Direct Mail Basics – What All is Usually Included in a Direct Mail Campaign?
If you are planning to use direct mail to promote your business, there are some things you should know. Here is a basic guide to direct mail: what it is made up of, how to buy a list, how to print a piece, and how to track results. In addition to this, you should also know how much it costs to purchase a direct mail list and print a direct mail piece.
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Content of a direct mail piece
There are many ways to write copy for a direct mail piece. But the most important element of a direct mail piece is the offer. A well-crafted offer spells out all the benefits a prospect can get by taking action. And it must be so valuable that the prospect can’t refuse it. To grab the reader’s attention, you must use words that make them want to know more. Listed below are several tips for writing compelling copy.
When writing copy for a direct mail piece, remember to include the benefits of the product. If a consumer is able to read the offer, they are more likely to take action and buy it. But if they don’t, they won’t. So, the best way to increase the chance of a potential customer purchasing a product is to write the benefits in a way that they can understand. For instance, if the product offers a $10 discount for a pub meal, a person reading the offer will likely save it for later.
Cost of buying a direct mail list
When buying a direct mail list, you have several options. Most direct mail companies will charge a one-time setup fee. For most types of lists, this fee is no more than a few hundred dollars per thousand names. The price of lists with psychographic or geographical data is generally higher. Business email lists can be as expensive as $400 per thousand names. You should consider your main objective when buying a list and the cost before you sign up.
The first option is the universe of all addresses. No company has a complete database of every single address in the United States. The USPS processes about 37 million address changes every year, so no list is 100% accurate. You could get away with paying as little as three percent less for a mailing list. But you should know that mailing lists can cost as much as $250 if you target specific professions. For this reason, it’s best to go with a list that offers at least a 95 percent deliverability rate.
Cost of printing a direct mail piece
The cost of printing a direct mail piece depends on the paper stock and page count, as well as the type and number of elements per side. There are a variety of options for paper stock, including different finishes and coatings. While many factors are variable, some things are consistent, including the price of postage and the number of pieces. The more components and labor involved in producing a direct mail piece, the higher the overall cost.
The cost of printing a direct mail piece can vary widely, from 30 cents to $10 or more per piece. The cost can be as low as 30 cents per piece, depending on the volume of mails you send out. There are some ways to save money on printing, though. DIY is a great option for a basic direct mail piece. Templates can be found online for as little as $10, and you can even do it yourself for cheaper than you think! However, if you want to hire someone to design your direct mail piece, hiring a professional is also an option.
Tracking results of a direct mail campaign
When tracking the results of a direct mail campaign, you’ll want to look at more than just the response rate and return on investment. For example, if you’re an outdoor repair or landscaping business, you can find out if a certain mailer generated significant interest by determining how many people clicked on the URL or took Step 1 after reading the mailer. Then you can adjust your mailing schedule based on that information. Tracking the results of your direct mail campaign will also allow you to accurately estimate how many phone calls you’ll get during certain periods. This way, you can avoid severe understaffing and other problems that can come from underestimating response.
Response rates refer to the percentage of people who responded to a direct mail campaign. Direct mail house and prospect lists typically have response rates of around 5%, but the actual rate can vary, especially if your product is complex or expensive. To determine your response rate, you need to track every method of contact, including online forms and telephone calls. Another useful metric is the conversion rate, or order rate. If you’re sending a mailing to a large group of people, you can look at how many people bought something based on the response rate.