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June 3, 2014

4 Easy Steps to Create a Successful Direct Mail Campaign to Spark New Leads

John Timko
Vice President, Marketing Strategy
ConnectWise, Inc.
How To Generate Leads With Direct Mail

For today’s IT service provider, one of the biggest challenges is generating new interest and potential leads. There are many different ways you can go about generating leads for your IT business, but one relatively easy and low cost way is through a simple postcard direct mailing. Here are four tips to get a direct mail piece developed and out the door to start the phones ringing and the leads coming in the door!

Step 1: Craft Your Message

Identify your target audience and craft a simple, short message that addresses a specific pain point or common issue that your prospects encounter on a regular basis and explain how you can resolve it. Make sure to include a call-to-action (CTA) with a limited time offer to add a sense of urgency with a perceived value so they feel that they’re getting something of true value for free. For example, offer a FREE IT health check of their network (valued at $XXX) to identify outdated equipment, possible security issues and other potential risks to their business’ IT infrastructure.

Step 2: Show Your Creative Side

Design a simple and eye catching 5×7 postcard with your crafted message. For the front of the card, select a colorful, impactful image that will grab their attention and include a short headline that addresses a specific pain point. On the back of the postcard, include your short message, your limited time offer and your contact information, such as phone, email and website address. Use one of the many online digital printing services, such as Vistaprint, Uprinting, or visit your local FedEx, Office Depot, Staples or other office supply store to get your postcard printed.

Step 3: Acquire Your Mailing List

There are a few ways to go about finding a mailing list to reach your target audience. One method is to contact your local Chamber of Commerce to find out if any business lists are available for free or for a small cost. Another free option (but requires a bit of extra work) is to review the online Yellow Pages for your area to locate local businesses that meet your target audience demographics, and then copying and pasting their business addresses into an Excel spreadsheet for mailing purposes. To keep costs down while testing your postcard message, offer and lists, mail to small lists first (about 100 or so) until you know which lists provide the highest response rates and which messages resonate more.

Step 4: Address and Mail

Use one of the many pre-set label templates available in Microsoft Word or one of the various Avery label templates to print your database of names that you either received from your local Chamber of Commerce or compiled from your online search. Keep an accurate listing of database names to know which list(s) and message(s) worked best so you can use them again in the future.

Take your addressed postcards to your local Post Office to have the correct postage amount added or you may add postage stamps to the postcard yourself and drop them off at your nearest Post Office location. As with all mailings, you should review current postal regulations and specs for print areas and postage costs. You can do this by visiting www.usps.com.

For minimal costs and just a little bit of effort, you can generate a high quality, professional looking postcard mailing that targets local businesses in your area to help you grow your IT business. Follow these steps and see how something as simple as a postcard mailing can help get your phones ringing and the leads coming in your front door!

More Tips for IT Business Growth

The cloud market has become a profitable way for IT service providers to expand their services. Download your free eBook for tips to add cloud solutions to your portfolio of services and increase your revenue.

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John Timko Vice President, Marketing Strategy
ConnectWise, Inc.

As a former pitcher for the Detroit Tigers, John knows the importance of playing for the name on the front of the shirt instead of the back, so he’s always looking out for what’s best for LabTech partners.


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