Action Steps
The best contacts and resources to help you get it done

Use affordable direct marketing firms when creating your promotion

The challenge here is to find a firm that can deliver what you need while staying within the budget you've set. If you want someone to design your postcard or package, expect to pay at least $50 for this service. Getting the direct mail items printed and put together can cost as little as 4 cents per piece; at the opposite end of the spectrum, you can spend as much as you desire to make a promotional piece work for you.

I recommend: Cactus Mailing Company offers direct mail design as well as printing services. Check out the different types of promotional materials available at Solar Communications.

Target customers with direct marketing lists

Mailing lists are surprisingly affordable, starting at around $10 for 1,000 addresses. Some companies do impose minimums, so be prepared to spend at least $100 for your a list. If you want more targeted lists, or specialty lists, these will cost a bit more, but in general you should be able to choose certain demographics to help you narrow your list.

I recommend: If you'd like to find customers similar to the ones you already have, you can take advantage of "database profiling" services offered by AmazingMail.com. Check out the variety of lists available from Infocore.

Consider the postage rates for your direct marketing products

It seems that postage rates are always going up. By using postcards instead of envelopes, you can cut your postage rate in half. Also, since you're sending out mail en masse, you may qualify for bulk rates, which can save you up to 20 cents per piece. The United States Postal Service (USPS) requires that you pay an annual mailing fee of about $200 to get this service, so you'll have to decide if you're doing enough bulk mailings for this to be worth it.

I recommend: Check out the postage rates for different types of mail at the USPS site. If you'd rather find a reputable company to deal with postage for you, VistaPrint offers a few different pricing options for postcard direct mailings.

Helpful advice for making the most of this Guide

• •  If you're looking for direct marketing in the form of telemarketing, you'll need to contact different companies to obtain price quotes. The consultants at direct marketing companies can help you create a campaign that fits into your budget, but expect to pay at least a few thousand dollars.
• •  The pricing and costs of direct marketing via email are probably some of the lowest. If you do it yourself, it's practically free. If you choose to get some direct marketing assistance from a professional, you may have to pay consulting and design fees as well as fees for database administration. This can cost anywhere from a few hundred dollars to thousands, depending on how extensive your campaign is.

Guide to Direct Mail Marketing

Get first-class results from your direct mail campaign

By Maggie Rauch

1. Build your brand.
2. Target consumers by locality, which is harder to do with e-mail.
3. Measure marketing impact.

Action Steps
The best contacts and resources to help you get it done

Build or buy the best mailing list

Begin by collecting addresses from your existing customers. To expand beyond your current customer base, buy or rent a mailing list from a list broker. Their services are free; you simply pay for the list.

I recommend: Search for reputable list brokers at the Direct Mail Association's DMA Yellow Pages.

Use a one-stop-shop mailing provider

Don't have time to deal with list rentals or to design, print, mail, and track your direct mail pieces? Lighten the load by hiring a mailing provider. Most offer a slate of services either as a package or a la carte.

I recommend: The U.S. Postal Service offers some support, and private companies like MailersClub provide complete direct mail services. Visit the Mailing & Fulfillment Service Association (MFSA) to find out what to look for in a mailing or fulfillment service company and search for one on the MFSA database.

Go with a professional wordsmith

Many consumers will only read a few words, if any, of a direct mail piece before deciding whether to continue reading or to toss it. Up your chances of staying out of the circular file by hiring a pro to write sizzling, creative copy for your campaign, or at least to check for errors and clarity. Editorial gaffes can obscure your message, or make you seem unprofessional and sloppy.

I recommend: Visit Guru.com to conduct a free search for a copywriter. On Mediabistro.com, you can browse listings of copywriters and copy editors.

Get the right look with a graphic designer

A well-designed mailing can grab consumers' attention and entice them to give your piece more than a cursory glance. To build your brand, make sure the look of your mail campaign is consistent with other communications, including print ads, marketing kits, in-store pieces, and product packaging.

I recommend: Find design help at FreelanceDesigners.com or search for designers who have experience with direct mail campaigns at Guru.com.

