Simply sell directly

Advices for a successful direct mailing


If I Had More Time, I Would Have Written a Shorter Letter. Voltaire

Envelopes, an essential part

The reaction on the promotional material appears when the mail is collected, and depending on the envelope, this reaction can be positive or negative. The envelope transmits a message even before the letter has been read. By color, size, address, or writing, the envelope can attract the customer. However, the envelope should always contain honest and concise messages, with no ambiguities. The envelope should also be sincere about the commercial aspect of the letter, otherwise the receiver can think of it as a private correspondence and later feel tricked, which would cause him to ignore the message.

Urgent Very Urgent

There are several words which should not appear in commercial mailing, and these words are: urgent, important, confidential, and personal. People feel tricked and don’t believe such words. Moreover, marketing actions and content cannot really justify the utilization of this kind of words. At the same time, people respond positively to words such as free, for free, or gift, even though they are overused.

Awaken the senses

Usually mailing addresses our sense of view through images, colors, but also texts. People like a message of visual richness and these messages are also easier to remember. To improve the appeal of a letter, it is possible to resort to the sense of touch as well, by using quality paper materials with unique characteristics which can create interest for certain clients. People can be attracted by ecological, silky, or lineated paper according to their own taste, but it is important to keep in mind that this is an area worthy of attention.

A successful message: words that sell

In a promotional letter, the message is an invitation to action and the success of the letter is correlated with the client performing the action. The text is, in this case, vital. The writer must ensure that his text is highly attractive and efficient in communicating. He should have knowledge on the products and present them with a obvious enthusiasm that receivers can feel through the text. At the same time, an efficient text is always brief and simple, with no more than 15 words in a single sentence. If the text is boring, the letter will be thrown away.

Form and content

In a far-reaching message, form and content should be visually attractive. Attaching a response tool to the letter and a coupon, module, or card as a brochure is also a highly recommendable strategy. The response sheet will make it easier for the client to respond. The writer must sign the letter with his own name and add his position in the company.

The purchase order

In mailing, the content order is decided by the receiver and not by the sender, so it is possible that the purchase order is the first item he notices. The purchase order contains usually a booking or a registration form, which must be represented in the same style as the message, being in unity with the whole message. From the purchase order the client must understand the benefits of the offer or the promotion, with a clear indication of prices so the process of ordering can be executed fast and simple, in a tone of positivity.

Post Scriptum

When the message does not include a coupon attached to the letter, the post scriptum takes the main role in the letter, because it is the place where the company can make the sale proposal to the client. The PS should be brief and simple, and appear in bold, apart from the main body of the letter. It must offer a brief summary of the offer but also list some arguments to why the letter must be read entirely.

The database

The most important challenge for a company in managing a direct mailing strategy is establishing a database with information on the receivers. As part of this process, the company must identify its targets and establish exactly who is the target. A database containing the targets is mandatory for a marketing plan.

There are two types of receivers:
a) consumer market - the consumer
b) company market - company

A database on clients of type A. will require more in depth information for the company to be able to offer them specific products or services. A database on clients of type B. will need less detailed information. The company market usually deals with data such as number of employees, affiliations, or revenue, information which is easy to compile. The consumer market, on the other hand, requires more comprehensive and specific information, focused on certain details like marital status, income, employment, family structure, lifestyle, hobbies, and preferences.

ConsulterInformationCompany
Name and surnameNameCompany name
QualificationSocial positionLegal form
Street, City, Zip CodeAddresStreet, City, Zip Code
PhonePhone – FaxPhone – Fax
Gender
Nationality
Date of birth
EmploymentMembership Category
Marital statusFeatures Socio-demographicRevenue
Family structureNumber of employees
IncomeAffiliations
Preferences
Attitudes
Interests
Lifestyle

As you can see, the type of information required for the ''consumer market'' is much more specific and numerous than those for the companies

The market

When the communication happens on a business to business level, the only important information refers to the product sector of the company, because in over 83% of situations, it follows a logical association.

The consumer market includes many levels of information, that are highly important and more difficult to compile, such as social status, age, sex, income, or others. A mailing database that covers a customer market will require profound analysis in comparison to a database on company market.

It is impossible to do a mailing campaign without having a selection of addresses to send the offers. For an efficient use of the database, every process and every step of the marketing activity must be planned accordingly, following the informational and commercial goals.

Where to find the database

The acquisition of a database must be included in the total investment process of a company because it brings many benefits in different areas of a business. If in the past, every company had file cabinets with addresses, nowadays the innovations in technology allow addresses to be kept in a virtual place. A mailing process requires a type of information that is integrated in a management system, from where it is available for easy access and can be further adapted to meet other marketing demands. A database can be internal, meaning it contains information on the actual clients of a company. There is also a type of database that is available for purchase from companies specialized in selling data.

New opportunities

Getting access to a rich database with lists focused on customer market is an easy process. Many media groups offer the possibility of renting lists of data at low costs, providing quick access and reliability.

As a conclusion, written communication has developed in time and it now takes many forms and comes with different functions, including promotions or distance selling, which are used extensively in the business world. Used strategically, written communication can determine the marketing success of a company.

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