How to use direct mail

Whether you’re a local lawn care business or a multinational corporation, postcard marketing is a great way to get loyal customers to try out what your business has to offer. First time customers are one thing, but to keep a steady stream of those first time customers and to keep them coming back, you’ve got to have establish consistency and repetition.

How Often Should You Mail Something?

To stay top of mind with your client base the Direct Marketing Association (DMA) recommends a mailing frequency of every 21 days. Most top companies stick relatively closely to that – usually every 30-45 days to ensure three things:

  • Their customers know they’re still in business
  • Their “irresistible offer” for the month is spelled out for them
  • They’re promoting their brand, driving offline traffic online and staying connected

They do this first by knowing their customers well enough to know which offers most appeal to their specific customer type. In other words, they do their homework first! Then the wisest develop a multi-layered approach to their marketing and develop a well thought out postcard campaign that not only allows them to stay in touch but also has the ability to build on itself, create a sense of urgency and even help them develop a following. The most effective campaigns actually have your customers calling YOU if they feel like they’ve missed a mailing!

How Much Is Too Much?

How do you stay in touch consistently without becoming a nuisance? That’s a question we get asked a lot! Becoming a nuisance is pretty hard to do through the mail. You’ve got to know your customer and depending on your service or product, use your best judgment. Put yourself in their shoes. If you’re an automotive repair shop and you’re giving a five dollar discount on oil changes, it would be smart to send out another postcard in about three months when the next oil change is due. Even in the lawn care business, can’t mow the grass in the snow, but you could give an excellent deal on snow removal. You got to use your creativity. Keep your content and your offer relevant and timely!

Follow The Leaders

Using your postcards as coupons is another great idea. You can send out postcards once a month to customers and if they start bringing them in you know you’ve got a winning campaign. Look at the success of the Bed, Bath and Beyond postcard campaign. I know people who stockpile those postcards, and can’t wait until they see that familiar blue and white card in the mail so they can shop at one of their favorite housewares stores! If that strategy works for a multi-million dollar company who already did all the research, why wouldn’t it work for you? It’s when they start coming in without them is when you got to decide what to change on your postcards. Once you’ve mastered the message, frequency and target audience that works best for your customers and your business, you can tweak things here and there to continuously make it better and deliver fresh ideas to your customer base!

Set It And Forget It!

How cool would it be if you could set up all your direct mail marketing on autopilot? I mean, plan it once, the designs, the messages, the target market, the frequency and hit GO! This does exist! Automated birthday marketing, automated new mover mailings, life event trigger mailings…all exist. Even automated launch platforms. These systems are designed to set it up once, understand the optimum frequency for your mailings and launch on your behalf while you focus on doing what you do best.

The subject of appropriate frequency is truly a subjective topic. What works for some may not work for others. We simply recommend testing. Testing frequency, testing offers, testing messaging.

How Direct Mail Really Works

Direct mail is one of the most reliable and effective media you can use – whether you are marketing a product, a service or a brand – whether you’re marketing business-to-consumer or business-to business.

Direct mail allows you to send targeted communications in a relevant, one-to-one method that conveys the individualized benefits of your product, service or brand to specific, targeted audiences. You can use direct mail to generate sales leads, develop your corporate image, educate customers, create brand preference, introduce new products or even promote your Web site.

The real power of direct mail goes even further. Direct mail gives you the ability to initiate and nurture relationships with your customers that turn a single sale into an ongoing “reciprocal” partnership.

In fact direct mail was the first marketing media to ask customers what they want and respond. Through direct mail, your customers can get to know you and give you the knowledge you need to meet their specific needs. And that builds relationships and sales.

