Get a LOC on Direct Mail Marketing

Successful direct mail marketing begins with setting a few priorities.  At JDM Digital, we categorize the direct mail campaign process into three parts:  List, Offer, and  Creative (or “LOC” for short).  We also strongly prioritize our efforts in that order.  That’s how you get a “LOC” on direct mail marketing!

Direct Mail Marketing: “List”

The most important part of any direct marketing campaign is the list. This is the “direct” in direct marketing. If you’re sending your message directly to the wrong audience, what’s the point? Don’t just buy a list of zip codes if your business is not regionally-focused. Don’t purchase a list all at once—rent one. JDM Digital is generally weary of list brokers anyway. Consider purchasing/renting a portion of a publication or event list. These lists are usually opt-in and under-saturated.

The list is the single most important part of any direct marketing activity. Don’t even begin to think about possible promotions or creative design until you’ve locked down your list.

Even the world’s best offer and the most creative concept will fail if it’s sent to all the wrong people.

“Offer” or Incentive

Once you’ve nailed down the list, the next step and the second most important part is developing a relevant and aggressive incentive or offer for taking some action. “Call today” is neither incentive-based nor much of a call-to-action.

Ask yourself, “why should they call today?” It’s human to act on something with an incentive.

You could run a Power Play, an incomplete offer, sweepstakes, discount, swag or giveaway — whatever.

Keep in mind that without a strong AND relevant offer or incentive, people won’t respond to your direct mail campaign.

This is the second most important part–well ahead of your creativity.  It’s worth a little extra effort.

Direct Mail “Creative”

Traditionally, people think about list, offer, and creative in exactly the opposite order. That strategy will almost certainly fail.  Creative, whether a cleaver call-to-action, gorgeous design or innovative packaging is great, but when you run the numbers it just won’t ensure campaign success the way a great list and a powerful offer will.

Creative should speak to your specific audience (that’s the list), promoting a relevant and action-provoking offer. That’s it. Don’t let yourself get carried away with creative. Remember, the list and the offer come first. Let the creative flow from them.

More information about behavioral marketing and design, can be found in our “Psychology of Marketing” white paper.   Check it out.  There’s no registration required — yet. ;)