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Getting started with Direct mail

by SuperRyan
9 replies
Hello,

I have managed to create a mailing of 500 buyers of my info-products.

My primary way of marketing is email but I want to start direct mail to
add another media to my business.

I'm looking for something I could do to get started with this media.

I thought about sending them a simple letter wishing them a happy new year
with a link to a webpage with a special offer.

Every idea that can be immediately implemented is welcome.

Ryan
#direct #mail #started
  • Profile picture of the author helisell
    You need an offer. Just a greeting and a link will bomb (really)

    Put together an offer, with a time limit (and a good reason for the limit)
    and a reason why you are making the offer at this time (a real reason)

    Make sure your letter/piece has a benefit laden/attention getting headline.

    Just the basics really.

    Good luck and post your results if you go through with it.
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  • Profile picture of the author Steve Solem
    These 500 people have already purchased from you, right? And how successful are your emails that you send to them? Are you promoting additional services of yours or affiliate products?

    You're certainly welcome to try connecting with them via direct mail, but sending letters to 500 people will probably cost about $1 a piece by the time you factor in printing, addressing and postage costs.

    I think just "keeping in touch" with folks via direct mail has it's place, but when you're just testing something that's going to be much more expensive than what you're used to through email, I second Helisell's advice and think you need an attention getting direct mail piece with a strong offer and call to action.

    Assuming these are current clients of yours, lets say worst case you get a 5% response to your mailing. That's 25 sales that at $500 are costing you $20 for each sale - can you afford that with the info products you're selling?

    I don't know, I think most things in marketing are worth at least trying once (especially if you can afford to blow some money and make some mistakes) but using the above example, my gut says email will cost you less to make those same sales.

    If you do try it, let us know how you make out!

    Steve
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  • Profile picture of the author montozza
    Engage with them. It is a Christmas time. Make a benefits of that. One time offers, Time limit offers (like helisell said), super only-holidays discounts, etc...
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    “You can automate everything except content and relationships.”

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  • Profile picture of the author theseohouse
    Nice to take part in this discussion. Thanks.
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    • Profile picture of the author Your Brand Ebooks
      Ryan,

      Start by creating a DM (direct marketing) swipe file.
      Simply grab an empty cardboard magazine bin (will cost you a few bucks at Staples or Walmart), and start collecting interesting mailing pieces. My swipe file includes some great postcard pieces. (I love ones that are die-cut in interesting shapes) Fedex sent a flat cardboard envelope, and what you slide out is a flat box that, by clever use of internal rubber bands, pops open into an actual 2 inch x 2 inch x 2 inch box. Very cool. We've all seen Netflix postcards that look like oversized movie tickets. Anything interesting, that stands out and gets my attention over all the other junkmail, goes into my swipe file, which btw is not about 20 magazine bins, full of marketing golden nuggets.

      Never stop building your swipe file. Then, anytime you want to do a mailing, you can browse thru your swipe file for creative ideas, and for models you can follow.

      For example:

      I just received an offer from AAA Auto Insurance which had all the elements of a successful mailing piece... a great teaser on the envelope (got me to open it!)... a killer sales letter in courier font... good use of a headline plus subheads (section titles) throughout the letter... a "lift note" (small sized note, from the Chairman, which was a reminder about the offer, benefits, and extra special bonus; usually 2-color or full-color, approx 3x4 inches folded once across the top)... and a response vehicle. (postage-paid doohickey that I could easily fill out take action on) Oh yeah, and an irresistible offer which was time-limited.

      That AAA Auto Insurance piece, or a similar one that you might have gotten in the mail this past week, could be a good swipe for you to model after for your current project.

      .
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  • Profile picture of the author SashaLee
    Hi there,

    One of your biggest challenges will be getting the direct mail piece actually OPENED.

    Lumpy mail get's the best success rate for opens. We use orientaltrading.com to find dirt-cheap items we can tie into our mailings. I don't care what niche your info-product buyers are in, you'll find a cheapo item here you can stick in the envelope and get immediate attention.

    Since your list is so small I also recommend you hand write the addresses on the envelopes - give it a very personal feel. And don't say you don't have time for this. You could employ a teenager for pennies to do this for you.

    Use a real stamp, or better still a couple of stamps.

    You need to think seriously about the link in your letter. Our clients have reported to us (in surveys we've sent them) that they never (<1%) go to the trouble of typing out a URL, unless they're looking to verify who the sender is and vet their credentials.

    If they're past paying customers, you might get more success. 500 is an awfully small amount to use for a test. I don't think your results will be conclusive one way or the other.

    I'd almost recommend a phone call over a direct mail piece. It's more personal, you get to build rapport. We're testing this right now with one French client who has customers in Australia. The response rate to a particular promotion has been staggeringly high. Their customers are actually amazed to get such a long-distance phone call and are sympathetic to the call. We're using a flat-fee VOIP service for this and it's working out great.

    Hope this helps,

    Sasha.
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  • Profile picture of the author davidreese
    Why not send a card with a coupon? Something like:
    "Wishing you a prosperous 2013.
    Signature

    David Alger
    Thumbtack Bugle We Get the Word Out

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    • Profile picture of the author Irish Intuition
      Since these are already customers, your communication
      can be a bit looser.

      Dan Kennedy has been sending me offers via the mail
      for years. I read EVERY one.

      Remember, your letter is a salesman, it has to do one
      of 2 things: sell them the product or sell them on the idea
      they need the product (so they want to find out more).
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