So, how does successful direct mail work? While there are a number of basic rules you should know about (see How To Make Direct Mail Work For You) there are four fundamentals that are proven direct mail success builders:

  1. CONCENTRATE ON THE CUSTOMER. The most important part of successful direct marketing is the importance of the role of the customer and your role of listening to that customer and responding. By listening to your customers’ responses (their needs and wants) you have the chance to offer them what they want – from the first sale to the one millionth.
  1. MANAGE THE RELATIONSHIP. Direct mail is built on building and maintaining the customer relationship. With the right customer database in place, you can use this knowledge to develop personalized and targeted marketing communications that build these customer relationships over the long term.
  1. MAINTAIN CREATIVE INTERACTION. Once you have established a dialogue with your customer though prospecting efforts, it is essential to continue to interact in a positive and consistent way. By constantly measuring response and listening to your customers, you have the chance to know what pleases a specific group of customers and, most important craft messages and offers that will add value and enhance success.
  1. PROVIDE EXCEPTIONAL VALUE. Giving value they can trust is vital to the long-term value of each customer. Smart direct marketers invest in the prospect or customer by providing outstanding value and service.

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Just a few years ago, the U.S. Census Bureau reported the number of millennials (born 1981 to 1996) had surpassed baby boomers (1965 to 1980) by 83.1 million to 75.4 million, respectively. Generation Z, also simply known as Gen Z (after 1996), is creeping closer to the age where they will be making purchases. Business Insider estimates 82 million consumers will be part of this age group in 2026. And let’s not forget about Gen X (1965 to 1980). They’ll still comprise a good portion of the consumer population, at an estimated 65 million.

As time goes on, some generational populations will decrease while others inflate, so it’s important to learn how to market to each using direct mail.

This helpful guide instructs how to use direct mail for each generation.

Baby Boomers

Direct mail has always been a part of the baby boomer generation’s purchasing experience. They received trusted information about their credit cards, bills, and insurance through the mail. They scoured catalogs to find the perfect piece of furniture for their home, and flipped through a brochure to find out the latest fashion trends.

The U.S. Postal Service (USPS) consumer and markets insights presentation “ Review of Mail Moments ” reported 88 percent of boomers agreed with the statement “I take time to look through my mail” and 83 percent assented to “I really value reliability of mail.” A majority of baby boomers also stated they would rather have a paper bill than digital.

Data marketing company Epsilon’s “ Age Matters: A Guide to Cross-Generational Marketing ” researched the similarities and differences across generations, including behaviors and preferences. It defines baby boomers as active spenders. They’re generally approaching retirement, have money to spend, and purchase premium brands. These characteristics should frame your message to this age group.

Baby boomers often view purchases as investments, so you should convey the long-term value and provide customer loyalty offers. Add personalized elements to ensure they feel important to your brand. Ensure you’ve written your message in clear, easy-to-read language and incorporated an identifiable call to action (CTA). Although they are an older generation, they don’t want to feel as such. Keep the design crisp and clean, plus use images with age-appropriate models enjoying time with loved ones.

Generation X

According to Epsilon’s guide, Gen X is often ignored by marketers, however, they spend the next highest amount after boomers, at $357 billion annually. Generation X’s characteristics and behaviors typically fall between those of the millennial and baby boomer generations.

Sixty percent of Gen Xers pick up the mail at least six days a week and 57 percent review, read or sort through it at least six days per week. According to the USPS study, 72 percent typically receive bills through the mail.

This age group is at the height of their careers, making the highest income they may make. They balance this with having children and caring for their families. This means they’re busy, so keep your message short and to the point. Ensure your CTA is clear. When marketing to Gen X, keep in mind this group is redefining age. They’re living healthier lifestyles and staying active, so incorporate images that reflect this. Because the age bracket has lived through multiple recessions, they’re often skeptical and cautious about purchases or investments. You must earn their trust by being transparent and authentic.

Millennials

Although many believe millennials are glued to their smartphone screens, the generation is often looking for opportunities to break from this. Direct mail is one way for them to hold and view something tangible.

The age group has proven to utilize and welcome mail. According to the aforementioned “Review of Mail Moments,” 86 percent of millennials are most likely to pick up the mail at first opportunity, and 92 percent personally sort it. A USPS survey also found that a majority of millennials said receiving mail makes them feel special.

