Advice needed please? Direct mail marketing..

18 replies
Hello Warriors

I have been thinking about starting a business where I buy resell licences to products and then create flyers and have royal mail distribute then directly through peoples letter boxes at home addresses, a nice catch flyer with print on both sides so it doesn't get dismissed automatically as junk mail.

I could see this as being a powerful way to build a list of super interested buyers and also a way to avoid the pains of things such as SEO and other ways of getting your website and such out there.

This is my first ever post on Warrior Forum so forgive me if this sounds like a dumb ass idea.

Thanks for reading!

Dan.
#advice #direct #mail #marketing #needed
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  • Profile picture of the author GordonJ
    Originally Posted by Daniel Dean View Post

    Hello Warriors

    I have been thinking about starting a business where I buy resell licences to products and then create flyers and have royal mail distribute then directly through peoples letter boxes at home addresses, a nice catch flyer with print on both sides so it doesn't get dismissed automatically as junk mail.

    I could see this as being a powerful way to build a list of super interested buyers and also a way to avoid the pains of things such as SEO and other ways of getting your website and such out there.

    This is my first ever post on Warrior Forum so forgive me if this sounds like a dumb ass idea.

    Thanks for reading!

    Dan.
    This type of "every door" marketing is a shotgun approach, the so-called spray and pray method. Your flyer will be seen as JUNK mail. Can you tell us of a single product you could get resell rigths to, which would have this universal appeal?

    Now, if you only had your flyer distributed to businesses, and it was specific to business, something like how to get more customers with social media, it may get looked out, but highly doubtful it would generate enough interest to make it worth while.

    When you take into account the printing and distribution costs, what would be your break even point, how many products would you have to sell to cover expenses?

    My educated guess is, you will lose money on this idea. But good on you for thinking outside the IM box...for what it is worth,

    You might want to find a group of people already buying something, and offer THAT group something similar. Much easier that way. Good luck.

    GordonJ
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  • Profile picture of the author SARubin
    No, Dan - It's not a dumb ass idea, at all.

    There's a lot of potential money to be made there. But I'll reiterate what GordonJ said...

    Your targeted list is going to be key to this thing being profitable for you... or not.

    Depending on what you're selling, you'll probably need to spend some money to buy a targeted mailing list. So, figure that into your budget, along with printing and postage costs.

    The more targeted your list, the better.

    Example: If you're selling collectables... you'll want a list of people who have bought collectables in the past (the more recently, and more often they buy... the better) If you're selling "animal" related collectables, then a list of people who buy "animal" related collectables is even better. If they prefer a particular brand ... better still.

    I hope that makes sense? Just like online... The more targeted your mailing list, the better your response.

    Of course, you can always try the shotgun approach and do a mass mailing (if you mail out a couple thousand well crafted pieces... you still might hit a 1 or 2% response rate) but that can get real expensive... real fast. So you're better off paying for a targeted mailing list.


    Another approach to your offline targeting could be to run space ads in media where your target market spends time. (Example: If your selling an amazing new gardening tool, or home decor... "Better Homes And Garden" or "Martha Stewart Living" magazine. Hunting or fishing equipment... "Field And Stream" or a "Survivalist" magazine)

    See where this is going?

    The good news for you is, most everyone is enamored with IM these days. So offline marketing is far less crowded. Which gives you a good opportunity (as long as you take some time to do it right)

    Best of luck to you,

    SAR
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  • Profile picture of the author Daniel Dean
    Thanks for the advice guys, I will do some research into targeted offline mailing lists and will post my findings here. Thanks again!
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  • Profile picture of the author Steve B
    Dan,

    As the previous two posts suggest . . . your success will be influenced dramatically by the degree to which you can target your audience. It is foolish to send out mass mailings when most have no inclination to wanting what you offer. You're simply pouring your money down the drain.

    Here is just one source that you ought to visit. It's a business called Nextmark and it has been called "the Google of mailing lists." The link I'm going to share is for a search directory of mailing lists - over 60,000 of them. Type in the subject you want to pursue and you will be given a list of potential targeted prospects (like magazine subscribers) in the niche you want.

    Nextmark Directory search

    Of course, not all of these results will be appropriate, but regardless, you should always do your "due diligence" before you buy any mailings. Only you will be able to tell if the expense of purchasing a list and sending your marketing will give you a profitable campaign. Some lists include email addresses and phone numbers so you could contact people through both direct mail, email, or even by calling on the phone.

    The main point I wanted to make is what others have said. Targeting your audience is the smart thing to do - otherwise, general mailing will nearly always waste your money. And here is a second tip: test your campaign first on a small but statistically significant population. Track the results and tweak your campaign, then test again. Only after you have proven your system to be profitable should you ramp it up. Don't waste your money - you're here to make money!

