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How to Choose Which Type of Direct Mail is Right for You

by Lynne Saarte

July 16, 2008

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The type of business you have will have a big impact on what kind of direct mail piece will be best for you. Service-oriented businesses like accountants and doctors, only need to communicate with customers about four times a year – once a quarter. Product-oriented businesses, like clothing retailers, must communicate with customers much more frequently – about once a week to let them know of new sales or changes in inventory.

The type of business is only one variable, though, to which direct mail piece to use and when. Your choice also depends on what result you want from your direct mail piece.

Here are three common direct mail marketing results and which type of mailer will help you achieve that result.

If you want to boost sales:

If you are trying to get new customers, you need to communicate at least one benefit of your product to your targeted new customers. You also need to include a call to action. A flyer or postcard will work well to get new customers because these are short and sweet to read, and they have more of a chance of being read than something longer, like a brochure.

If you want to boost sales by getting more of your current customers to make a purchase, you should include a discount or special offer. You need to include a time sensitive offer to get people to take action.

If you want to reward customers:

If you want to thank your customers for being loyal, reward them with a “thank you” note or offer.

Sending a “thank you for your business” note or card is both cost-effective and a great way to keep loyalty. Letting customers know they are appreciated can go a long way. You can send a thank-you note at any time of the year, but most businesses send them around the holidays.

If you send an offer, it should be personalized – you need to address the person by name (not just “Dear Customer”) and give them something that they will use. A free item or a discount on their next purchase works well. You’ll want to make it time sensitive, but give your customers more time than what you would for new customers. This extends your generosity and gives the customers more time to take advantage of your offer. You should use a postcard with a detachable coupon to get your customer’s attention and to prevent your offer from being looked over (like it might if it were in an envelope).

If you want to generate leads:

Generally, a postcard or letter is used to generate leads. Brochure printing also works well. You do not need to include a call to action on this type of mailer because you are just trying to warm people up for the follow-up call you’ll make within the next week or so. If you can include a sample promotional item – like a sample of your newest lotion tucked into the envelope or glued to the postcard or brochure – this will intrigue the customer into wanting to know more about you and your product.

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