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Before hiring a printing service for a direct mail campaign, it is important to conduct proper research. All you may be getting is the cost without the expected results, which can be disastrous.

When contracting out printing services it is important to do
research. Doing research up front can help you make your direct mail
campaign profitable with as few headaches as possible.  We have put
together a list of questions you may want to answer before going to the
printer.

1. Who is your target market?

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Surveying your customers and prospects can be downright frustrating. Even if you’ve dealt with someone for years in a business relationship, getting them to complete a survey is difficult. Either they don’t have the time and your survey sits on a shelf or is disregarded, or they do not want to part with the answers to your questions.

The questions you ask and how you ask them contribute to the overall success or failure of your surveys. The other is the design and presentation of the survey itself. The following case study deals with the presentation aspect, and how one real estate developer created an enormously successful direct mail survey by thinking outside the box.

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Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it’s accountable, it’s relatively predictable and efficient, and it can be tested and refined to maximize results.

For those just entering the arena of marketing, and for some seasoned professionals who are stuck in a rut or have been cornered by their corporate circumstances, sometimes it’s best to return to basics to boost response, for the keys to success are often there in plain sight.

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