Please don't forget your offline marketing

As many think we have to be "modern" and "up to date" with our marketing, much advice is to do it online, with all the talk of special web sites, social media, digital copy, email communications, forum contributions etc. But as less businesses are doing 'offline', then activities such as direct mail could work for you?So what are our top 10 tips for a good direct mail campaign

1. Include a letter and not just a sample


2. Who you sent to is more important than what you send, so know your market, research the right contacts and find a decision makers name


3. Use the word 'you' not 'me' to better engage the reader


4. Use testimonials, as others saying you are great is much stronger than simply stating it yourself


5. Get it opened, so don't give away too much on your envelope and consider hand writing the address


6. Make an impact when it is opened, either the words, the offer or something different like a 3D mailing


7. Don't forget your call to action, what do you really want the reader to do next?


8. Follow up the mailing with a telephone call


9. Measure the response AND success rates, so not just who responds but who buys if that is your reason for the mailing


10. Test small, find your success model and role it out with a larger mail list, as the percentage response rate will be similar for the larger mail out