How to Do a Direct Marketing Campaign

Direct Marketing Lists

Written by Trynka Shineman for Gaebler Ventures

Wondering how to do a direct marketing campaign? The steps for a direct marketing campaign are outlined in this helpful small business marketing article.

Too often small business owners just starting out don't realize how easy it is to market.their goods or services.

How to Do a Direct Marketing Campaign

There are a number of obstacles that entrepreneurs feel are too great to overcome when it comes to a direct marketing campaign.

In reality, nothing could be easier, and when done right, direct marketing can be very cost effective.

But with everything from expenses to a spot on creative to a decisive target list – and finally addressing, stamping, and sending the specific pieces - it can sometimes be a discouraging thought for small businesses to complete a direct marketing campaign.

The truth is, those worries are no longer the problem they once were, as there are a number of services and companies who focus on small businesses that can help you through the entire process, from start to finish.

While sitting at your computer, you can design your own direct mail postcard, refine your own list, and then with a few clicks have it mailed out to the targets you have chosen.

There are now dozens of companies that give customers these opportunities online. But while the services are now available, there are still a number of factors to keep in mind, a few key points that can elevate your campaign from average to extraordinary.

Build a Good Direct Marketing List

This is where some people tend to panic, but if you take your time and put some thought into what your target market truly is, you'll be successful.

There is also this to consider: sometimes a failed direct marketing campaign can also be turned around and deemed a success. By finding out what works and what doesn't, you can better streamline your efforts to ensure that you're only getting the potential customers you really feel will give you the best chance to thrive.

Targeting the right list means understanding the demographic that you think you might have the best chance of turning into a customer.

If you're operating a flower shop, it's best to target a female demographic above the age of 30. If it's a landscaping business, you'll want to target homeowners within a certain area close to your home base at first.

Once you determine which audiences are most successful, you can continue to market to them to keep on top of mind, while expanding and testing into other areas and demographics.

You can compile a direct marketing list by keeping track of your customers and asking them for referrals, or you can go through a third party company that lets you purchase a list of prospects that meet your target demographic. Many companies that have mailing services allow you to upload or rent your own list, and then send out your creative all from one place.

Trynka Shineman is chief marketing officer of VistaPrint, the small business marketing company. VistaPrint ( is a leading online supplier of high-quality graphic design services and customized printed products to small businesses and consumers.

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