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When you search online for information about fulfillment and direct mail services, you’re bound to stumble onto some articles that either instruct people how to get rid of their junk mail or that simply complain about the amount of mail people receive on a daily basis. With individuals finding new ways to cut down on mail, it is even more critical that your companies’ direct mail be targeted to only those who want your product or service.

We all hate getting postcards and flyers when the product or service isn’t something we want or need, but if you’re already planning on buying a new pair of jeans, and you get a direct mail piece from a local clothing store offering 20% of your next purchase, the mail piece is no longer considered junk mail.

If more companies targeted their audience instead of mailing to just anyone, not only would people enjoy receiving mail, direct mail marketing programs would be much more successful. This way neither the marketing team nor the public would have to waste their time with useless mail.

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Although images and colors help gain a prospective customer’s attention, the wording in the direct mail piece is what will cause a person to act on your offer. If you want people to respond, you need to describe your company and what you have to offer in a clear and concise way.

In the blog, “Your Marketing Starts With Writing,” on the weblog, Wam Cherianne, Kevin P. Dervin says that everything in small business marketing begins with writing. “Some small business owners get seduced into starting a new marketing piece with pictures or stunning graphics. But you really need to focus on the message and content first. The article says that you need to “Stay focused on what you’re trying to do for clients and prospects - their problems, issues and challenges and the results or outcomes they’re interested in.”

No matter how creative a direct mail piece or card mailer is, it isn’t worth anything if it doesn’t increase redemption rates. While the design of a mailing piece is extremely important, that will only get you so far. The writing used on the mailing piece is what will make the sale.

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When marketing a product it is important to know whom you are trying to sell your product to. Instead of sending out a direct mailing for graduation catering services to everyone on your mailing list, wouldn’t it be more productive to only mail to homes with a junior or senior in high school?

Whit Richardson answers this exact question in the blog post on Mainebiz entitled, “The Personal Touch.” In this article the importance of one-to-one marketing is discussed. Instead of marketing to the mass media, the owner of a restaurant and catering business sends coupons offering 10% off catering services to residents with a child in high school. By targeting an audience, the owner was able to increase redemption rates.

When you are spending money on a direct mail marketing program, you want to be sure that you aren’t throwing your money away. With one-to-one marketing, you have a better chance of catching a customer’s attention and then having them act on your offer, because every mailing you send out goes to someone who is in need of your product or service.

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With so many companies using direct mail marketing programs, it makes sense that our mailboxes are constantly flooded with postcards, newsletters and other direct mailings. Since most of these items are quickly labeled as “junk mail” and end up in the trash, you must find a way to set your mailings apart from all of the others. If you take the time and money to produce a mailing with a professional design and compelling copy, you will have a better chance of success.

In a blog post entitled, “Why Design Matters” on the Realty Business Coach website, Krista explains how the design of your direct mailing can influence the customer’s opinion about your company. “Your marketing materials are the physical representation of your services. When your prospects receive mail from you, many of them won’t know you. The postcard, letter, mailer or newsletter they receive from you is the only interaction they have with you. So, they judge you based on what it looks like and what it says.”

Though it may cost more upfront, creating a direct mailing with a professional appearance will cause potential customers to view your company the same way. If a direct mailing is the first impression a customer has of you, make sure it says something good.

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