The USPS created a guide titled “ Still Relevant: A Look at How Millennials Respond to Direct Mail ” to help companies understand why millennials respond to mail and how to create an appealing mail piece. It suggests combining multimedia and digital with print. Utilize QR codes or augmented reality to transfer the experience from the mail piece to the internet. Your messaging should be authentic, as well as short and easy to read. Try to avoid slang, as it could turn the audience off. Millennials are drawn to campaigns that donate a portion of the profits to a particular cause, so, if it feels right for your company, support a nonprofit.

“Use retargeted direct mail to match customers’ IP addresses to their physical addresses,” states the study. “This allows you to follow up with personalized direct mail based on users’ actions on your website, mobile app, email or social media.”

Generation Z

The Epsilon study found Gen Z adults spend more than any other generation per year splurging on expensive products in stores because they like the speed and immediacy.

“They mainly spend on retail, restaurants and entertainment,” it states. “Not surprisingly, Gen Z spends more with industry disruptors such as Uber, Airbnb, Netflix, Spotify and iTunes—demonstrating their comfort with tech and a desire for personalized experiences.”

They also heavily rely on the opinions and reviews of celebrities and influencers, so you may want to incorporate some into your campaign. Plus, they have their own influential clout with their parents and grandparents in the older generations. So, when you’re marketing to Gen Z, the information will carry through the household. Generation Z is the most ethnically diverse generation in history and the most open-minded, so keep this in mind when crafting your message. The youngest age group also wants an extremely personalized experience, so you must use variable data printing to customize individual mail pieces at scale.

Ensure your marketing campaign reaches every age group with the messages they want to receive. Design Distributors can help you develop the perfect campaign for every generation. Contact us or get a free quote today.

Direct mail is now making a comeback in the marketing world, where businesses are sending physical mail to deliver news and reinforce their brand.

By: Joyce Walsack, CO— Contributor

Once derided as junk mail, direct mail is making a comeback, thanks to improved data collection and the uncluttered state of today’s real-world mailboxes. Many small businesses consider it a key component of a well-rounded marketing effort.

Sending high-quality mail pieces to exactly the right households requires a significant investment. We’ve put together some tips to help you maximize your direct mail budget.

Determine your goals

An effective direct mail campaign requires the expenditure of time, creativity and money. Defining the desired outcome will be crucial to the success of every other step. Your goal could be:

  • To deliver news. You’re launching a new business or opening a new location. You’ve won an award. You’re introducing a new product line.
  • To increase traffic to your website, physical location or both.
  • To reinforce your brand. Even digital natives are turning to direct mail to increase brand recognition.
  • To capture missed sales. Direct mail can be an effective second chance to connect with shoppers who abandoned a cart or visitors who left your site without making a purchase.

Make a budget

How much you spend on your direct mail campaign will be influenced by your overall marketing budget and the value of the anticipated outcome. While these factors are unique to your situation, they can be correlated to other forms of marketing.

According to Neil Patel, the ROI on direct mail is roughly equal to that of social media advertising, and nearly twice that of online display ads. Knowing what you spend on those and other channels will help you produce an accurate direct mail budget.

Weigh all of your options

There’s more than one possible objective for your direct mail campaign and more than one way to bring it to life. With a basic budget in hand, you can explore various production possibilities.

  • In-house. Use your own customer data—perhaps augmented by lists from vendors like Salesgenie and ExactData. Design your own mail piece and have it printed locally or through a site like VistaPrint where you will find templates and design advice. If you take this route, be sure to explore postal rates as well as regulations on sizes.
  • Outsource. Turn the entire campaign over to a full-service marketer with the expertise to plan a campaign, print the materials and target your audience with precision. Knowing exactly what your goals and budget are will be essential to finding the right partner for you and your business.
  • Join a team. For some businesses, sharing space in a direct mail envelope is a great way to burnish a brand. Companies like Share Local Media specialize in helping tech and e-commerce companies make the leap to offline marketing.

