The Elements of Direct-Mail Marketing

When it comes to direct-mail marketing, there are several things to think about as you put together a successful program:

• What is your offer?
• Do you have a targeted list?
• What does your package look like? Is it appealing?
• Have you tested it?

Unless you know what your specific offer is, don't create a mail piece. Example offers include: half price, buy one get one free or 50% off. The more specific you can be, the more return you will get.

The more you know about your list and the more accurate and up to date it is, the more return and response you will get.

Consider the shape and size of your package or piece with reference to US Mail regulations as well as memorability. Color, shape, size are all important. Think "will this get past the executive's secretary?"

Trying things out in advance of the actual mailing is key to success. Just like a car test drive, if you can send a sample to 5 or 10 test subjects and record their responses, you can be assured that the item will work.

For more information about successful direct-mail campaigns, call Jennifer Beaty at Executive Press, 214-217-7000. Or check out this story on Answers.com, which was the inspiration for this post.

The Executive Pressman

Choosing a Valued Marketing Partner: Ovation Health & Life Services

We are very fortunate to have the clients we have. We appreciate them for choosing to do business with us and we appreciate their challenges as well.

Daniel LaBroad, President, Ovation Health & Life Services, Inc., is one of our key customers. When Daniel was in the process of branding his company, he was looking for just the right partner to help.

“A company is only as good as it’s brand. Ovation has spent lots of time and money creating and managing our image," Daniel said.

Ovation Health & Life Services provides and manages benefit programs for businesses and public sector groups.

"Recently, our media firm created a high-quality print piece that is now the center of our marketing," Daniel continued. "After several interviews, we chose Executive Press to handle the printing of our marketing collateral."

"This was a large expense for us, and I was nervous, Daniel said. "Executive Press did an outstanding job throughout the entire process by communicating constantly, offering suggestions, and giving us a high quality product. They put all my concerns at ease."

Ovation now uses Executive Press for all of their printing needs including their client benefit books and event fliers.

"Executive Press is a great business partner. We highly recommend them," Daniel said.
The Executive Pressman

The US Post Office and Direct Mail

While they are in the mailing business, the US Postal Service has done a great job of promoting and marketing direct-mail marketing. On a visit to their website the other day I found a whole collection of information that is a good resource for you if you are considering integrating direct mail into your marketing program.

The USPS cited a number of advantages of DMM on their website. Direct mail is:

• Targeted
• Personal
• Flexible
• Tangible
• Measurable
  
• Easy to start and run

Now, if the guys who deliver the mail say all of these things, than it must be true, right? Well the DMA (Direct Marketing Association) backs them up on their website and most professionals in the field, including ourselves, say the same things.

But remember, too, that direct mail is most effective when it is part of a concerted, coordinated, branded program. And you have to give your targets the option to "opt out." Courtesy is still important.

The Executive Pressman

www.executivepress.com