How do you get started with a direct marketing campaign? It’s all about taking those first steps.
Plan Your Campaign
Before you start, you need to plan. Work through these ten steps:
Determine your goals: Are you trying to promote a specific product or service? Promoting an upcoming event? Generate leads for your salesforce? Make sure you have specific goals in mind.
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Select which products or services to include: Unless you’re producing a multiple page catalog, don’t put too many products in a single mailing. Focus on one or two key items – don’t give your customers too many confusing options.
Determine your offer: How much of a discount will spur the most sales? Choose from a dollars-off or percentage discount – and remember, it has to be enough to get people to act.
Include a call to action: Tell people exactly what you want them to do and ask for the sale.
Include response mechanisms: Make it easy for customers to place an order. Include a mail-back card, phone number, webpage address, or something similar.
Include tracking mechanisms: Make sure your mailing includes a unique coupon code, PURL, call tracking number, or QR code so you can track individual and overall responses.
Create the piece: Decide what physical format you want, then get to work designing and printing the mailing piece. Verify that the message and offer matches your target audience.
Choose the mailing list: Are you using an in-house list to mail to existing customers? Or, do you want to generate new customers by renting or purchasing an external list?
Test it: Obtain a small sample of names and test various options. Test different offers, layouts, and mailing lists. Make sure you know what works before you finalize the details.
Mail it: When all the planning is finished, it’s go time. Put the pieces in the mail and see what happens.
Measure Your Results
Of course, your job doesn’t stop once the pieces are in the mail. You now have to track the results to determine your success. You can even stage a campaign into multiple releases, which gives you the opportunity to fine-tune things based on initial results.
Let Us Help You
Direct mail doesn’t need to be hard. When you’re planning your next direct mail campaign, consult the experts at Directr. We can help out with every step of your campaign, from initial planning and list generation through mailing design and execution, including post-campaign analysis.
Let us help you ensure your direct mail success – contact us today for a free consultation.