July 2003

6 steps to using direct mail effectively – even in a web world

Web marketing is great. But people need to know about your site first. Direct mail is an important way to drive traffic. If you’ve never used direct mail to promote your product/service—or you have but didn’t like the results—you may find you’ll do much better by sticking to a few basics.

Yes, certainly, postcards can be effective if used properly—the right copy, design, target list, message, etc. But when you want to convey more information and encourage immediate response, nothing beats a good sales letter.

To get the best response to your mailing:

• Brand. Prominently feature your brand (you do have one and you use it all the time, right?)


• Use headlines. Powerful headlines can do more for your message than any other single item. People decide from your headline whether to read the rest (more about this in another message)


• Make it relevant. Focus the copy on what your prospects (not you!) care about


• Speak up. Write as much as you need to to get your message across (one page is nice but not required if your prospects will really want to know the rest of what you have to say)


• Ask! Ask for a response and give a fast, simple way for it to reach you (return card—with benefits and headline, please)


• Follow up. Don’t even think about sending out a direct mail piece without following up with anyone who responds. And please call even those who haven’t responded. Your letter has warmed up an otherwise cold call.