Entrepreneurs Brief Guide

“How to Manage Direct Mail”

Dr Jim Porter

Direct mail is a personally addressed form of advertising delivered via the post. Most start-up businesses employ the direct mail form of advertising as it is quite feasible to send what you want, when you want, to your target customers; the results can be easily tracked.

In 30 minutes, learn how to:

Set your objectives for direct mail

Mail your existing customers

Compile a mailing list

Rent a mailing list

Copyright

How to Manage Direct Mail

Dr Jim Porter

Revision: SW2.020.001

Copyright © 2011 – All Rights Reserved.

Smashwords Edition

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please purchase your own copy.

Thank you for respecting the hard work of this author.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the written permission of the author.

ISBN: 978-1-4659-7752-6
Publisher: Smashwords, Inc.

Direct mail is a personally addressed form of advertising delivered via the post. Most start-up businesses employ the direct mail form of advertising as it is quite feasible to send what you want, when you want, to your target customers; the results can be easily tracked.

Direct mail allows you to communicate information about your products and services directly with those who may be interested in them. However; it is often dismissed as junk mail. Direct mail can be highly effective in both business and consumer markets if it is properly planned and researched.

In addition to a mailing letter, you can include a range of enclosures such as a product brochure, order-form and pre-paid reply envelope. Avoid cutting corners when preparing your materials, as the success of your mailshot depends on the quality of the materials provided.

A high-quality mailing list is pivotal to the success of your mailshot campaign. The most effective mailing lists are those sourced in-house from a well-managed database. Such databases enable you to identify the preferences of the recipients, enabling you to tailor your mailshot accordingly.

Have a clear set of objectives

You should have a clear understanding of your objectives you wish to achieve through the mailing.

If you are looking at boosting your sales, know your target and by what time you wish to achieve it.

Ensure that the mailing will provide information to your existing customers.

If you’re aiming to reach out to new customers, you must have an idea about the number of new names you intend to start with.

Ensure that mailing will allow you to make follow up calls to your customers.

You must be aware of the costs involved in mailing:

Costs of compiling or renting a mailing list.

Opting for a mail shot could drastically reduce the cost per unit .