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 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
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”
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. ;)