“So long as new ideas are created, sales will continue to reach new highs.” Dorothea Brande, a New York writer and editor made this notable quote. Having the best direct mail ideas is a huge plus. But it is not the be all and end all. It takes impeccable preparation and strategies.
If you are mailing brochures, postcards, sales letters, or catalogs without taking the time to plan out the campaign goals, strategies and step by step plan then you could end up failing no matter how good your ideas may seem on their own.
The Best Direct Mail Ideas are Just a Starting Point
When you come up with the best direct mail ideas, you need to remember that these are just a starting point and not the final solution to the problem. Use these ideas in order to start your creative juices flowing and also as a jumping point for the plan and strategies that you will use to achieve your goals.
Direct mail doesn’t always have to be the most beautiful item in the mailbox. In fact, sometimes the opposite is true.
From our article, Creative Mailing Ideas to Give Your Marketing Campaign a Boost. Read the full article.
Mailing Innovative Brochures that are Poorly Planned and Full of Flaws is a Mistake
Before you start mailing brochures make sure that these will be flawless and well designed. A lack of planning could cause the finished item to look unprofessional, tacky, or less than ideal in other ways. Always check the proof before you give the okay for the printing to start so any flaws can be corrected before the proof is used for the print process.
While the design of your direct mail piece is critical to its success, having too many graphics can be distracting. Your objective is to get the reader to react. Eliminate any graphics that do not elicit action.
Know What the Purpose of the Campaign Will be Before You Start Planning It
In addition to the best direct mail ideas, you also need to know what the purpose of the campaign will be. If you want to generate leads this calls for a different plan and approach than if you want to announce the newest product in your line up. A customer survey postcard will need to be handled differently than a sales letter.
You don’t create a direct-mail piece to inform. That’s what your brochures are for. You want action!
Make Sure You Have Set a Workable Budget
Coming up with the best direct mail ideas will not count for anything if your budget is so small that you cannot do what is necessary in order to get great results. Even a small business with a shoestring budget can plan and execute a great direct mail campaign, but only when all of the elements are examined and well thought out.
Choose Your Direct Mail Campaign Strategies Carefully
Along with the best direct mail ideas, success also requires the right choices of strategies that will be used with your campaign. There are almost as many strategies as there are businesses and marketers, and each person may have different strategy experiences and preferences. Think about what strategies you are considering, and calculate which ones will give you the best chance of success.
Strategies for direct mail campaigns can include:
- Free offers, discounts, and coupons
- Using testimonials
- Enhancing customer loyalty
- Integrating with other advertising mediums
- Increasing brand recognition
- Make an emotional connection
Call in an Expert if Necessary to Get Great Mailers that Pop
If you have the best direct mail ideas but no experience with graphic design then you may want to call in an expert. This is a critical factor in the success or failure of your mailers, so spending the money to get professional assistance may be a smart move in some cases. You want mail that pops and sizzles, not something that is bland and unimpressive.
With your company and hard-earned reputation on the line, this is not the time to try and fake it, or to wing it until you have made common mistakes so that you learn from your errors.
Read more here about the pitfalls of DIY direct mail.
Insist on Perfection in Every Detail
Before you start mailing brochures insist on perfection in every detail. This will help you get exceptional mailers that are noticed and that stimulate a response from the recipients. Look at the copy, the images, the size, the color selection, and everything else no matter how small it may seem at the time. This will help you get materials that you can be proud to mail.
Make Sure You Have an Excellent Printer Who can Deliver Quality Every Time
A poor choice of printers will eliminate any advantage that you get from using the best direct mail ideas, because you may not get the ordered mailers before the deadline of your campaign or you could end up with marketing materials that are flawed and that do not have the quality you expect for items which represent your business.
Create a Road Map to Success
The first step with any direct mail campaign, before you start designing and mailing brochures, is to create a road map to success. This master plan will identify each step that you need to take and everything that you need to do so that you have a successful campaign. Without a road map, it would be very easy for you to get lost or sidetracked.
As you can see there is quite a lot to know and do. Having the best direct mail ideas is just the beginning.
Las Vegas Color Graphics has been designing, printing, and fulfilling direct mail for decades now. Call us at 702-617-9000 to have the best direct mail ideas, printing, and mailing.