Direct mail marketing isn’t used just for selling magazine subscriptions, collectibles, nutritional supplements, or Chia Pets. It’s been used to market everything from life insurance to lawn care services to restaurants — even $35 million corporate jets. Here are five direct mail marketing tips to help your business increase sales and profits:

1. Mail order. This is classic one-step direct mail marketing. You send a direct mail package to your prospects, and those who are interested complete an order form and mail it back with a check or their credit card information. Most mail order products are priced under $100. But some, like coins or high-end investment newsletters, can cost up to $1,000 or more. Popular consumer catalogs, such as Levenger and Brookstone, also fall into the mail order category.
2. Lead generation. This is a common — and critical — practice for owners of growing businesses. Insurance agents, for example, use direct mail to generate appointments with prospects. Chiropractors and dentists send out direct mail postcards to get potential new patients to come in for a free initial examination.
3. Fundraising. Do you sit on the board of the local animal shelter, a fraternal organization, or another nonprofit? A direct mail offer can be used to solicit donations to fund new projects and keep the operation running smoothly. Schools, museums, charities, and political candidates all raise money through well-crafted sales letters.
4. Renewals. Policies, subscriptions, and annual service contracts can all be profitably renewed through a series of simple letters to the customer. With a coordinated mail series, renewal rates can approach 40 percent or higher.
5. Retention. Direct mail promotions can be used to cross-sell existing customers on your other product and service offerings, or to build goodwill with “preferred customers” through special discounts, gifts, and other rewards.

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