With the killer customer data available today, the best strategy may be sending fewer but more impactful pieces.

Design, design, design

Whether you rely on in-house creativity or outsource the work, make sure you maximize the visual potential. There’s at least one adage technology has not altered: A picture is still worth a thousand words. Be strategic in every aspect of the design. Your photos should be Instagram-worthy; your colors and font should reinforce your brand.

For e-commerce businesses, the consumer’s transition from print to screen should be nearly seamless. A QR code should lead to a unique landing page. Adopt the most attention-grabbing format the budget will allow; use every design feature from oversized fonts, to die cut, to mailers spiced up with sound and video. With the killer customer data available today, the best strategy may be sending fewer but more impactful pieces.

Make it worthwhile

Every direct mail does not have to include a special offer. However, if you intend to deliver a reward to your customer’s mailbox, make sure it’s a good one. A free gift for coming into your store should be something your customers are genuinely happy to receive. A percentage discount should be considerable—out of respect for your customers’ time and for the effort you put into your campaign.

Pay attention to expiration dates. One of the advantages of direct mail over email is its longer life span—17 days compared to 17 seconds, according to Compu-Mail. Your message should have staying power. Special events that already happened or discounts that expire the day after your mail piece arrives are not only a waste of marketing dollars; they can have an overall negative impact.

Finally, be sure to track your responses. Part of a well-designed campaign is a success metric. Include a call to action: clip this coupon, buy this product, visit this landing page. Make use of this information to improve the follow-up emails—you should send at least two—and to plan your next direct mail endeavor.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Just a few years ago, the U.S. Census Bureau reported the number of millennials (born 1981 to 1996) had surpassed baby boomers (1965 to 1980) by 83.1 million to 75.4 million, respectively. Generation Z, also simply known as Gen Z (after 1996), is creeping closer to the age where they will be making purchases. Business Insider estimates 82 million consumers will be part of this age group in 2026. And let’s not forget about Gen X (1965 to 1980). They’ll still comprise a good portion of the consumer population, at an estimated 65 million.

As time goes on, some generational populations will decrease while others inflate, so it’s important to learn how to market to each using direct mail.

This helpful guide instructs how to use direct mail for each generation.

Baby Boomers

Direct mail has always been a part of the baby boomer generation’s purchasing experience. They received trusted information about their credit cards, bills, and insurance through the mail. They scoured catalogs to find the perfect piece of furniture for their home, and flipped through a brochure to find out the latest fashion trends.

The U.S. Postal Service (USPS) consumer and markets insights presentation “ Review of Mail Moments ” reported 88 percent of boomers agreed with the statement “I take time to look through my mail” and 83 percent assented to “I really value reliability of mail.” A majority of baby boomers also stated they would rather have a paper bill than digital.

Data marketing company Epsilon’s “ Age Matters: A Guide to Cross-Generational Marketing ” researched the similarities and differences across generations, including behaviors and preferences. It defines baby boomers as active spenders. They’re generally approaching retirement, have money to spend, and purchase premium brands. These characteristics should frame your message to this age group.

Baby boomers often view purchases as investments, so you should convey the long-term value and provide customer loyalty offers. Add personalized elements to ensure they feel important to your brand. Ensure you’ve written your message in clear, easy-to-read language and incorporated an identifiable call to action (CTA). Although they are an older generation, they don’t want to feel as such. Keep the design crisp and clean, plus use images with age-appropriate models enjoying time with loved ones.

Generation X

According to Epsilon’s guide, Gen X is often ignored by marketers, however, they spend the next highest amount after boomers, at $357 billion annually. Generation X’s characteristics and behaviors typically fall between those of the millennial and baby boomer generations.

Sixty percent of Gen Xers pick up the mail at least six days a week and 57 percent review, read or sort through it at least six days per week. According to the USPS study, 72 percent typically receive bills through the mail.

