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If you’re a small business that regularly needs to test new markets for the best promotional approaches possible, direct mail is one of the best tools available: it allows quick product promotion campaigns on a tiny budget. You get fast results whose accuracy you can be certain of. Even if you can afford a network television marketing campaign, it is usually a better idea to start out with a well-targeted direct marketing campaign, instead. You need lots of dependable information on each market before you attempt to raise the stakes, after all. Here is how direct mail helps.

Direct mail marketing is fast

When a business has a competent marketing company to depend on, a direct mail marketing campaign can go from conception to delivery in just a couple of days. These campaigns tend to be so cheap, much financial preparation is usually not necessary. You can begin to see results by the end of the week.

Print and television marketing can take much longer to prepare. Not only do these campaigns require more effort, most good newspapers, magazines and televisions channels tend to be booked up weeks in advance. Your campaign can’t get off the ground until you get a spot.

With direct mail marketing, it’s far easier to split-test your message

It can be a challenge to zero in on the right approach to use for your target audience in any marketing campaign. Often, you need to try multiple messages and formats until you find a formula that works. With conventional marketing, such splits tests can be prohibitively expensive. With direct mail marketing, though, all it takes to find something that strikes a chord are several inexpensive, limited-run campaigns with a few hundred pieces each time.

Campaign analysis is far easier with direct mail marketing

Since direct mail marketing campaigns target limited numbers of consumers, it can be easy at the end of each campaign to measure the effects. You know how many pieces of mail you sent out and how many responses you get back. The availability of such precise data can make for a better informed marketing approach.

You get to micro-target your campaign

Direct mail marketing is far more efficient than email marketing or even marketing over print or television: you get to precisely target just the consumers who are most likely to convert. Small, precisely targeted campaigns tend to be inexpensive and easy to keep under control. Keeping campaigns under control is important because there is such a thing as a campaign that is too successful.

Many small businesses that try marketing through email, popular newspapers or television channels end up surprised at the avalanche of responses they get. Many of them tend to be irrelevant: ones from people who completely misunderstand the nature of the product or service offered. When serious buyers call, they tend to get lost in the crowd and to leave, having been ignored. It can make far more sense to run a tight campaign with direct mail.

For marketers who like precision in their efforts, direct mail marketing is the perfect tool.

Contact Better Letter for all of your direct mail needs! 678-565-9388

Roswell Georgia Direct Mail Company

Call Better Letter: 678-565-9388

Penguin posts a letterResearch and testing are both important when you’re trying to get a direct mail campaign to perform. The two terms aren’t interchangeable. You perform marketing research to predict how different ideas will work if you decide to try them out. You perform testing to analyze the results of campaigns already completed.

Only midsize and large businesses usually have the budget to put into these techniques. Very small businesses that don’t have the budget usually need new angles to help bring some precision to their direct mail marketing plans. They can’t afford to have their postcards and packages go to waste as they tweak their ideas and spend time analyzing where each approach goes wrong. A few ideas for such angles can help.

Going to the source

Research and testing for your direct mail marketing ideas does not necessarily need to happen right in your office through the study of marketing data. It would be much cheaper to create mockups of your direct mail packages/postcards/brochures and directly take them to places where your customers are usually to be found. You could go to a local mall, multiplex, concert hall or sporting arena; if you target business customers, you could head to a business conference or expo.

When you directly approach your target audience, you can show them both your product and your direct mail mockups to get their reactions. You will know right away if they seem to love them or hate them. You will also be test your mailing list out this way. If your mailing list has the right target audience, you’ll know see proof of it, too.

Direct mail marketing research is no different from product research. Just as you would never think of manufacturing and marketing a product that you never tested with actual consumers, you shouldn’t invest in and send out direct mail without some actual face time with your audience. Going to real consumers is far better than even a focus group study. It’s real.

It’s important to know how to talk to your audience

Many direct-mail marketers trying the face-to-face research approach make the mistake of asking poorly framed questions. Some, for instance, show their consumers their direct mail mockups and ask them questions that go, “Do you like this headline or dislike it?”

It makes more sense to ask an open question; something like, “How do you like the way I’m building my brand?” can bring you more usable information. Rather than handing out a questionnaire that’s full of boring questions, simply asking respondents to write out two lines of their own can bring out meaningful answers, too. Given the freedom to say what they want, consumers are often much happier to respond.

Try to find out exactly what problem your product solves

Marketing researchers often recommend that campaigns center around showing consumers how a product solves a problem they have.

If you have a product that solves a problem, your direct mail campaign should do a good job showing consumers how exactly it achieves that. The more face-to-face contact you get with your consumers, the more opportunity you will have to find out for yourself if the content of your mailers brings the message home to them that their problems are about to be solved. It’s the best kind of marketing research possible.

bulk mail services Atlanta, Georgia

Call Better Letter: 678-565-9388

Direct Mail Tips Perfecting The Johnson BoxUse of a bold Johnson Box, complete with distinctly relevant and personalized information, immediately engages the reader.

