Secrets To Success With Direct Mail
Succeed in direct mail by following these steps.
Direct mail, even after all these years, and the advances of the internet, still is one of the most powerful and effective methods of marketing. Direct mail can especially be beneficial to Dentists, Painters, Landscape Contractors, Handymen. Basically anybody that has customers.
Yes, we usually talk about the importance of dental websites, dental SEO, and the such. But online marketing for dentists is just part of it! You need to consider offline advertising methods as well.
If you have not ventured into direct mail, I highly recommend that you look into it and try to fit it into your marketing plan. That said, let’s look at four things to consider in order to have a successful direct mail campaign.
1. Your Mailing List
Are you mailing to businesses or consumers? If mailing to consumers who live in a specified geographic area, you may want to consider the Post Office’s newish program called Every Door Direct Mail (EDDM). It is by far the cheapest direct mail method to get your practice geo targeted exposure.
If you don’t go the EDDM route a few things to consider when sending out mailings are: marital status, home ownership, age, income, geographic area and more.
If you are mailing to businesses, then you can go somewhere like USA Data and drill down the industry, company size, revenue, location, etc. It’s imperative that you have a good list. You don’t know if they are going to buy ahead of time, but you want to make sure your list isn’t full of companies that have went out of business. If that’s the case, you have zero chance of getting a sale from them.
2. Be Sure to Test
Every single mailing you send out be sure to keep track of the response rate, how else will you know what is working and what is not?
You can test everything; color, pictures, mailing list, offer, call to action, etc.
3. Don’t Rush It
Don’t simply spend ten minutes of your lunch and come up with the copy of your direct mail. I recommend seriously considering using a professional to write the copy of your direct mail piece. Your direct mailings could all be for not if you don’t have an eye catching headline and a compelling reason why the potential customer should call you. Bottom line, invest time in learning good copywriting skills, or hire a professional.
4. No Compelling Offer
The offer is basically the ‘bait’ to get them to call you. You want to offer something that has a high perceived value. As a dentist you can offer free teeth whitening for life. Lifetime value of a new dental patient? Around $5,000. Cost of free teeth whitening over the lifetime of that patient? Under $100.
What you don’t want to do is to simply send a mailer with benefits of your practice or business. Make sure you clearly display ‘What’s in it for me.”
There’s a lot of money to be made in direct mail. Even with a response rate of 1-3% a dentist or an orthodontist or similar high revenue product or service could make several thousand dollars per campaign.
To truly expand your presence and dominate your competition, be sure to have a diverse marketing plan. Use Direct Mail. Use Local SEO. Use Social Media. Make it easier to be found and eventually you’ll have more clients than you ever dreamed possible.