Scaling to direct mail can take a moderately successful online campaign and turn it into a multi-million dollar home run. You’ll be able to reach far, far more people. That said, it’s not for everyone. The costs are relatively high compared to advertising online. You can’t target as specifically and there’s a good chance you’ll lose a little bit of money. It’s definitely a tactic for advanced marketers looking to take existing campaigns to the next level. Don’t use it as a testing ground.
What Products Are Suited?
The more you’re able to target a large general population, the better. The key to a home run direct mail campaign is finding a large mailing that gets fresh subscribers frequently. For example, if you have a workout product online that’s been doing abnormally well, you could take your product and try it on a mailing list for fitness oriented men. If you get that campaign profitable, you could stand to make millions.
On the other hand, products that don’t do well in direct mail are those that require specific searches or very specific sub-niches. For example, there’s a six figure eBook product online that teaches people how to make their parrots talk. It’s a fantastic and profitable niche product â€“ But you’ll never ever find a big enough direct mail list to make it work.
What Should You Take it to Direct Mail?
You should take your online campaign to direct mail only when you’ve exhausted all other traffic options. If you’re maxed out onwhat you can spend on Google AdWords, on Bing, on Facebook ads, on relevant site media buys and on any other traffic tactics you can think of, then consider going into direct mail.
It doesn’t make any sense to do so beforehand, as the investment is far higher and the risk is far higher as well. Prove your market and prove your marketing in more targeted, less risky forms of traffic before stepping up to the plate on direct mail.
Constructing a Test Run
Testing your direct mail run can be done quite inexpensively. Say, for under $1,000. You need to buy a few thousand names and see what kind of response you get. If it’s successful, you do a slightly larger test. If that works out, you roll out in full force.
The best way to run your test run is to find a list broker you trust in your area. This list broker will help you find the right mailing lists, as well as help you get your first campaign setup. They’ll be able to help you test the list and help you roll out if you succeed.
In addition to that, you need to have an absolutely stellar letter and mail piece. Converting your online salesletter to print form may work, but you’ll have to make some adjustments.
Testing a direct mail campaign isn’t for everyone. You need a product that appeals to a large audience, as well as a superb sales funnel. It’s also scary – A lot of internet marketers just plain don’t understand direct mail, so they never get into it. That said, if you can get it to work, it could quickly turn into one of your most profitable traffic sources.