o V lh f e C t <- Mail

ROPERLY DESIGNED, well planned and coordinated, direct mail can indeed be the lumber dealer's friend in need when sent out to an accurate, up-to-date list which ties-in with specific sales, products, dates, events or customer needs. Its primary use, of course, is to reach and influence selective markets, groups and special lists on national, regional or local levels.

Of all advertising media, direct mail can bc by far the rnoot personel, and eonsoquently, great care must be used in its preparation. Since it is sent to selected lists, and often addressed to a person by name, it becomes a "private" letter or mailing on a me-to-you basis without competition from other advertisers,

FLEXIBLE FOR,IAAT

It is highly flexible in so far as format is concerned and covers just about everything from handwritten postcards to beautiful four color catalogs. Like all other advertising it must be well done to be efiective, and when this is so, it gives the creative advertiser the greatest opportunity to get undivided attention and interest from the reader. Poorly done, however, direct mail often becomes a boomerang and a rvaste of time, money and effort. The image of your yard and you as a merchant-is enhanced or destroyed by the caliber of direct rnail sent out to either prospects or customers.

Good Mailing List

It goes without saying that good direct mail begins with a good up-to-date mailing list. The best mailing ever designed is wasted if it reaches the wrong market or unless it is aimed at the right peoplg at the right time. Your own customers should form the base for your mailing list, and to this solid foundation you must add from time to time carefully selected prospects in your trading area. These prospects should have a need for your products and services and enough spendable ,income to afiord what you have to sell. Selecting them on this basis produces the best results in sales.

Keeping your list current is most important. In the business world between 50/o and 6O/o oL executives change jobs, titles, or are shifted to other areas each year. Among homeowners, about one out of five move every year. New marriages, oldsters retiring, and job promotions or company advancements, which mean a change in address, make it mandatory to constantly check your list for corrections, additions and deletions. It's a good idea to designate someone in your organizatio4 to be'personally responsible for keeping your list efiective and accurate.

Return Requested

Since the post office won't return or forward bulk mail, it pays to have a "Return Reguested" notation on direct mail, either periodically or an each mailing. In this way you get the customer's new address or at least know something is wrong with your list so that you can check it. The cost is only eight cents per name or per item returned, but you eliminate costly dead wood on your list.

New names and good prospects can be developed from several selected sources locally. Quite often you can buy special lists to fit special groups or promotion needs in your trading area. Sometimes your local postmaster will help you in weeding out old names and adding newcomers-to-ton'n. The telephone company also can be of assistance through their directory which shows customers arranged by streets and districts. This kind of di rectory usually can be rented for a limited time at a nominal cost, or purchased for a reasonable sum.

Sources For Names

The membership lists of your local churches, sen'ice clubs, civic associations, professional and business organizations, women's clubs, garden clubs and many others are often available for adding to your list if you ask for them. Public records also are a prime source of prospects, since they include tax lists, license and permit recordso streets, property valuation, births, deaths and many other important items. Newspape$ carry many of these same things, and in addition, print names of people who are. in the news who might well be added to your mailing lists.

Another good source of prospects are your own inactive customers. Find out why they are not buying from you. Since they

By J&IN H. RYOA

bought once before, keep reminding them of your many services and try to re-convert them into active customers once again.

If you use direct mail frequently, and your list is large, a postage meter is a necessity. This not only speeds up the work but reduces your mailing costs. Generally speaking, it pays to mail in envelopes because you not only enhance the appearance of the direct mail, but you identify your firm with the customer, even if he or she doesn't read the message. Also, an envelope permits you to enclose manufacturers' literature with your own promotion, thus getting additional benefits from each mailing.

Profitabte Sates Leads

Like other forms of advertising, direct mail cin develop profitable sales leads; can bring prospects into your store for more information, samples, etc.; it can merely ask for the order, or, it can take actual orders through the mail; it can get needed sales information through questionaires, etc.; and unlike any other advertising media, it can conceal your message from your competitors so that only you get the full benefit of your direct mail advertising.

Direct mail probably is best used in conjunction with your other advertising. For instance, if you are planning a big sale which n'ould be well advertised in your local newspaper on a certain day or days, sending a special direct mail letter or brochure to your regular customers a few days ahead of the newspaper ad will help boost sales. This gives your regular customers an opportunity to buy before the general public knows about the sale and makes them feel important-sort o{ 'oin the family." This 'opreferred customer" technique can be applied to a grand opening-a special sale-seasonal activitiesor almost any event you schedule.

Other Good Features

Besides its flexibility, there are two other important aspects of direct mail. One, its selectivity-the ability to reach exactly any desired market or segment of it at the right time; two, its high percentage of readership if the mailing is properly designed and is interesting.

One thing is certain-direct mail like all other advertising-is no job for an amateur, It has been estimated by various (Continued on Pas,e 82 )