So your thinking of direct mail

Here we will try and look at the basics of direct mail.

The first thing that you are going to want to look at is who are you going to mail and why? Obviously this is something that we cannot answer for you. However, you will fall into one of two categories.

  1. Cold mailing
  2. Warm mailing

Cold Mailing
This is the term if you are going to be mailing people that you have had no contact with before, as in the term cold calling. The data will invariably be a bought in list or a list you have created yourself from your own sources.

The goals of cold calling are generally only one-fold in the fact that it is to generate new business or, in the case, of a charity or good cause new support. It is generally thought that a response rate of about 2% is deemed as being good.

This is low you might think, but in the case of a cold mailing the scale is likely to be much larger, for example 100,000+. If you take this figure, if the mailing was well designed and targeted at the right people and you got your 2% response rate then you would be looking at 2000 new supporters or leads. Now when you look at it in those terms you start to see why it is such a large weapon in the marketing armoury.

Warm Mailing
This is different to cold mailing in the fact that the recipient will be known to you in some form. It could be that they are a lapsed member of a club and you are trying to encourage them to rejoin, or maybe you are sending them a newsletter telling them about all the new stock you have in your shop. The thing is that you or your company has had a dealing with that individual. The response rate to warm mailings is obviously higher when compared to a cold mailing as the recipient will recognise who you are and have more of a likelihood to a) read your mail and b) respond to it.

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