Direct Mail Marketing

The Internet is a powerful tool. When used wisely, it can spur growth for companies in leaps and bounds. Emailing has revolutionized the way people communicate and has forever changed the pace at which we exchange information or reach out to others.

Companies that know how to harness the opportunities presented by high-speed Internet connections and email can be successful in their product launches and customer programs. Through direct mail marketing, they get in touch with the right market segment that can push their sales. And as the world gets hooked on global commerce, companies are finding growth avenues in offshore markets. And advertising to these new potential customers is done quickly and cheaply through emails. It is no wonder that today, courses on direct mail marketing are being offered by academic institutions.

Direct Mail Marketing Course

Commerce is constantly evolving. Those who want to be successful need keep track of these trends. If your company is not yet utilizing the power of direct mail marketing, then maybe it is about time you send your staff to a direct mail marketing course.

The course will equip your staff on how to write copy that work in this kind of marketing scheme. They will learn which phrases or styles of writing work and which do not. The principles of advertising and marketing will be tackled at length. From crafting effective messages, they will also learn how to lay out interesting communication tools: flyers, brochures, etc., to hook readers. When people automatically throw out ads in the mail, you need to devise ways to catch their interest long enough for them to read what you have to say.

The success of a direct mail marketing campaign rests on logistics as well. You have to make sure your intended clients receive your mail. Your staff will need to learn about the practical and cost-effective means of mailing your materials.

So You Think You Know Email Marketing?

Email Marketing can be the most powerful advertising and marketing tool out there. It is quick, efficient and cost effective, if done in the right way. If done properly, you can cut costs by saving on postage, advertising and so on. You can also evade the stress of whether or not users will come across your ad or content and actually connect with you. Email marketing allows you to directly connect with online users in many ways shape and forms.

There are many types of email marketing, the two main types being Opt-in Marketing and Third Party Marketing

Opt In marketing may take longer to achieve results, but it is well worth the wait. Customer lists are created organically through subscriptions and comment card and will result in your list being honest and useable. Your audience in this instance will want to hear from you and will interact more frequently with your content and business.

Third Party Marketing can be considered a little more tricky and unreliable. Third Party Marketing is when you purchase email lists from third parties. There are a number of factors that will affect the results of such a campaign, including the quality of the list you purchase and the users connection with your product or service.

Once you have figured out what marketing type you wish to go with, you must start looking at the key elements of your strategy.

1.) PLAN

Start from the bottom and work your way up. Make your plan and highlight in it:

Budget
Demographics
Geographical locations
When it comes to email marketing there is no ‘one size fits all’ and you must be clear from the beginning where exactly you want to take your campaign and how you wish to run it. Take into consideration what type of emails you wish to send, where you will send them and when they will be sent. Do you wish to start by simply advertising? Offering information about a specific service or product? Or, do you wish to begin by getting down to the ‘nitty gritty’ and sending out those greatly appreciated and received promotional codes?

2.) CONTENT

It goes without saying that in order to grab the readers attention, our content must be interesting and engaging. It must be relevant, informative and of the highest quality. Getting it just right is what is needed here, writing too much or too little can be dangerous and fatal to your campaign. Give your email a clear heading, make it stand out from the others and ensure that the content itself does not bombard or starve the user.

3.) DESIGN

When coming up with a design for your email, it is vital that you are aware of the common traps that most fall into. Creating the perfect design for your email marketing campaigns does not mean including as many eye-catching and colourful banners and pictures as possible, it is about being clear and concise! Many forget that most email users are using their mobiles and that the layout and design of an email is displayed completely different on a mobile than a desktop. Another thing that you must pay attention to is the use of images. Images are not automatically displayed on an email, therefore it is of utmost importance that we do not rely merely on images to engage the reader and call them to action. The images that we use must simply add to the content that we have added textually. Last but not least, the most important part of our design is the call to action. Where we will place our call to action will be the difference between our emails having the effect we desire, or completely flopping. The call to action should be placed at the top of the email or somewhere where is it clearly visible and must draw the readers attention, this is after all the whole purpose of the email.

4.) CODE

It is advisable here to use HTML code. Many email services still do not support CSS layout and let’s face it, we do not want to run the risk of our emails becoming disabled when they reach the inbox. You may be using an email blast programme that allows you to simply input your text / content into their pre-designed and coded formats, or you may wish to pay for the extra service of a custom design. Either way, make sure you code your email in the correct and most user-friendly way.

5.) TESTING

It goes without saying that your email has to be tested before it is sent out, we can hardly send out thousands of emails without knowing how they will look and work first. You should always check the following most important parts:

Visual aspect – Look at your email through the end user’s eyes: How does it look? Is it what you expected? Is the layout clear? Can all banners and text be seen?
Headline – How does it look in your inbox? Does it stand out? Would you open it?
Content – Is your call to action where it’s supposed to be? Will it actually call people to action? Is your address and contact information visible? If someone wants to unsubscribe, can they clearly find the link to do so?
6.) KEYWORDS

Keywords can grab the attention of the reader, or they can get your email spammed. When writing, we automatically use some words without thinking, but when writing our subject line we must be careful not to use specific keywords that may be picked up as spam. The list of keywords that can trigger spam filters to spam our mail is unfortunately quite long, here are a few examples of words to avoid using:

As seen on
Guarantee
Buy Direct
Clearance
The spam filter will add up the amount of ‘spammy’ keywords you have used and then decide on whether your mail is spam or not, so choose your words wisely.

Think Direct Marketing, Think Sales: 4 Ways to Guarantee a Strong Demand for Your Next Product

The success or failure of any direct marketing business is determined by one single most important factor… sales.It’s conceivable that one of the reasons responsible for the marketing gimmicks so commonly seen on television, radio, print – and other media – that are not focused on making sales, is due to the lack of confidence in the product.Knowing that there are buying customers waiting – better yet, knocking down the door – for your product would be a huge boost to confidence and wouldn’t require the “glitz and glitter” that advertising typically comes with.A natural demand for your product provides you the best opportunity to make sales faster, more frequently, and in larger quantities. So how can you tell whether or not there is enough demand for your product?Below are four important elements that will help determine the demand for your product or service:1) Need. The smartest marketing strategy along with world class copy couldn’t sell to people who don’t need your product or service. This is the number one reason people will not buy your product or service. They don’t need it! Be sure not to waste your time and money by marketing and trying to sell to those who do not need what you have. Your attempts will be met with indifference and inaction.2) Perceived value. Price and value go hand in hand. Sales and marketing is all about building value in the eyes of the consumer that far exceeds the amount of money you’re asking her to part with. If, as a direct marketer, you can accomplish this, you will have no problem selling your product. Of course, having a great product helps!3) Trust. There isn’t a person in this world who would purchase anything from any one else who they did not trust. Consumers are constantly evaluating companies that they either need or perhaps want to do business with. Through basic powers of observation, a consumer has developed that “gut feeling” that could – and many times does -cost a direct marketer the sale.4) Delivery time. Studies have shown a direct correlation between sales and the length of time it takes customers to receive their order. Obviously the faster, the more likely they are to make the purchase and vice versa. If you can get your product out the same day, or maybe an information product that is instantly downloadable, that becomes another sales point that will encourage the prospect to pull the trigger. However, if you offer same day shipping, be sure it goes out the same day.It doesn’t matter whether the business is on the Fortune 500 list or it’s your local corner store bakery. One thing they both share in common is their perpetual need to generate sales.Marketers have had a tendency to get carried away with elements of business that don’t, or cannot be proven to, have a direct connection to such needed sales. When it comes to making the sale, the pre existence of strong demand for a particular product will always tilt the scales success in your favor.