Getting the most from your direct mail list
Here’s a secret direct mail experts like to keep to themselves: the most important part of any direct mail campaign is... the list.
It’s true, although it’s not obvious: your direct mail list is the most important thing about any mailing.
Why?
Because no matter how compelling your offer, and no matter how persuasive your copy... if you’re sending it to people who just aren’t ever going to be interested in it... you’re wasting your money.
Let me give you an example. If you are a butcher and you sell the world’s finest pork sausages and you decide to send out mail to a direct mail list... imagine the lack of success you’d have sending it to the readers of Vegetarian magazine.
An extreme example, I know, but not so extreme as you’d think. Because sending it to a purely random list is going to be almost as big a failure.
So the very best direct mail list is going to be your list of existing customers or clients. Because they’ve already bought from you before and so are in the market for your products and services.
More than that, because they have bought from you before, they already have a relationship with you, already like and trust you, so it’s going to be much easier to get them to buy from you.
One professional copywriter I know had a client who sent the exact same direct mail marketing package to two different lists, and with one saw a 46% conversion on a £6,000 item, and 0% response on the other.
So, be willing to invest time, effort, and money in getting exactly the right direct mail list - it’ll pay you back many times over when it comes to getting results.
Have a look around the rest of this site and see some of the specific direct mail strategies you can use to increase your profits starting TODAY!
Happy Direct Mailing!
Chris Cardell
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