Are You Focusing On The 20% Of Your Direct Mail Campaigns?

Did you know that 80% of what you make will come from 20% of what you do? It’s true, and you should strive to learn how to make the 80/20 rule work in your business. This is something that a lot of people strive to learn how to do, but don’t understand how to make it work for their business however.

And when it comes to direct mail, you need a lot of things to go right if you want to have success. The first thing that you will need to learn how to do is copywriting. Copywriting is the process of writing an ad or direct mail piece – that is typically used to generate higher response rates than usual.

So if you run an ad or direct mail piece and it doesn’t produce, consider tweaking some of the factors of your ads. Or simply, you can hire a copywriter to do it for you. Copywriters will charge you thousands of dollars for their services, but more than likely, the copy that they produce will be so outstanding, that it would make you wonder why in the world they offer so little for their services.

To succeed with direct mail, you have to be consistent. There’s a rule of life that has stuck with me till this day, and is very important for the success of your business. That rule is the 80/20 rule. 80% of profits that you make will come from 20% of what you do. And vice versa.

If you didn’t already know, success in your business lies all in your hands. You have the ability to turn it around in a snap, and this is something that direct mail will allow you to do. But if you want direct mail to work well for you, then you will have to follow a few key rules on how to make more money in your business.

One thing that you should never do is leave your direct mail strategy in the realm of brand advertising. First of all, you should never use brand advertising because it isn’t able to be tracked at all. So you don’t know who’s looking at it, whether or not people are calling, and whether or not your ad is work. This is why I don’t recommend brand advertising. It’s a wasteful form of marketing.

Instead use direct response marketing so that you can track your results. Even if you mail to California and Texas, you can run campaigns to see which state is more profitable. And once you find out this information, you should run your direct mail campaigns over and over to one of these states (or both!) to become profitable in a short period of time.

Direct mail shouldn’t be taken lightly and it’s something that really earn you a lot of money. If you really want to go down this path and use direct mail as a way of getting customers, then go for it. You never know the kind of response you will get from it. Just make sure that the list is targeted, and that you have the ability to get as specific as possible. Getting more specific will cost you money, but its ROI is never in doubt.

Good luck with using these tips to help you to earn as much money as possible in your business.

A Brief History of Direct Marketing and Its Application For Business Owners

Most people think they know what direct response marketing is all about. When you say the words ‘direct marketing’, most people don’t even heard the word marketing. Instead, they hear the word mail, as in direct mail, junk mail, or just plain old mail marketing. But direct marketing is much more than the tangible material used to make the marketing piece. It’s a way of marketing that’s measurable, accountable, and trackable.

Direct mail has been the workhorse of the marketing world since Montgomery Ward launched its first catalog in 1872. Back then, the idea of offering a world of goods through the U.S. Postal Service was revolutionary. To our farm dwelling ancestors, for whom shopping was a three-day trip with wooden cart and horse over rough terrain, ordering coal burning stoves, ice boxes, dresses and harnesses through the Montgomery Ward, Sears, and other catalogs was a blessing.

What helped the start of the direct mail industry? The U.S. Postal system, with its ability to reach nearly anyone, anywhere, was the catalyst for the direct mail surge. The growth of mass-produced items, America’s rapid expansion and reconstruction period after the Civil War also helped fuel the rising middle class and their appetite for newer, better and more fashionable things.

Direct mail continues to rise in prominence, supported by the famous catalogs. Direct response print ads soon joined the world of direct response. Print ads captured the imagination, attention and wallets of people for decades. Direct mail letters, with their classic Johnson boxes, postscripts, and multiple inserts also made their debut in the 20th century, followed by the ubiquitous donation requests and credit card offers of the 1980′s and 1990′s. Direct response television, in the form of infomercials and commercials for products, added demonstrations of products to the direct marketing world. With the advent of cable and satellite television, channels solely devoted to direct marketing products, such as HSN (Home Shopping Network), QVC and others bring beautiful, useful products into our homes and follow all the basics of direct response marketing.

