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The fist advantage of direct marketing that Edward Nash talks about in Chapter 2 of “Direct Marketing: Strategy, Planning, Execution,” is Concentration. Concentration is the term used to describe direct marketing’s ability to target a group of people who are in need of or who are interested in your product or service.

In his book, Nash gives an example to help illustrate this ability. According to Nash, “When General Electric wanted to promote its wide line of television sets and other video products, it turned to direct mail. Where general media would have spread a diluted message to a general audience, the direct mail campaign offered high-tech products with explanations of engineering excellence to lists of people who would understand and appreciate technological advantages…”

Unlike other forms of marketing that attempt to reach people by sending out a message through mass media, direct mail marketing allows you to focus on only those who are likely to have an interest in your product or service. Instead of wasting money, you have a much better chance of turning your marketing dollars into profits.

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If you are thinking about investing in a direct mail marketing campaign to market your product or service, there are some benefits you should be aware of. Instead of just mailing out a postcard, card mailer, invoice printing, or statement printing to just anyone, make sure you understand these benefits and take advantage of them.

In Chapter 1 of “Direct Marketing: Strategy, Planning, Execution,” Edward Nash breaks the advantages of direct mail marketing into three main categories: Concentration, Personalization, and Immediacy. Nash says that “any company planning to apply direct marketing techniques to its established business or to enter the direct marketing field must first understand how these advantages work and how to apply them to their objectives.”

In the following three days we will discuss each of these categories in depth. By understanding what is involved in a direct mail marketing campaign, you will be able to take full advantage of these benefits, allowing you to customize a direct mail marketing program for your company.

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How can you be sure your direct mail marketing campaign will be successful? After devoting a large chunk of your marketing dollars to your postcard, card mailer, statement printing, or invoice printing, you want to see results. Luckily, there are a few things you can do that will have a huge impact on your ROI.

In the blog, Seven Sure-Fire Tips to Direct Mail Success, Phillip M. Perry lists the seven essential ingredients needed to create a successful direct mail marketing program. By following these tips, you will be one step closer to your goals.

-Send a personal message
-Communicate a benefit
-Create urgency
-Provide sufficient information
-Enclose a sales letter
-Address a targeted audience
-Mail Frequently

Every direct mail marketing program is going to be different. What works for one company won’t do much at all for another. The steps provided above should be used as a guideline to finding the right direct mail marketing campaign for you and your business.

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In order for a direct mail marketing program to be successful, it needs to be cost-effective. Although the type of direct mail piece, whether it’s a postcard, card mailer, or statement printing and invoice printing, is an important factor, if your sales don’t exceed your marketing investment, you’re throwing away money.

In Part 2 of the book “S.U.R.E.-fire Direct Response Marketing: Generating Business-to-business Sales Leads for Bottom-line Success,” Russell Kern discusses the importance of measuring the cost-effectiveness of your direct mail marketing campaign. Kern lists several questions you should ask yourself:

-Is the investment justified, given the revenue projections?
-Does the program generate sales inquiries at an acceptable cost per inquiry?
-What is cost per qualified lead and cost per sale?
-Are these acceptable?

Not all direct mail marketing campaigns are created equal. By asking yourself these questions, you can make sure that you find the direct mail marketing program that’s right for you and your company.

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