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Direct Mail Checklist

Mar 04, 2010

Direct Mail Checklist

You’re busy running a business.  Make creating results-generating direct mail campaigns quick and easy with this Direct Mail Checklist, and ultra-condensed version of our 12 Steps to Direct Mail Success white paper.  Print it out, tape it to your wall, and reference it to optimize your direct mail decisions.

Have a question?  Need more detail?  Request the full white paper to .(JavaScript must be enabled to view this email address).  Inside, you’ll get in-depth insights into all the steps you’ll need to take to maximize the success of your direct mail marketing.

Step 1: Making a plan
•    I’ve listed the goals I want to achieve with this direct mail campaign
•    I’ve clearly identified and articulated my target audience
•    I’ve clearly identified and articulated my key messages
•    I’ve “storyboarded” my campaign
•    I’ve made a budget

Step 2: Crafting the offer

•    I’ve crafted my offer with my particular target audience in mind
•    My offer supports the goal I’m trying to achieve
•    I’ve made it easy for my prospect to say yes to my offer (and hard to say no)
•    I’ve explained the benefits of the offer to my target audience (why they must act now)

Step 3: Building (and maintaining) a good list
•    I have a “sign up for our mailings” form on my website that populates my in-house mailing list
•    I ask for my customers’ personal information and I keep that information in my in-house mailing list
•    If I’m buying or renting a list, I do so with my overall direct mail campaign goal clear in my mind
•    I segment my mailing list and target my direct mail to those unique segments
•    I use the personal information I have to personalize my direct mail pieces for each recipient
•    I track responses (and non-responses) to continually improve my mailing lists

Step 4: Choosing a mailer
•    I’ve chosen the type of mailer I’ll use based on my goals, my target audience, and my message
•    In choosing a mailer size, I’ve balanced effectiveness and cost
•    In deciding whether or not to use color, I’ve considered my particular mailer and balanced noticeability and cost
•    I’ve chosen the appropriate mail class, depending on my goals and my timeframe

Step 5: Writing good copy
•    In my copy, I speak to my mail recipients
•    I imagine my recipients asking, “What’s in it for me?” and I tell them

Step 6: Designing my mailer
•    I use eye-catching, relevant graphics to instantly communicate my message
•    With every design element, I’ve asked, and answered, “What’s the point?”
•    The design elements I use are consistent with design elements I use elsewhere; they  reflect my brand
•    I’ve used white space with purpose
•    I’ve chosen my colors with an understanding of the messages different colors convey

Step 7: Writing my headline and P.S.
•    My headline and P.S. grab attention and cultivate an emotional connection with my prospect
•    I use the active voice
•    In my headline, I “tell ‘em what I’m going to tell ‘em”
•    In my postscript, I “tell ‘em what I told ‘em”
•    I explain how what I’m offering will benefit my prospect
•    I will test different headlines and postscripts

Step 8: Making it personal
•    I keep detailed data on my customers to pull together into a personalized mail campaign
•    I use a targeted mailing list to get to know my prospects
•    I personalize my message for each individual mail recipient

Step 9: Calling my readers to action
•    My call to action is crystal clear
•    I repeat my call to action just often enough to be memorable
•    I give my prospect a credible reason to act right now

Step 10: Integrating direct mail with other marketing tools
•    My online and direct mail marketing efforts complement each other
•    I contact my customers in the way that they want to be contacted

Step 11: Test, measure, repeat
•    I test only one element at a time
•    Before I mail, I develop a method for measuring how my recipients respond
•    I calculate both response rate and ROI

Step 12: Send, send again

•    In the course of a single campaign, I continue sending mail to non-responders
•    I develop a system for communicating with customers through the sales cycle
•    I never stop mailing to my customers, unless they ask

At the end of the day, the goal of all marketing is to educate people about what you’re offering so that they take the offer.  Direct mail can help you do that.  Following these 12 steps will make it a success.

And remember, with easy, affordable mail solutions, Click2Mail can help.