Direct mail marketing is a complicated business and if you don’t take the time to get it right, you’re just wasting your time and throwing your money into an empty mailbox. In today’s tough economic market, all businesses need to spend money on advertising. Small businesses especially need to be careful how they spend their advertising money. Follow these simple steps and you should have a successful direct mail marketing campaign.

1. The list

You want to get your message across to the people who are likely to need or want what you have to offer. The best way to do this is to buy a very specific mailing list. Someone with experience in this is a vital help. You should take the time to speak with a list expert to determine who you should target. Requesting lists from a website without receiving advice is potentially a waste of money.

2. The printed part

Next, decide what type of part you want to mail. Postcards have proven to be the most successful. The size of the postcard is the next important step. A small 4×6 card won’t get much attention, but a 6×9 or 5 .5x 8.5 card can’t easily get lost in the mailbox. Colorful or unusual images also catch the eye of the recipient. Brochures give you more space to get your message across than a postcard. Just make sure the front of the flyer has a message that will draw people to open it. The lyrics add a more “personal” touch to your message. Again, you need to make sure that there is a message on the front of the envelope that encourages the recipient to open it. Consider sending a “To Do” pad in an envelope with your business name and contact numbers on it. This will stay on the recipients’ desk for a few weeks and will keep your name close at hand.

3. Your message

You must think a lot about your message. If you have a family business, mention it, people like to support family businesses. Always have an offer that is difficult to refuse or unusual. Make sure your offer has an expiration date, you want people to act quickly.

4. Calendar

Use common sense as to when to send your mail piece depending on your business. If you sell Christmas items, mailing before the holidays is good for you. If you have an adult dance studio, summer is probably not a good time to send emails.

5. Programming

Sending a piece of mail may not give you the results you expect. Try to schedule a send to the same list at least once a month for several months. The more people see your business name, the better.

Choosing the right company to handle your direct mail marketing project is the first important decision you will make. Finding a company that makes the list of goals by buying, designing, printing and mailing everything under one roof is important and profitable. They will make sure your design meets the lowest shipping costs. Being able to pick up the phone and discuss your project with a direct mail marketer is priceless.