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 – for both new campaigns and existing campaigns. For do-it-yourselfers, we also offer Direct Mail Coaching
Direct Mail Planning & Supervision
A direct mail campaign is more than just getting your mail out the door. It’s also about generating a response and that takes some planning. With this service, we will address key factors in your direct mail campaign including mailing list research, offer strategy, mailer format selection, response channel planning, testing strategy and print/mail budgeting. We will also supervise the implementation of your program.
Direct Mail Audit & Recommendations
If you already have a direct mail campaign in place but would like to explore ways to improve results, we will review your program with a detailed audit – and then we will present specific recommendations where we see opportunities for improvement.
Direct Mail Creative Services (Copy & 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.
Our creative services may also be needed for the related elements of your campaign (see below) including your landing page, sales page, lead magnet or automated drip emails as part of your lead nurturing funnel.
Direct Mail Print/Mail Production
Eventually your direct mail campaign will be heading to a production shop for list processing, printing, addressing, mail sorting and delivery to the post office. You can use our vendors for your product – or you can use your own.
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 flexible coaching arrangements.
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.
Lead Nurturing Funnel
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
For those who respond online, 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. This include an introductory drip email sequence and ongoing evergreen emails.
- 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.