Andover Group: Advertising, Public Relations, Direct Marketing, Market Research
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Direct marketing•
 
The formula for success
The direct mail success formula is simple: 40% list, 40% offer, 20% creative. We know because we've created and produced sales-driven direct mail for a number of companies, including Boatmen's Bank, Blue Cross & Blue Shield, MenningerCare, Medi-Flex, Hallmark, Domino's Pizza, the U.S. Postal Service and the High Plains Journal. We specialize in assembling the perfect list and a powerful offer – the most important ingredients in successful direct mail – as well as sales-oriented copy and design. We also provide printing and mail-house services.
 
10 reasons to hire a direct mail agency or consultant:
  1. A direct mail consultant can often reduce your overall direct mail budget and help prevent failure.
  2. Direct mail copy is very different from traditional advertising copywriting. You need someone who's experienced in writing direct mail copy if you want to achieve the best possible results.
  3. If you have the best ad agency on the planet, you may still find that they are inexperienced in creating truly successful direct mail packages – few agencies are.
  4. Internal corporate marketing and art departments may be effective at creating direct marketing if the copywriting is out-sourced.
  5. A direct mail consultant should be paid a fee based upon an estimate prepared in advance rather than an open-ended hourly rate.
  6. A full-service direct mail consultant should be capable of performing a variety of services, allowing you to choose only those you need.
  7. A direct mail consultant or copywriter will help you view your marketing/advertising from an independent point of view.
  8. An outside direct mail consultant may be able to gain the ear of upper management, where internal marketing people may feel intimidated into taking the course of least resistance.
  9. Even companies that spend millions of dollars a year on direct mail hire outside consultants.
  10. If you send out direct mail infrequently, a consultant may be more of a necessity than an option. Pay for the expertise rather than experiment with direct mail packages that under-perform.

  
8 tips for producing a successful direct mail project:
  1. Recommend the best direct mail format for your mailing, e.g. classic mail package, post card, invitation-style.
  2. Create tasteful but aggressive copy.
  3. Complete art direction and design.
  4. Handle your list rental or recommend a quality list broker.
  5. Recommend a firm that can clean up your mailing list and remove duplicates.
  6. Recommend a quality mail house that can achieve the lowest possible postage and deliver the work on time.
  7. Get bids from a minimum of three printers that are competitive in producing direct mail packages. (This is often a different printer from the one used for other printing needs.)
  8. Provide or recommend a source for followup database analysis and/or followup mailings to respondents, leads or clients.
 
> Samples
Postcard,
Magnum Diamond

Free-standing insert,
Domino's Pizza

New-business tube mailer,
Boatmen's Bank

Traditional mailer,
Veterinary Healthcare Communications


Postcard,
ICS


Window envelope,
High Plains Journal