Direct Mail Tips Using Public Domain
A direct mail campaign can be a very effective marketing tool for organizations of any size to get the word out to consumers about important events, new products and services.
Many businesses, for profit and non-profit alike, send out eye-catching postcards, emails or flyers. While this method of marketing is a direct and generally unsolicited approach, it will reach more people than relying on word-of-mouth from your current customer base.
This method of marketing can also target a certain demographic to increase awareness of a particular service being offered. When done correctly, a business will reap the rewards of this form of marketing soon after a campaign launches.
To aid you in your next direct mail campaign, here are five direct mail tips for success with public domain content.
1. Know who you want to target. This is very important considering that before you invest all that time and money, you want to design your marketing materials that will catch the attention of the folks you want to become your newest customers. The more specific you target market, the better your results and return on investment.
2. Make use of public domain graphics to brand your business and your marketing materials. This is particularly important if you’re sending postcards, one of the most cost effective direct mail tools. Eye catching graphics can mean the difference between the trash can or an immediate phone call to your business or website visit.
However professionally created graphics can break the bank. Public domain graphics, found in public domain magazines and text are free and just as captivating as newly designed graphics.
3. Grab attention getting headlines and offers from public domain material. Advertisers and journalists have been creating dynamic headlines for decades. Instead of hiring a copywriter to create one for you – which can be very time consuming and expensive, grab a few headlines from the public domain.
Test them to see which generates the best direct mail response, a typical response is between 3 and 5 %, meaning if you send out 100 postcards you can expect between 3 and 5 people to obey your call to action and make a purchase or visit your website. Of course a higher response rate is possible – it all depends on how compelling your direct mail piece is.
4. Keep track of who you are sending your materials to. A simple database can be created to not only track contact information, but to measure your return on investment. Do people from certain parts of town or certain industries respond to your campaign? This gives you someplace to start for the next campaign.
5. Follow up. Sure you can send out the flyers and emails, but are you following up with the inquiries you get afterwards? Ask customers how they heard about you. Get their opinions and feedback, whether positive or negative, you need to know this if you want to be even more effective the next time around.
Overall, the key thing to remember with any direct mail campaign is to take advantage of all the tools that are out there and track your results. Over time, you will find what works best for your organization.
Read more about using Public Domain Graphics:
Public Domain Children’s Book Graphics
Free Public Domain Photos For Your Blog
Here are three steps to turn public domain content into a profitable product:
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I’ve recently been considering the direct mail route but am concerned about proper record keeping. Do you have any suggestions on what database would be best and how to operate and maintain it?
Thank you in advance,
williamj
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Of course you would have to have a list of people to mail too…
I don’t know if there is software for this purpose… hmmm.
I just keep all the tracking in one place on an excel spread sheet. I am sure an easier way could be found… but I like to physically put in the numbers.
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