Direct Mail – campaigns, creative, coaching
It is seen by some as “old-school” marketing, but direct mail is still one of the most powerful marketing channels for reaching a targeted audience and generating a measurable response.
It’s the only channel that can deliver a physical mailer into the mailboxes of virtually everyone in your target market. And unlike other media, the mail has to be seen by a human being (not a spam filter) before it can be discarded.
Of course, getting your mail piece out the door is a complex process – and getting people to respond to your mailer is even more challenging.
We’ve been creating successful direct mail campaigns for more than 30 years helping clients with lead generation, direct selling, retail traffic building, brand-building and fundraising.
Direct Mail Services
We offer a range of direct mail services – strategic planning, project management, creative and complete print/mail production. For do-it-yourselfers, we also offer Direct Mail Coaching
Strategic planning looks at how your direct mail campaign will integrate with your sales process and other marketing initiatives. Our work will include list research, offer strategy, format selection, testing strategy, response channel planning, post-mailing analysis and follow-up lead strategy.
Project management implements your campaign. We supervise all production services – including list acquisition, printing, personalization, mailing services, response tracking, testing and post office permits. We also handle your estimates, payment plans and print/mail schedule.
Creative (Copy and Design)
Creative is responsible for the development of your mailers. This could be a single mailer or multiple mailers, or multiple versions of the same mailer. We work with all formats, but the vast majority of our projects use one of three formats – a 6×11 postcard, a letter package and a survey package.
Direct Mail Coaching
We pride ourselves for giving sound, independent advice on direct mail and other marketing matters. We believe our articles and guides provide honest, practical insights you can use when implementing your own program.
If you prefer to handle your own direct mail projects, we are still available to help through our coaching services. Using an online meeting platform, we can work with you and your team to offer guidance, answer questions and become a sounding board for your future plans.
We offer several flexible coaching arrangements for both short and long-term needs. Need just an hour? We can set that up with an online Q&A session. For more extensive or consistent advice, we can schedule weekly or monthly calls – again set up for an online one-to-one communication
Separate from the direct mail campaign itself, you may benefit from other services to help you generate more response and follow up that response with additional marketing touches.
For many direct mail lead generation campaigns, we recommend the use of a lead magnet. A lead magnet is an informational guide, report, whitepaper or tip sheet – something that can be easily downloaded or printed and mailed to a prospect.
Lead magnets are used not only in direct mail, but on websites to convert visitors into leads.
If you don’t already have a lead magnet, we can help you create one.
After you get someone to respond to your mailing, you need to think about “what’s next?”
What’s next is a series of activities designed to capture, engage and nurture your sales leads for both the short and long term.
- Landing Page
Not all responses to your direct mail campaign will use your landing page, but for those who do, we offer a two-step landing page.
Step 1 is a simple lead capture form that offers some type of lead magnet or other information in return for filling out the form. This step gets you the lead.
Step 2 takes that lead to a sales page that promotes your product or service with the goal of booking an appointment, schedule a demonstration, requesting an estimate or filling out a survey.
- Email Follow-up
Once you have an opt-in response from your prospect, your follow-up strategy is best handled by automated email. We create email sequences for both short and long-term communications.Introductory
Drip Email Sequence – a series of pre-made emails to introduce yourself to your new leads
Long-Term Evergreen Emails – a series of pre-made emails that repeat over many months or years.
Both of the above are designed for a one-time creation. Of course, we can also create on-demand emails and email newsletters which require ongoing creation.
- Online Display Retargeting Ads
We use Google Retargeting to serve up display advertising to everyone who visits your website and/or your landing page.
If you’d like to discuss an upcoming campaign – or if you’re looking for ways to improve an existing mailing program – call us and let’s schedule an introductory call.