Buckaroo BVGN - October 2007

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FREE eNewsletter Volume 5, Issue 10

October 2007

Creating Effective Direct Mail Campaigns

By Deborah L. Daily

Contrary to popular belief, direct mail is alive and well. The key is understanding your goals, knowing your target audience, creating an effective message and finally, proper execution. Poorly designed campaigns are expensive and ineffective.

The first step in creating an effective direct mail campaign is to decide exactly what you want to accomplish. Design, copy, format, and mailing schedules all depend on your objective.

What are Your Goals?

•		Prospect for customers
•		Enhance interest in a new product or service
•		Generate orders
•		Let valued customers know about a special sale
•		Drive traffic to your store, website, etc.
•		Generate leads for your sales force
•		Maintain relationships with existing customers
•		Increase Brand Awareness

Who is Your Target Market?

Up to 40% of the success of your mailing depends on getting your promotional material to the right people. Identifying and selecting the right criteria for your audience is essential. Direct mail offers many benefits. It can be targeted and personal. By focusing on the audience you want to reach and addressing individuals by name, you can tailor your message and appeal to a variety of needs.

Direct Mail is Targeted, Personal, Focused,
Tangible, Measurable & Flexible...

Unlike the web, a direct mail piece is tangible. Not everyone likes to receive messages electronically. There are many who still prefer to put your "postcard/message" on the bulletin board or carry it in their day planner as a visual reminder. Through a variety of techniques direct mail campaigns are measureable and responses tracked. Direct mail provides flexibility in two ways: the message format and the number of recipients. Unlike email, you have the freedom to send direct mail to anyone you choose.

Tips for Creating Effective Direct Mail

1.		Lead with your strength. If you have a great offer, make it the most prominent element of your package. Focus on a unique product or service.
2.		Tell your readers exactly what you want them to do. Ask for an immediate response, and give a little extra push with an "offer expires" date or a "supplies are limited" phrase. The more specific the time frame, typically the better the result (e.g. Sale Ends Saturday vs. Sale Ends Saturday, November 2nd at 5:00 PM!).
3.		When using an outer envelope, design it carefully; include specific, enticing "teaser" copy. Research shows that recipients spend just one second deciding whether to open or throw away your mailing.
4.		Make sure to focus on your reader's most important concern: "WIIFM - What's in it for me?"
5.		Use a P.S. in every direct mail letter. Make it as intriguing as possible, and restate your offer. The P.S. is often the first thing people read.

Be Visible. Get Noticed.

Utilizing direct mail in tandem with other marketing tools can produce effective results. For more information about developing your direct mail campaign, contact Buckaroo Technology Group by calling us toll free at 877.344.0290 or 317.845.0830 or click here.

Save the Date...

Women Connecting Globally
NAWBO Holiday Luncheon

DATE: Thursday, December 13, 2007
TIME: 10:30 AM to 1:30 PM
PLACE: Indianapolis Marriott Downtown, 350 W. Maryland Street
Click here for more information or to register!

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Buckaroo Technology Group Incorporated
7987 Wolford Court, Suite 200
Fishers, IN 46038