How to Get a Direct Mail Home Run

Baseball field

 

There are four things you can do to guarantee your catalog will score every time it gets mailed.   Take it from the pros, they know best how to increase momentum and gain new fans.  It’s the 1-2-3 to Home Run direct mail marketing strategy that never fails.  Grab your peanuts and cracker jacks and let’s get started.

 

First Base: With any direct mail campaign, first base is simply to “get delivered.”  That means that your mail list should be accurate and in good shape before your mailing goes out.  In other words, practice your swing marketers!  You can do this by running NCOA on your file, clearing off duplicate names, and updating your customer profiles.

 

Second Base: If you make it to second base that means that not only has your catalog been delivered, but it’s been looked at.  Nice job batter!  The secret here is good design.  Know your audience, target your buyer, and do your best to engage them.  If you use the elements of successful design and do the proper research on your buyers, you are guaranteed to make second base.


Third Base:
That brings us on to third base then.  Here’s where you engage your buyers.  Direct them to your website and keep them there! Entice them, engage them, and make them want to come back for more.  Show them what your brand is, show them who they are.  Try hard for a home run.

 

Bring It Home: HOME RUN!  Congratulations you’ve just made a sale.  Yes, a call to action does count as a home run.  Your catalog has gained enough momentum to generate a response.  The best thing you can do now is do it again. And again. And again.  The more you achieve this goal with the same prospects, the more life-time valued customers you will have.

 

Master the home run and I guarantee you’ll make the playoffs.  Good luck marketer and happy printing.

 

About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.