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Direct Mail Don'ts and Do's

by in Business Marketing
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Direct Mail Don'ts and Do's

Thanks to email and the Internet, a good deal of direct mail has fallen on hard times.  Just ask the U.S. Post Office.

That said, direct mail has been and still is a proven marketing strategy.  Trouble is, too many people don’t know how to utilize it.

Here is some conventional thinking about direct mail and how to turn it around.

1.  “Let’s do a mailing and see what happens.”

Huh-uh.  That’s as inefficient as “let’s run an ad and see what happens.”

Commit to four mailings and then evaluate.  Quarterly or bimonthly will do.

2. “We have to mail at least 5,000 pieces to get a decent return.”  No, you don’t.  

Even a mailing to 100,000 unknown people might deliver next to no results.  Concentrate on your own list, Known to Known; and don’t worry about the numbers.  Several years ago a client with a scientific company sent out a mailing to its 100 clients.  Within three months, he had heard from everyone.


3. “Printing and postage will be a fortune.  We’d better print in black & white and 

use bulk rate.”   No again.  Utilize gorgeous color to get attention.  An oversized postcard with beautiful graphics and copy that promotes benefits of working together will get plenty of attention.  Don’t compromise your image.

What do you do when you receive bulk mail?  File 13, right?  Then stop being hypocritical, thinking just because it’s your money, others will act differently.  Mail 25 or 50 per week.  That will keep your name out there and ease the demands on your cash flow.  There’s no law that says the total mailing has to be sent within 24-48 hours!

4. “As long as we’re spending the money, let’s tell them everything we do.”

Bad idea.  Concentrate on just two products or services, perhaps even one.  Pay attention to your WII-FMs (what’s in it for me?).  Don’t be logical; be emotional.  It’s all about the benefits to them.  Don’t bore them with too much information.

There are plenty of other hints that will make your Direct Mail campaign all the more effective, but if you concentrate on ridding yourself of these conventional ideas, you’ll be on the right track. 

Need some help with your Marketing Plan? 

b2ap3_thumbnail_cover14-web.jpg   Visit www.azobleassoc.com for information on our “Do-able Marketing Plan” workbook and “10-Minute Marketing Plan” program.  

b2ap3_thumbnail_udemy.jpgYou may also visit Udemy.com to sign up for our recently-approved fourth course: “Over 100 Ways to Grow your Business.”


b2ap3_thumbnail_2015schmoozing-cover.jpg  And don’t forget to order our 2015 e-Schmoozing Calendar, just $17.95.  The Calendar will offer you 12 months of ideas of whom to invite for breakfast, lunch or coffee every week.  There’s a script that’s pertinent to one of each month’s schmoozing suggestions, to make those initial calls easier for you.  Our Schmoozing Calendar is a terrific bargain and a great way to embark upon face-to-face, immediately effective marketing!



Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.

Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.