Frank Johnson, creator of the Johnson Box, died on March 8, 2001 at the ripe old age of 88. He had been a strategic direct mail copywriter and was one of the first to take marketing to new heights within the direct mail industry by anticipating and boosting the response of the letters he was writing. He accomplished this by placing key information at the top of letters with the intention of quickly taking control of a reader’s attention.

Imaginably, Frank Johnson may have happened upon this inspired concept from reading newspaper headlines which had been capturing the attention of readers with intensely exciting headlines compelling them to turn the page and read on. Regardless of the impetus for Johnson’s inspiration, the concept worked and the Johnson Box has since been a mainstay for marketers from local fund-raisers to Madison Avenue and everywhere in between.

This is one strategic design tip you can begin using right away with direct mail. Determine the main benefit of your offer for the target audience and position it in the Johnson Box. Also include contact information such as your phone number or your URL so readers can act on this information immediately. Do not be afraid to think outside of the box and allow creativity to thrive. Substitute asymmetrical shapes, circles, or simply enlarged plain text with no box at all to serve the purpose of the Johnson Box. The main point is to highlight and personalize what you are offering.

However you choose to utilize the Johnson Box concept, make a Johnson Box appropriate for the particular letter and unique package objectives. One size does not necessarily fit all. Research, document, test, and perfect your messaging with the help of a professional direct mail company. Test different Johnson Box ideas with the same letter and artwork as well as with different designs. Although marketing is arguably more of an art than a science, even if the response rate increases only marginally, it could mean much more in the lifetime value of a customer and in your ROI. As with all of the other tools available to savvy marketers and business owners, a Johnson Box is one of the easiest ways to cause direct marketing response rates to upsurge.

Who are people and what on earth motivates them to act now? The combination of training, experience, temperament, background, involvement, and matters of, relating to, or involving a combination of social and economic factors will impact people’s behavior whether they work alone or as part of a family or team. Once marketers have won the battle for attention, they must then identify a problem in need of a solution. Then, having taken advantage of an opportunity to position their product, service, or organization as the most preferable solution, marketers must prove their worth with credible performance and follow up with an invitation to act. Direct mail is the most effective method of packaging all five of these crucial motivating steps sequentially into one cohesive piece of tangible messaging and the Johnson Box concept has proven to be an extremely effective tool in getting marketers to first base.

Contact Better Letter for all of your direct mail needs! 678-565-9388

Direct Mail Sandy Springs GA

Call Better Letter: 678-565-9388


When people on your mailing list receive your mailer, they need to stop what they’re doing to see what it’s about. You need to make it worth their while to be interrupted in this way. Everything about your mailer needs to look legitimate, honest and pleasing.

Unfortunately, a great deal of direct mail completely gets it wrong on all three counts. If you’re planning a campaign, appreciation of these mistakes can be a quick way to set your mailers apart from the majority of what your audience receives.

Using transparent hook lines

Direct mail marketing that tries to snag your attention with loud words like Urgent, Time sensitive information inside, You’ve been hand-selected for this offer and Free shopping worth $5,000 tends to be seen by consumers as completely worn out today. People realize that offers that go out to hundreds of people cannot be all that special. These types of hook lines clearly mark a direct mail as junk.

Since most people know that sensationalist hook lines never amount to much, honest, humble, brief, consistent and transparent messages are the only way to make a point now. You need to offer usable information that will help consumers see that you have something special to offer. It is especially important to drop every word from your vocabulary that is likely to put a consumer on alert for cheap tricks. Terms such as Free, Save, Special, $$$ and the use of excessive punctuation do not work.

Using uninformative envelopes

A large bulk of direct mail ends up in the trash simply because the envelopes that they are sent in do not offer information about their contents. They are plain envelopes printed with nothing other than the name of the sender and his company’s name. Businesses that aren’t already very popular with their target audience are unlikely to get far with these envelopes.

It’s important to research your audience and find out exactly what you can say on your envelopes to appeal to them. There is no other way for them to know that opening an envelope from you is likely to be worthwhile.

Placing your marketing promises front and center

Cheap infomercials have a common angle to getting your attention: they put their Save 50% today messages and Money-back guarantee, no questions asked messages front and center. Sometimes, you even see these messages before you hear about the product. It’s as if their money-back guarantee is the core benefit to dealing with them.

While savings and guarantees are important trust builders, stressing on these ideas only makes people think that your product is so bad that you’re afraid to even talk about it before you offer savings and guarantees.

A winning direct mail focuses tightly on the needs of the consumer and the way the product meets them better than anything else.

Making the call to action hard to find

Many direct mail letters work so hard to tell consumers about how attractive their special pricing is that they neglect to make it clear what the consumer needs to do to actually buy. While they set out the benefits and savings in attractive print, the buying area is in small, black ink, and in a part of the mailer that doesn’t draw attention.

In a sensible direct mailer, the call to action is where the customer would naturally expect it to be. It is double-checked for intuitive placement, right next to the value proposition.

Finally, you should never make the mistake of looking like a spammer: you should never overlook the necessity of an opt-out. Professional mailers always give consumers the right to ask to not be bothered with mail. A prominent opt-out option makes you look legitimate like nothing else can.

Peachtree City Direct Mail Company