This age group is at the height of their careers, making the highest income they may make. They balance this with having children and caring for their families. This means they’re busy, so keep your message short and to the point. Ensure your CTA is clear. When marketing to Gen X, keep in mind this group is redefining age. They’re living healthier lifestyles and staying active, so incorporate images that reflect this. Because the age bracket has lived through multiple recessions, they’re often skeptical and cautious about purchases or investments. You must earn their trust by being transparent and authentic.

Millennials

Although many believe millennials are glued to their smartphone screens, the generation is often looking for opportunities to break from this. Direct mail is one way for them to hold and view something tangible.

The age group has proven to utilize and welcome mail. According to the aforementioned “Review of Mail Moments,” 86 percent of millennials are most likely to pick up the mail at first opportunity, and 92 percent personally sort it. A USPS survey also found that a majority of millennials said receiving mail makes them feel special.

The USPS created a guide titled “ Still Relevant: A Look at How Millennials Respond to Direct Mail ” to help companies understand why millennials respond to mail and how to create an appealing mail piece. It suggests combining multimedia and digital with print. Utilize QR codes or augmented reality to transfer the experience from the mail piece to the internet. Your messaging should be authentic, as well as short and easy to read. Try to avoid slang, as it could turn the audience off. Millennials are drawn to campaigns that donate a portion of the profits to a particular cause, so, if it feels right for your company, support a nonprofit.

“Use retargeted direct mail to match customers’ IP addresses to their physical addresses,” states the study. “This allows you to follow up with personalized direct mail based on users’ actions on your website, mobile app, email or social media.”

Generation Z

The Epsilon study found Gen Z adults spend more than any other generation per year splurging on expensive products in stores because they like the speed and immediacy.

“They mainly spend on retail, restaurants and entertainment,” it states. “Not surprisingly, Gen Z spends more with industry disruptors such as Uber, Airbnb, Netflix, Spotify and iTunes—demonstrating their comfort with tech and a desire for personalized experiences.”

They also heavily rely on the opinions and reviews of celebrities and influencers, so you may want to incorporate some into your campaign. Plus, they have their own influential clout with their parents and grandparents in the older generations. So, when you’re marketing to Gen Z, the information will carry through the household. Generation Z is the most ethnically diverse generation in history and the most open-minded, so keep this in mind when crafting your message. The youngest age group also wants an extremely personalized experience, so you must use variable data printing to customize individual mail pieces at scale.

Ensure your marketing campaign reaches every age group with the messages they want to receive. Design Distributors can help you develop the perfect campaign for every generation. Contact us or get a free quote today.

By: Ashlee McNicol

When the average person sees up to 10,000 brand messages per day, you have to get creative to make your message stand out.

What if we told you that instead of broadcasting a general message and just hoping someone will respond that there’s a way to send personalized messages to a targeted list of leads?

By using direct mail marketing, you can send your message only to customers who may be interested. Not only does this save you time and money, it makes your message resonate with the right people for better results.

What is Direct Mail Marketing?

Direct mail marketing is a highly targeted system where you mail out promotional print materials to your ideal customers. This prompts them to take action by requesting information about your offer.

Many businesses use direct mail because:
• It’s simple to use and track results.
• It’s personal.
• It’s cost effective.

According to a recent study, direct mail also results in a 10 to 30 times higher response rate than digital marketing messages.
Here’s how it works:

Step 1: Build a Mailing List

Before you launch your direct mail marketing campaign, you must first identify your ideal customers. Once you’ve established these customers’ identities, you can build a mailing list.

Direct mail can help you reach more customers by targeting your leads that have a higher chance of responding based on their lifestyle, location, demographics, etc.

Step 2: Create Your Direct Mail Piece

Now that you’ve compiled a targeted mailing list, you need to create a direct mail piece.
Direct mail may be a print material such as a flyer or post card.

