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How To Produce Effective Money Making Direct Mail Campaigns

By Expert Author: Roseline Pecos

Direct Mail Campaigns - What You Need To Know

If you are an experienced online marketer and know copywriting, then you really should think about entering direct mail marketing. On a shoestring budget, there are proven ways to get started. All you need to do is build from your humble beginnings to succeed. What you'll find with DM is you need to be more on the ball with your budgeting and strategies. You need to be able to create small campaigns and improve upon them. The goal is to do small mailings, then expand, testing as you go along. Testing is how you learn and make your copy better so larger mailings are more successful.

Although your sales copy, and your offer, are extremely important, you need to have a call to action that gets results. You want to avoid creating sales pressure in coming on too strong when you do this, however. People are funny in that you have to lead them by the hand with every step that you make. It's all about motivating your potential clientele to take a specific action that can lead to the sale. Whatever desired action you would have them do, this needs to be the focus of your sales copy every time. Always consider location of the call to actions. If they are in the right places, you will see your desired results. What you want to do is tell them how to solve the problem, which is the first call to action you want them to take.

You are aware of the fact that testing and improving your campaigns is critical. You might not know, though, exactly what you should be testing and the best strategy to do so. The headline is one of the most critical aspects, which is why it should be tested first, then comes the offer and, lastly, you want to look at price. The offer is always the most powerful element of any promotion, on or off the web. But you want to test the headline first because that will ensure the maximum number of people get to your offer.

The easiest way is to separate your mailing list into sections. Once you've done that, it's time to try different headline variations and then do the same for the other two elements. To figure out which version is converting better, you'll have to add tracking codes.

Every direct mail campaign you run can be taken advantage of to fulfill certain target marketing objectives. This translates into the need for an overall direct mailing strategy that considers the current and future mailings. Generally, branding can be costly, but increasing brand awareness can be achieved through your offer in direct mailing.

Direct mail can also be used to expand your customer base by generating new leads. And don't forget you can structure your promotions exclusively for generating leads. You could even use your direct mail pieces - structured so they aren't promotional - to establish a relationship with your prospects. The key is to offer the reader value and to avoid trying to sell them something.

It is so easy to make improper conclusions in regard to direct mail when looking at it from the outside in. This tends to distort your perception of it. We are not teaching you to send out junk mail to people that do not want it. There are different goals you can reach, all of which serve a unique purpose in any business. Copywriters in general are chastised by some people for the direct-mail pieces they create. Yet, the very same principles and techniques are used by all businesses on the net. You will succeed with this particular marketing method. Historically, it has always worked well, but only with those that understand what to do. JBS Printing Services

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