Today, the growth is online. Although initially getting a bad rap thanks to spammers worldwide who send us such gems as advertisements for medications, drugs, and sexual enhancements, email marketing is now a respected player in the world of direct response. Display advertising, surging ahead of the older banner advertising, remains a prominent means of capturing attention and click throughs, especially when it’s placed next to relevant articles and content.

The latest tool added to our direct marketing toolkit is the use of keyword searches, both natural and paid, to enhances responses and online marketing. Measurable, accountable and trackable, keyword marketing is the latest interactive marketing technique to help businesses worldwide acquire, retain and create loyal customers.

Some marketers lump social media marketing and web 2.0 technologies in with direct response marketing. While these are valid forms of online marketing and can prove quite effective, they are not pure direct response marketing. It is difficult to quantify the exact return on investment (ROI) of Twitter, Facebook, and other social marketing campaigns. It’s also nearly impossible to track responses from each so-called campaign. Social networking is more about making connections and fostering relationships. Like trade show and event marketing, it is about reaching people and starting or cultivating relationships rather than marketing activities with measurable outcomes.

Key Takeaways

This brief history of direct marketing and its current status clarifies the changing world of direct marketing. Examining the marketing mix, managers need to ask the following questions to determine if a direct response campaign is the right tool for the job:

o Will we gain by understanding exactly where our responses come from?

o Will it benefit my company more by cultivating relationships with many, or dialogues with a few?

o How will we use customer data Secure it? Manage it?

o If we gather the data from the campaigns, will we use it?

The marketing mix is often a blend of various tactics to reach many and converse with a few. Direct marketing of one type or another is usually part of the marketing mix. Deciding how much of a part is predicated upon how much one needs to cultivate actionable, measurable transactions with customers.

7 Tips For Successful Catalog Marketing

The catalog can be a great sales and marketing tool for your organization. It has the ability to list and showcase many of your hottest products, and may have room left over for short articles or a brief company history. Before you head to the catalog printing phase, you should have a catalog marketing strategy.

Here are some catalog marketing tips that will prepare you to achieve your marketing goals.

1.) Get your catalogs into the right hands

Since catalogs are a more expensive endeavor than other forms of print advertising, it is important to give your catalogs to a market that wants to buy your products or services. Your catalog mailing list should be streamlined to weed out recipients who are unlikely to make a purchase. When you are selling to a niche market (such as bird watchers), it is even more important to match the catalog with the average niche recipient.

2.) Include the most popular products

Since each catalog is a product showcase that may be viewed by multiple people, it is important to focus on popular products or new products that your marketing team predicts will be hot sellers. The exception to this rule is when you want to sell off unpopular inventory that is gathering dust at the warehouse. In that case, you may want to heavily discount the merchandise and list it in the catalog.

3.) Use multiple calls to action

A catalog typically has enough space for plenty of calls to action. There might be order forms along with invites to visit the website and shop there. A call to action to visit the retail location can also be a good idea. Some people use catalogs to look at the products and learn about them, but they use a non-catalog method to make a purchase.

4.) Include customer testimonials

If you have the extra space available, including customer testimonials prior to catalog printing is a great way to show potential customers that your company deserves loyalty. Select testimonials that are not too boring and yet not so wild that the focus is lost.

5.) Give the best offers

Catalog recipients should have the best offers that are possible. An accepted special offer on one product may entice the buyer to add one or more non-discounted purchases. Offering free shipping for a minimum purchase amount is an excellent method to stimulate purchase behavior.

6.) Collect marketing data

It’s a good idea to study past catalog efforts of your company and make conclusions based on that data that can help for the next catalog issue. Be certain to adjust for new factors such as economic conditions and changes in customer preference.

7.) Test catalogs against each other

It can be a wise strategy to send out two versions of the same catalog if you are uncertain about a particular design choice, such as whether to include an order form and which products to use. Based on the responses from each catalog, you can tell which design is more popular.

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