Helpful advice for making the most of this Guide

• •  Gather names for your mailing list by holding a prize drawing or offering a discount or gift for filling out an in-store survey.
• •  Use unique shapes and bulky packages to intrigue recipients.
• •  Put attention-getting words on the envelope, like 'free gift inside' or 'limited time offer'.
• •  Take a different tack and make it appear personal by using a stamp and avoiding clues that it's commercial mail, such as address windows.
• •  Use postcards. The cheapest to send, they're sometimes the most effective because they don't need to be opened, and the information is in one place, easy to find.

Action Steps
The best contacts and resources to help you get it done

Investigate key terms of traditional direct marketing

Direct mail still reigns when it comes to marketing. When dealing with direct marketing agencies, it's wise to go in having a firm grasp of the industry's terminology. Ultimately, it's your decision as to which mailing lists to use, what type of packaging you want and how the copy is laid out. The company you choose will help you get the best response rate, but if you choose to keep it in-house, you'll have to put your best foot forward.

I recommend: Explore the terms used in the direct mail industry at Sharpe Copy, which provides an exhaustive glossary of terms. Hennerberg Group has some great examples to look through so you can see different types of successful direct mail.

Drive traffic to your website with an email direct marketing plan

The vast majority of Americans have email addresses, so this opens up a new avenue for direct marketing. You should know about 'click-through rates,' 'opt-ins,' 'bounces' and 'unsubscribe requests' before you even consider starting an email campaign. Also, you'll need to familiarize yourself with federal laws regarding spam; you wouldn't want to get your company in trouble with the Federal Trade Commission.

I recommend: EmailLabs has a great glossary to help you understand email marketing terms. Read through the CAN-SPAM Act of 2003 to ensure that you do not violate its rules; you can find an easy-to-read explanation at Listrak.

Learn the ins and outs of telephone direct marketing services

There are even more terms associated with telemarketing. If you plan on using a direct marketing company to make the calls for you, you'll need the ability to comprehend the contract they give you. It's a good idea to brush up on the terminology beforehand so you know what you're signing. This will also help you negotiate a better rate if you catch something that looks suspicious. In addition, all telemarketing campaigns must abide by the Federal Trade Commission's stipulations, whether you hire a company or do it yourself.

I recommend: Learn the lingo of telemarketers by browsing through the terminology at CallCenterTeam.com. Find out more about the National Do Not Call Registry to make sure you're doing what you're supposed to.

Helpful advice for making the most of this Guide

• •  B2B direct marketing is something else you should not overlook. Almost every company has something it can sell to other businesses, be it a product or a service. Any of these three methods can be used when marketing to businesses, although for the sake of not disturbing other business owners during their work day, telemarketing should probably be avoided.

Action Steps
The best contacts and resources to help you get it done

Get online options for direct marketing training

One way a business can go about getting direct sales or marketing training implemented is through online direct marketing courses. This is a popular way to go for companies where on-site options would take too much time out of a busy production schedule.

I recommend: The Absolute Essentials of Direct Marketing Online represents just one of many offerings for letting staffers learn the ropes on all kinds of direct marketing campaigns over the web. Get more of these kinds of options at Training-Classes.com.

Find direct marketing seminars or boot camps for quick learning

Some qualified consultants or others with a direct marketing company involved in training can give a business the skills they need in a quick, intensive direct marketing course, for ramping up a new direct marketing program in the shortest time possible.

I recommend: The Direct Marketing Association's 2-day Direct Marketing Seminar is one choice for getting training implemented for a business. Or check out other options such as Craig Huey's Direct Marketing Boot Camp--read about how this on-site course will bring in-depth direct training in dealing with direct marketing services and products to your door.

Go your own way with compiled direct marketing training

Another option is to use direct marketing training materials from online sites and put together an in-house solution.

I recommend: Find a range of direct marketing training products and manuals at Training Time. Or make your own training materials with help from AlphaGraphics. Also view the website of Prime Concepts for more ideas.