Recession-Proof Sales with Direct Mail

Keep Customers Engaged in a Tough Economy

Mar 27, 2009 Wendy Roltgen

In a recession, it is more important than ever to stay in front of your customers. Direct mail is an affordable way to keep customers engaged and your sales growing.

Direct mail is a form of direct marketing that connects you directly with your customer through traditional mail. Whether communicating with a simple sales letter or full color catalog, direct mail allows you to have personal one-on-one conversations with your valued customers and reach out to new customers without spending a fortune.

Direct Mail Objective

Before starting your recession-proof direct mail campaign, develop your mailing objective. Outline one key objective; the direct mail campaign should achieve and design your direct mail package accordingly. Whether you wish to sell a new product to customers or drive more traffic to your store, make your mailing objective one that is measurable.

Direct Mail Package

Based on your overall objective for your direct mail campaign, determine what components are critical to effectively communicate to your customers. If your goal is to drive customers to your website or to educate customers about a new service, a simple postcard may work. If you wish to sell a new product, a well-written personalized letter with an informational brochure will help you close the sale.

Direct Mail Offer

In times when budgets are tight and you are challenged to do more with less, direct mail can serve as a silent salesperson. With the right offer, direct mail can help you close the sale at a fraction of the cost of traditional sales methods. To present your offer effectively, use compelling copy and interesting graphics to motivate action. Make your direct mail offer easy to understand and engaging. If your mailing objective is to inspire your customer to place an order, give a sense of urgency for ordering now. To help improve your sales response rate, be sure to include an order form, the right price and reasonable payment terms, and a risk-free guarantee.

The Direct Mail Envelope

Now that your direct mail package is nearly complete, don't forget the envelope. The envelope plays a critical role in direct mail. Not only does the envelope ensure the mailing reaches the intended recipient, it can also help improve results.

According to the Direct Marketing Association, if your direct mail looks like personal correspondence you can significantly increase the open rate. Choose an envelope that is different than a standard white business envelope. A linen envelope shaped like a wedding invitation may be more likely to be opened than one that looks like junk mail. Postage stamps also help give your mailing a more personal appearance and increase the chances that your direct mail package will get opened.

Direct mail offers you an affordable way to keep your customers engaged in your business and improve your sales prospects even in a recession.

The copyright of the article Recession-Proof Sales with Direct Mail in Marketing/PR is owned by Wendy Roltgen. Permission to republish Recession-Proof Sales with Direct Mail in print or online must be granted by the author in writing.

Stay in Touch with Customers through Direct Mail

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