One Imprint will create a direct mail campaign that will include a strategy and the mechanisms for generating that response and thus turning your prospects into customers and customers into loyal clients.

Direct Mail is NOT Advertising

Direct mail is different from advertising because it is personal; it creates an interactive communication with the prospect, builds relationships and triggers an immediate response. On the contrary, advertising is directed to all consumers, and therefore, not personal. It is used to interest people – not necessarily generate an instantaneous response.

The key in direct mail is capturing your prospect’s attention, engaging them into action and turning them into a customer by sending targeted promotions to segmented lists and following up on it. Junk mail usually is an offer sent to a wrong person.

The Offer is Key to a Response

The key purpose of direct mail is to create an immediate response to the offer. After receiving direct mail, the expected reaction of a prospect may be to pick up a phone and call or go to a website and order a particular product or service. Some types of direct mail are meant to create brand awareness in which an intriguing story line is put down and later presented with a deal, in order to create interest in customers and create connections. A good offer has 3 components to it:

• A sense of urgency
• A good deal focused on their needs
• Clarity of what exactly is being offered.
• The offer must stand out and be appealing to catch the attention of your prospects.