Boosting Online Traffic Through Direct Mail Marketing

The Power of Direct Mail Advertising

Direct mail advertising allows you to target your audience based on their demographics, location, and interests. Postcard mailings, in particular, have been successful due to their cost-effectiveness and immediate impact. There's no envelope to print, stuff, or open, and the message is instantly visible, capturing the reader's attention.

Your mailing can be a one-time event or a series of mailings. Long-term direct mail campaigns have proven to be the most effective, as each successive postcard generates more results by making your name and message more recognizable and memorable.

Checklist for a Successful Direct Mail Campaign

Before launching a direct mail campaign, it's crucial to consider several factors. Here's a checklist to guide you:

• Choosing a Mailing List - Select a reliable source that guarantees the list. Consider the following:
• Is it targeted to your exact audience by income, gender, location, or interest?
• Will the list broker/source reimburse you for bad addresses?
• How often can you use the list? Is it time or use limited?
• What is the source of this list? Magazine? Database? Phonebook? Membership?
• What format can you get it in? DB? ASCII? Labels? Tape? Diskette? CD?

• Designing a Postcard - Choose a firm that understands postcard design. Avoid cramming too much information. If you have a lot to say, spread it out over a series of mailers. Consider the following:
• Does it meet postal requirements?
• Are you using color and graphics effectively?
• Does your headline capture the reader?
• Do you tell them what you want them to do? (visit your site!)
• Is your message simple and clear?

• Printing a Postcard - Choose a printer that can show you postcard samples. These can both serve to show the quality of their work and give you ideas for your card. Consider the following:
• Is your printer familiar with postcard printing?
• Is it mailable weight? Is the thickness correct?
• Are the dimensions right? Does it meet postal codes?
• Can the printer meet your deadline?
• Should you print extra for future use? What's the cost?

• Bulk Mailing - It's recommended to use a lettershop for your mailing preparation. A lettershop can save you enough money on bulk mailing postage to pay for their services and save you hours of labeling and stamping. Consider the following:
• Will you use your permit or your lettershop's?
• Are you using labels or imprinting the cards?
• What is the bulk rate for this postcard? What's first class? What will you do?
• When will the postal drop be? When will it arrive in your customer's hands?
• Does the piece meet postal code? Is the permit number correct?

This checklist is not exhaustive, but it should guide you along the general route and help you avoid major pitfalls.

Planning and Tracking Your Direct Mail Campaign

Remember the old adage: Failing to plan is like planning to fail. There's a lot of planning involved in a direct mail campaign. The better prepared you are, the better your results will be.

When planning a mailing, work backwards from the date you want the card to arrive. Add in the time for design, printing, labeling, and mailing. Be sure to have a buffer in case any complications arise. You can always ask a lettershop to hold a mailing a few days. That's a lot less stressful than rushing the job and paying for the resulting mistakes.

Choose suppliers that have experience with postcard mailings. They can help you with all the details. Or better yet, choose one source to manage the entire mailing.

Don't forget to track the results of your mailing. You'll likely find that hits will jump suddenly, and then trail off over a few days. Try to space your mailing out so that the peaks and trail-offs overlap slightly for maximum results.

Direct mail advertising is a powerful tool that can significantly boost your online traffic. By following these guidelines, you can create a successful direct mail campaign that will help your business stand out in the crowded digital marketplace.