Sometimes simple, sometimes complicated, direct mail is a critical part of any marketing program.  If you do it well, it can help your business drive sales and enhance your brand.  B2E can design and implement the right direct mail package for you.  Direct mail allows you to target a specific market better than any other advertising medium.  You decide who gets your message, when they get it, and where they get it.  A direct mail piece can be as simple as a postcard or as elaborate as a catalog.  Direct mail is an excellent medium for creating action.  Sending a direct mail piece is much more likely to elicit an immediate response than television, radio, or newspaper advertising. Direct mail usually costs more per person reached than any other advertising medium.  The advantage of direct mail lies in its ability to target a specific consumer group.  It allows you to concentrate your advertising budget on those people most likely to purchase your product or service.  You can budget as little or as much as you like to launch a direct mail campaign.  How much you spend will be affected by decisions such as two- versus four-color printing, how many pages will be in your brochure or catalog, how many pieces will be in your direct mail package, paper size, and, most importantly, the number of pieces you want to mail. Audience  Direct mail should be targeted to those segments of the market in your sales territory that would most likely be interested in your product.  If you don't have a list of people or businesses in your targeted market group, contact B2E and we’ll help. We will be able to compile a list according to your demographic needs for your direct mail materials.    Timing Send your direct mail to your targeted consumers when it would be most likely to catch their attention and fulfill an upcoming need.    Where You should send your direct mail to the business or residence address of your targeted potential consumer, whichever is more appropriate or likely to catch their attention.   Materials Direct mail materials should include all of the information a potential consumer needs in order to understand your product, become interested in purchasing your product, and act on a decision to place an order for the product.    Response Builders  The 6x9 self-mailer is a good format.  The bigger panels provide space to sell. Envelope packages will almost always get better response than self-mailers. Always use an expiration date on the offer. Support the offer with a strong guarantee…30 days is OK, 60 days is good, and 90 days is great.  It gives buyers peace of mind even though few people ever use it. Tests should be kept to a minimum of 5,000 records and be big enough to get 100 responses.  Test, test, test. Every offer should provide hope or address a fear. A mailing package with a brochure will beat one without. The lift note is the secret weapon.  It reinforces the guarantee and removes doubts. The more you tout your guarantee, the stronger it gets and the less you need it. Copy should incorporate emotional drivers like guilt, greed, fear, exclusivity, and salvation. Marketing should educate, entertain and empower. People only read what interests them. The "follow-up" is where most direct marketers fail. Cultivate your own email marketing list.  Spam has made prospecting useless. Drive business to your Web site with direct mail.