    Good luck,

    Steve
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    • Profile picture of the author JohnMcCabe
      Originally Posted by Steve B View Post

      The main point I wanted to make is what others have said. Targeting your audience is the smart thing to do - otherwise, general mailing will nearly always waste your money. And here is a second tip: test your campaign first on a small but statistically significant population. Track the results and tweak your campaign, then test again. Only after you have proven your system to be profitable should you ramp it up. Don't waste your money - you're here to make money!

      Good luck,

      Steve
      Steve beat me to the punch on this one.

      Don't make the rookie mistake of plowing everything you have into one go for broke, all or nothing mailing.

      Even the best marketers seldom get everything right the first time.

      Also, some lists will have minimum rentals (you really aren't 'buying' the list, you're buying a license to mail to the list). This doesn't mean you have to mail the same thing to the whole rental.

      Say they make you take 20,000 names as a minimum. I would split that into four groups of 5,000. Then I would send four different mailings with variations of my offer. Take the variation that gets the best response, grab another 20k names and test four variants of that offer, maybe different styles of headlines. Keep testing until you're happy with the results. That's when you roll out to a bigger list.

      You might want to head over to Amazon and see if you can grab a copy of "Secrets of Successful Direct Mail" by Richard V. Benson. The book is pretty old school, but right now it sounds like just what you need to get started.
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  • Profile picture of the author sidrawat
    Direct mailing is an efficient manner to assist your business succeeds. Your business could dramatically increase sales and broaden your client base. Those who are only beginning up their businesses could moreover discover direct mail advertising a great way to make their names there. Launching a new item or service through broadcast or newspaper adverts could be precious.
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  • Profile picture of the author geatartist
    It's affective but expensive approach. Eventually you'd leave it. SEO will give you long lasting results.
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    • Profile picture of the author sidrawat
      In direct mail, narrowing your reach so that you only market to your target audience is crucial. For one, it cuts down print and mailing costs which in turn increase your profit margin. It also saves you time and effort. You won't waste your brilliant mailers on uninterested recipients. It prevents you from fielding calls from unqualified leads. Additionally, having a tight focus allows you to make your mailers more personal, and thus more likely to resonate with your potential clients.
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  • Hey man, that's an excellent idea, not a dumb ass idea...
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  • Profile picture of the author Peter Adamson
    If you want to do a hybrid online/offline approach you may wish to consider taking out small classified ads in daily broadsheets (Times...). Tim Lowe is a past master at this, has used it to great success in the UK. I suggest you check him out.
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    • Profile picture of the author Brent Stangel
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      Originally Posted by Peter Adamson View Post

      If you want to do a hybrid online/offline approach you may wish to consider taking out small classified ads in daily broadsheets (Times...). Tim Lowe is a past master at this, has used it to great success in the UK. I suggest you check him out.
      Definitely, go with the two-step method.

      Brent
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  • Profile picture of the author Mailclick
    Hi Daniel

    You are talking about mailing when you describes sed emails to some costumers. If you have a small business or you´re starting, this could be your best choice, because is cheaper and is more effective.

    The email marketing is an important part of the digital marketing, who is increasing in the last years.

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  • Profile picture of the author thefsboking
    I am also looking to try direct mail after testing a specific product for a target niche. next i would like to try direct mail with the business opportunity market. Until I can create my own product later can someone recommend high quality products that would be appealing to the business opportunity niche. I would imagine I may have to purchase resale rights unless there is some good physical products with a decent commission to allow me to make a profit after mailing.
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    Mike Williams

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  • Profile picture of the author Chris Brindamour
    Dan,

    I don't think mail marketing is completely dead and may be good for some niches. You may want to consider going with a postcard, simple yellow one with black text works great. I have successfully used this in the past. I don't think the post office likes straight flyers.

    Chris
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    • Profile picture of the author JohnMcCabe
      Originally Posted by Chris Brindamour View Post

      Dan,

      I don't think mail marketing is completely dead and may be good for some niches. You may want to consider going with a postcard, simple yellow one with black text works great. I have successfully used this in the past. I don't think the post office likes straight flyers.

      Chris
      Postcards are indeed a good idea for luring people to a landing page, but hard to make a direct sale for anything but impulse items (usually local).

      You can mail flyers if formatted properly. The key is to fold the 8.5x11 sheet into thirds so it looks like a letter, then fasten with either a staple or (better) a small adhesive dot or rubber cement. Treat the panels that are exposed like you would the front and back of a postcard.

      Still best for generating page visits, whether an opt-in or sales page.
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  • Profile picture of the author lanceanderson
    I would suggest postcard mail marketing as a simple, inexpensive, and flexible direct mail marketing tool for your venture. You just need to consult any creative direct marketing group to design unique direct marketing postcards for good results.
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  • Profile picture of the author DIABL0
    I would learn to market online.

    Much less risk in my opinion.
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