Direct Mail Basics for Small Businesses

Despite the glut of junk mail, direct mail marketing continues because it is still successful for many businesses. The key to a successful direct mail campaign is the mailing list. If you have a well-honed, targeted mailing list, you can get a better rate of investment (ROI) than if you are mailing randomly.

You can purchase a list through a good list broker. However, it is essential that you make sure the list is targeted, current, and legally sold. Get references and check on the list broker. There are too many people passing off stolen or old lists. In addition, it is not wise to buy a list blindly off of a web site or a CD Rom. Often such lists are randomly generated from various other lists and not frequently updated.

Buy updated lists when necessary to keep your list current. Every three to six months your list should be updated. Some local businesses or niche companies opt to do their own due diligence and create their own lists. This is only effective if you have the time and manpower to put into creating a strong list.

To do a direct mail campaign you need to:

Have a targeted (current) mailing list that suits your demographic needs Determine what you want to send (i.e. flier, brochure, postcard, sales letter) Find a mailing house Find a good printer, shop around and get quotes Have a means of tracking the success of your mailing

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