Industry Insights

We've devoted several issues of The Hawthorne Newsletter to direct email. While direct email has been very popular -- and effective -- over the past couple years, the most successful marketing campaigns use a multi-channel approach. So in this issue we offer 11 quick tips on getting the most out of print direct mail.

Plus, we've released a complimentary new paper entitled "P.R. Basics: A Primer on Media Outreach" -- click here to download your copy. The paper wraps up the tips and best practices outlined in our "Basics of PR" series featured this year in The Hawthorne Newsletter.

As always, if you have any questions or wish to speak with any of us just call 978-745-4878 or email me at chris@hawthornemedia.com.

• Current Issue
• December 2003: Update on Federal Anti-Spam Legislation
• November 2003: Direct Mail Tips
• October 2003: Impact of Spam on Direct Email; Value of PR (Part III)
• July 2003: The Value of PR (Part II)
• March 2003: The Value of Public Relations (Part I)
• December 2002: Reader Feedback on Hawthorne's 50 Tips
• November 2002: Making Sales in a Tough Economy
• September 2002: The Secrets of Effective Communication with Customers, Employees and Partners
• June/July 2002: ROI & Distance Learning
• May 2002 Newsletter: Accelerating E-Learning Adoption Inside Organizations
• March 2002 Newsletter: Trends in the Training & E-learning Industries
• October 2001 Newsletter: Marketing Thoughts
• August 2001 Newsletter: E-Mail Direct Marketing Tips
• June 2001 Newsletter: Marketing E-Learning Inside Organizations
• May 2001 Newsletter: Sales & Marketing Tips for Tough Times
• March 2001 Newsletter: Search Engine Visibility Tips
• February 2001 Newsletter: Trade Show Tips
  
• January 2001 Newsletter: Marketing Tips

Getting the Most from Direct Mail --
11 Quick Tips

1. Jumbo postcards cost far less than traditional multi-piece direct mail and can generate excellent response rates. Keep the copy brief and always make the call-to-action prominent.
2. Your call-to-action can direct recipients to your 800 number or to a dedicated landing page on your website. (e.g. www.yourwebsite.com/offer) We've found that given the option, many recipients will opt to go to your website over the 800 number.
3. Offer recipients something of value for responding - for example, a free resource like a white paper or article. Other offers such as 30-day product trials and free previews sometimes work but are generally less reliable in generating good response rates.
4. Pick the right list. The offer and the list(s) are the two major factors that will determine the success of your campaign. There are literally thousands of lists to choose from. While compiled lists (lists compiled from a variety of sources) sometimes work, we've found that lists of subscribers to controlled circulation trade magazines are more reliable. Start by picking publications that your buyers read and explore your options. Many of these lists allow you to select names according the demographics of your target buyers.
5. Test lists and offers: Before you roll out your campaign to a large list of recipients, be sure to test the lists and offers. Test lists by mailing to about 5000 recipients on a list (the typical 'minimum' order for most list rentals). Not sure which offer will pull better? Try splitting the list and send one offer to one half of the recipients and the second offer to the other half. To successfully test lists and offers, we recommend you plan an effective tracking system before your direct mail is printed and mailed.
6. Don't forget a return address! Sounds obvious, but it's often overlooked.
7. Copy: Focus on the benefits! OK, this may sound like Marketing 101, but many of the direct mail pieces we've seen miss the mark on this point.
8. Design: Keep the typeface large enough so recipients can easily and quickly read it. Many direct mail pieces fail by trying to cram too much copy on a page or a postcard.
9. Design: Consider where the reader's eye is drawn to first when designing and writing copy for your direct mail piece. For a direct mail letter, people tend to read the "P.S." first, then scan to the middle of the page. Make sure your key messages are prominent in these key locations.
10. Sending an invitation? Consider making it more "personal" by applying a live stamp to the envelope. It costs more than an indicia or a meter-stamp, but more recipients will open the envelope.
11. The U.S. Postal Service provides a wealth of essential information (such as design guidelines that can help you reduce your postage costs) and tips on the web at: http://www.usps.com/