Direct mail has long been a popular sales strategy for businesses of all sizes. But with the increase in postal rates, alongside the paper and printing costs, it is not exactly the cheapest technique. So what can you do to cut costs with your direct mail campaign to increase your ROI?
Only Send to Your Best Targets
Don’t waste money sending direct mail to people who are never going to act on it. You need to target your audience by making sure you are not sending mailings out to people who are no longer relevant to the offer.
Cleaning your list is the best possible way to keep costs down, otherwise you are going to be paying for printing and postage costs unnecessarily. There is no point sending 10 percent of your mailings to people who have moved address since your last campaign.
So go through your list, clean it up and refine it by demographics and other characteristics. You will end up with a smaller list, but the people on that list will be more likely to lead to a sale.
Reuse Previous Designs
Once you have got one letter designed, consider reusing it to save on future design costs. Alternatively, ask a designer to come up with a number of templates for you, and you can then simply change the main details like the image, headline and copy without having to pay for a complete redesign.
Print Marketing Materials Yourself
This may only be possible for small direct-mail campaigns, but it could end up saving you a lot of money. If you have a small list and you have a good printer in your office, use that instead of hiring a professional printer. Look around for good deals on ink, then stock up on high-quality cartridges from StinkyInk to ensure your final product looks professional, and you could make some good savings this way.
Print More in One Go
If you go with a professional printer, consider printing a large volume in one go, and then only send some of the marketing materials for each campaign. This is cheaper than printing small volumes each time, but you will only be able to do this with reusable sales material. Alternatively, design a number of mailers and print them all at the same time because printing higher quantities can be a great way to save money.
Hire a Professional Copywriter
A professional copywriter can be a large expense, but the results can be well worth the investment. They use tricks of the trade to increase conversions, and sometimes the results can be excellent. Simply increasing the conversion rate by a few percentage points may be enough to more than make up for the investment, depending on what you are selling. So try it out and see if this turns out to be a way to save money overall.
And Finally – Test Your Campaigns
The great thing about direct mail is that you can test it over time. You know exactly how successful each campaign is by the replies you get and the sales you make, so consider sending out two different letters to each half of your list and see which works the best.
You could make one long and one short, or simply change the headline for each letter. Over time, continue to test so that you can find out the best format for your particular offers. This is a long-term strategy, but it can earn you a lot more revenue as you find out what works.
John Sollars has run his company for many years now. An avid writer, whenever he has time, he likes to share what he has learned by posting on the web. Look for his interesting posts on a variety of blogs and websites today.