Make It

For distributors new to direct mail, Thorn Hill Printing offers a booklet titled Selling Direct Mail Is Easy. "It is a valuable tool that gets them started in the correct direction," said Reid. A worksheet that highlights all of the key aspects of a direct mail campaign, including the proposed drop date for a project, is provided. Obviously, timing is a huge consideration since mailers announcing an upcoming sale or event must be received well enough in advance to do their job.

According to Weinzierl, a mailer announcing a sale should arrive on the closest day possible to the start of the sale; otherwise, the recipients may forget about it. "When it comes to selling cars or furniture, for example, advertisers want to take advantage of immediate needs," he continued. "So, if the sale starts Thursday, the mailers should arrive by Tuesday or Wednesday." There can be a little more leeway with other types of purchases where the need may not be so pressing—perhaps sales throughout large department stores. "For dated projects, always go first-class," recommended Weinzierl. "Otherwise, the standard postal rate is fine."

While some customers will handle the design aspects of the project in-house, those less experienced or lacking in resources may look to the distributor for guidance and advice. Weinzierl reported that die-cut shapes, interesting folds, oversized envelopes, dimensional boxes and four-color process are ways to entice recipients to give their attention to mailers. In addition, including premiums, pull-outs, action-oriented stickers, sticky notes and perforations are ways to involve recipients. "Adding a premium will double response," observed Weinzierl. "Putting a pen inside an envelope, for example, piques the recipient's interest more than a flat piece."

At Thorn Hill Printing, distributors frequently bring in direct mail orders for fundraising organizations, the AARP, AAA, emergency medical services, animal rescue leagues and The Salvation Army. Reid noted that membership drives are typically annual projects, and fundraising can come up just about anytime, so direct mail generates good repeat business for distributors. "When customers have reasonable success with returns and the way the distributor put the project together, the job isn't likely to go to someone else," he said. The jobs often include personalized letters in window envelopes, with perhaps a newsletter or brochure, and then almost always a business reply card or envelope. "Some customers will provide samples, but a knowledgeable distributor may be able to offer an idea or two that will work better than what the customer has done in the past," Reid continued.

According to Weinzierl, the main objective is to immediately focus recipients' eyes on the offer. "You have approximately three to seven seconds to hook them," he said. "The actual offer has got to be very vibrant; it must really stick out when you look at it." Layout and color are certainly important, but the wording, said Weinzierl, is perhaps even more critical. "The two most powerful words in direct mail are 'free' and 'new,' which has a connotation of 'better' or 'improved,'" he added.

"Be sure that response devices are easy to use," Weinzierl continued. "A clean call to action and an easy-to-use response device help to encourage immediate action, while coupons and respond-by dates help to create a sense of urgency." Weinzierl mentioned that he doesn't see too many business reply cards anymore. "The trend now is more toward directing recipients to visit Web sites or call toll-free numbers," he observed. "When using a toll-free number, make sure that it is repeated at least three times throughout the piece."

With regard to the customer's budget, factors that come into play include postage, printing, mail lists, addressing the piece and, sometimes, transportation, reported Weinzierl. "Budget information usually isn't provided up front," he continued. "It typically unfolds as ideas are discussed and quantities are suggested, and then the distributor brings in a proposal."

Reid reminded distributors that most mail houses won't proceed without having postage in hand. "The mail house asks for a list that it sorts and certifies as to quantity, and then comes back with a determination as to the number of pieces and the likely per-piece price," he said.

Both gentlemen acknowledged that there is much to consider with direct mail, and those new to the product may find it a bit daunting at first. However, by taking small, manageable steps and partnering with an experienced vendor, distributors will discover that the profits are in the mail.

By Maggie DeWitt