Successful direct mail includes the following:
• An attention-grabbing headline
• An offer and how you can deliver on the offer
• A strong call to action
• A unique way to track responses (i.e. phone number, website URL, coupon code, etc.)

Step 3: Print and Deploy

Once you have your mailing list and direct mail piece, your printing company will print and mail.

SmithPrint makes this process simple by using digital presses, which enable us to create highly personalized Variable Data Printing (VDP). We also work with Toolbox Studios to add the power of Cross Media Marketing to create a lead-generating campaign, giving you the best results possible.

Step 4: Track Conversions

After your direct mail has been delivered, tracking results is simple. All you need to do is monitor how many people have contacted you using your unique tracking method.
No matter your goal, direct mail can help you achieve it.
Ready to Try Direct Mail?
Contact us today to see how our direct mail service can help your business reach more customers. We’d love to hear from you.

Target Your Marketing Campaigns

Choose your audience and connect. Use the free Every Door Direct Mail ® (EDDM ® ) mail route mapping tool to target addresses in specific areas, whether you’re sending small business advertisements or large corporate mailings.

Save money on marketing campaigns. USPS ® offers a variety of mail service classes and postage rates based on mailpiece format and content and mailing volume and delivery options.

How to use direct mail

Direct Mail Specialists

Get help formatting your direct mail postcards, brochures, letters, flyers, and more. Contact printers and mail service providers for advice.

Customized Direct Mail

Start a B2B or B2C conversation that turns into C2C sharing. It’s word of mouth in a mailbox. It’s Share Mail ® .

USPS Marketing Insights

Discover expert mailing and shipping tips to save money, be more efficient, and grow your business with USPS Delivers ™ .

Advertise with Every Door Direct Mail

Our online mapping tool and Every Door Direct Mail delivery service make it easy and economical to plan and execute a mailing. Just create mailpieces on your own, select postal routes and pay for postage online, and bring them to us for delivery.

How to use direct mail

How to use direct mail

Email Marketing with Informed Delivery

USPS Informed Delivery ® allows you to engage customers through integrated mail and digital marketing campaigns. See how you can reinforce your call-to-action and drive customer responses with digital mail previews that are tied to physical mailpieces arriving in mailboxes soon.

Deliver Votes with Political Mail

Promote a political candidate, referenda, or campaign using First–Class Mail ® , USPS Marketing Mail ® , or Every Door Direct Mail service. Direct mail marketing provides a personal and cost-effective way to get your message across.

How to use direct mail

How to use direct mail

Direct Mail Promotions

Enhance how your customers interact and engage with mail. USPS offers direct mail advertising promotions and incentives to help you continuously invest in the future of your business, and promote best practices for integrating direct mail with mobile technology and highlight new products and other innovative mailing techniques.

Promote Your Product with Samples

Make your direct mail marketing campaign even more persuasive by putting samples of your product right into people’s hands. See how it works and find the best formats for your product samples.

How to use direct mail

How to use direct mail

Irresistible Mail

Memorable mail in vibrant colors and lifelike textures commands attention. We call it Irresistible Mail ® . Direct mail delivers. Come explore the USPS innovation gallery to see how far mail can take you—and what it will return.

Help for Direct Mail Advertising

The right mailpiece is the secret to bringing in new and old customers. USPS third-party direct mail marketing specialists* can help you format, design, print, and send the perfect advertising campaign. USPS also offers a list of local U.S. printers.

* USPS assumes no liability for the results of any contact with any company listed on the Mailing & Printing Services page or in the printer directory. Private vendors may apply non-USPS charges.

If you are actively selling and reaching out to potential customers, but aren’t using direct mail… you are missing out on a huge opportunity that can make your business stand out, get attention, build brand and make it easier to get appointments with your leads.

I’m sure you have heard that sales is a numbers game. The more people you can get in front of, the more opportunities you create to make a sale.

But sales is hard! There’s not only an emotional toll, there’s a big TIME commitment involved as well.

