Communicate Your Marketing Message

Direct mail gives businesses and organizations a way to deliver a marketing message directly to a selected audience. Letters, postcards, invitations, catalogs, announcements and promotional products can all be incorporated into a direct-mail campaign depending on its purpose.

While marketing methods have changed over the years, physical mail can still be used as part of a broader campaign that also includes email, websites, social media, advertising, sales calls and other forms of communication.

Start With the Audience

A successful direct-mail plan begins with knowing who should receive the message. Existing customers, prospective customers, employees, association members, event attendees and other groups may require different messages and offers.

The more closely the mailing fits the intended audience, the easier it is to select an appropriate message and promotional item.

Keep the Marketing Message Clear

A direct-mail piece should give recipients a clear reason for receiving it. The message might introduce a new product, announce an event, thank a customer, present an offer, encourage an inquiry or provide useful company information.

Keep the primary message easy to identify and make any requested next step clear to the recipient.

Adding Promotional Products to Direct Mail

A promotional product can add a physical element to a mailing and reinforce the company or campaign behind the message. Depending on the campaign, a branded item may be enclosed with the mailing or offered as an incentive for responding.

Products used for direct mail should be selected with mailing requirements in mind. Size, weight, shape, packaging and durability can affect postage and the way the package must be prepared.

Direct Mail for Customer Appreciation

Direct mail can also be used to maintain relationships with existing customers. A thank-you message accompanied by an appropriate promotional gift can recognize a customer without requiring a sales presentation or special event.

Businesses may also use mailings for anniversaries, holidays, customer milestones and other occasions when they want to communicate directly with customers.

Invitations and Event Promotions

Trade shows, seminars, open houses, sales meetings and other events can be supported with direct mail before the event. An invitation or announcement can provide the essential details while a promotional item can help connect the mailing with the event or organization.

Promotional merchandise can also be used after an event as part of a follow-up or thank-you communication.

Coordinate Direct Mail With Other Marketing

Direct mail does not have to operate independently. The same campaign can direct recipients to a website, landing page, email address, telephone number or event.

Using consistent logos, colors and messaging across the different parts of the campaign helps create a unified presentation.

Plan for Packaging and Shipping

If a promotional product will be mailed, consider packaging and shipping requirements before selecting the item. A lightweight flat product may have very different mailing requirements from a bulky or unusually shaped product.

Product dimensions, weight and packaging requirements vary, so these details should be reviewed for the specific merchandise being considered.

Measure the Results

When appropriate, include a way to measure response to the mailing. Depending on the campaign, businesses may track inquiries, website visits, event registrations, leads, orders or another action connected with the marketing objective.

Reviewing the results can provide useful information when planning future direct-mail and promotional campaigns.

Promotional Products for Direct-Mail Campaigns

Garrett Specialties offers custom promotional products that can be used for direct mail, customer appreciation, event promotions, sales programs and other marketing campaigns.

If you need assistance selecting promotional merchandise for a direct-mail campaign, call Garrett Specialties at 1-800-320-1510.