Direct Mail Checklist
Check your direct mailer against this list of must-haves
provided by Rock Your Marketing. Does your piece contain every element?
1. An Offer: Why should your customer care that you’re
sending them mail?
2. A Deadline: If you don’t ask them to respond by a
certain date, you’re asking them not to respond.
that makes sense for the demographics. Promotions,
LTOs and special events might be a quick single hit.
;ink about how you want the piece to be used, and
what other tactics you’re leveraging to support your
initiative, and that will help guide the frequency of
3. A Compelling Headline: This is what gets your reader’s
attention and draws them into your marketing message.
4. Personalization: “Dear Homeowner” won’t cut it.
Using a first name dramatically increases engagement.
The more you can personalize your message, the more
successful you’ll be.
“Direct mail takes time and testing to get it right,
but once you do you’ll see consistent profits,” Lex concludes. “;ere are enough holidays and events that you
can have a reason to mail at least once per month, if
not more. I love to create marketing messages around
‘wacky’ holidays, such as National Pizza With Everything Day on November 12. I’ve yet to receive an o;er
from a local pizza place on November 12.”
5. Your Contact Information: As much contact information
as your customer will require to do business with you is
precisely how much to include. Phone number, e-mail,
website and address should all be standard.
Direct mail should be seen as an irreplaceable tool
in your marketing toolbox. Combined with your
other marketing e;orts on- and o;ine, your competition won’t stand a chance.
Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.