Zig Ziglar Wasn’t Thinking Straight!

For example, imagine you are Zig Ziglar when he was selling pots and pans door-to-door in South Carolina back in the 50’s.

First off, pots and pans are heavy. Second, it’s hot and humid in South Carolina 9 months out of the year.

Imagine being ‘ol Zig parking your car at the start of a street, pulling out your Sales Kit of Pots and Pans and lugging them up hill to each house on the street.

Knocking on doors, getting dogs barking and biting at you. Getting doors slammed in your face and having to wait 45 seconds to a minute for no one to come to the door.

And while you will have enough people answer the door and listen to your pitch, it takes you 4 – 6 hours, more than half a day, to cover that one street.

It’s a tough way to make a living huh?

But imagine you wanted to maximize your time and were willing to invest in your business so you could eliminate as many of the bad parts as possible.

Let’s say you didn’t want to waste time hauling equipment up hills in the heat, waiting on people to answer the door, or deal with barking dogs.

You wanted to be invited in at a set time and park in the driveway.

You can make that happen with direct mail.

In today’s money, if you do it yourself, you can make contact with one-hundred homes or businesses for about $60.

That means, if you are willing to invest the $60, you don’t have to physically go to that street and knock on every door. The Post Office will do it for you.

So imagine what this means to you and your business.

Direct mail makes it easier for you to sell, and makes it easy to keep in touch with leads, prospects and existing clients.

What Worked In The 50’s Won’t Work Today

But don’t think I’m saying “all you have to do is direct mail!”

I’m not saying that… because things have changed since Zig was selling pots and pans.

Back then, in most homes the lady of the house was there, had money in the bank, could make the buying decision and would listen.

By contrast, today it’s like people are hiding from you. It’s hard to get someone to listen to you for 5 seconds, let alone 15 minutes.

And just to get a conversation with a lead, It takes an average of 8 – 12 contact attempts.

Which means if you are selling and you only call someone once, you aren’t going to sell anything because you won’t get hold of anyone.

That means you have to make multiple contact attempts to reach someone.

And this is why direct mail is still an important part of your sales efforts.

Direct Mail For Today’s Sales Environment

The way you use direct mail today is to add it to your sales cadences.

What’s a sales cadence? It’s a pattern of contact attempts that ensure you are reaching out to someone 8 or more times to increase your chances of making contact.

You have multiple ways you can contact someone: You can physically go there, like Zig did, you can call, you can email, you can use direct mail, you can message on Facebook, you can use LinkedIn in-mail, you can text, you can advertise to specific people using Facebook and LinkedIn targeting, you can send a Fed-Ex, and more.

All of these count as getting in front of some specific someone. Some are more effective than others, but all together, they are an unstoppable combination for getting attention and making contact.

And direct mail is a big part of this.

And direct mail gives you an opportunity to align Sales and Marketing.

Coordinated Sales And Marketing Campaigns Using Direct Mail

Everything I’ve said to this point makes the case for using Direct Mail as part of your Sales outreach. But, the best way to use it is as a part of a coordinated Sales and Marketing campaign that makes use of every asset you have at your disposal.

Build a marketing campaign around a benefit of a product or service and create the sales and marketing assets you will need — Including the direct mail pieces.

Have them ready for either the sales people to mail once the lead has reached a certain stage in the cadence sequence, or let marketing mail them first to “shell the beach” before actual sales efforts start.

By coordinating your sales and marketing efforts, you will get exponentially greater results than sales or marketing could alone.

And direct mail, used with your sales effort and coordinated marketing is the foundation for a successful campaign that attracts leads and clients, builds your brand and grows your business.

Align Sales and Marketing

Want to learn more about aligning Sales and Marketing? Download the Client Magnet System Quick Guide!

I’ve got the link below.

You’ll be taken to the download page and you’ll get our quick guide to The Client Magnet System that shows you the Client Magnet System map and how you can align your sales and marketing teams to get exponentially greater results from the same effort.

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