Direct mail campaigns are still one of the most effective marketing strategies available to businesses in all types of industries. That is, it is one of the most effective strategies if you can reach your customers. There is a lot of background work that has to be done before you can reach an acceptable return on your investment. Here are a few things that you need to consider if you are thinking about launching a direct mail campaign.
Know Your Target Audience
The best way to ensure that your direct mail campaign will fail is to just send it to your customer base willy nilly. Direct mail campaigns need to be extremely focused in order to be successgul. This means that you need to identify who you are trying to target with your promotion and then whittle away at your customer list in order to ensure that it is this segment of your customer base that will receive your mailer.
Follow Up
Businesses often miss out on the biggest portion of the sales that their campaign can generate because they only send out one mailing. In order to keep your mailings from being sent as junk mail, you need to follow up your initial contact with another one. Each direct mail campaign should result in three mailers being sent to each target customer.
Build a collection of ideas
This step is controversial because businesses understand the need to be unique in their marketing and brand identification efforts. However, if you receive marketing mailers that catch your eye, keep it. You can use it to help you formulate your next direct mailing idea.
Make your mailers personal
If you want your mailers to be well-received, you need to make them as personal as possible. If your mailers read like advertisements, they will be treated as such and will often be tossed without a second look. Tailor your mailings to your target audiences in order to get a higher conversion rate in order to get a higher return on your investment.
Get the Best Customer List
The success or failure of your direct mailing market campaign will be directly impacted by the quality of your customer list. Do you have an updated list or are you operating on addresses that haven’t been updated in a few years? Odds are that if you are using an older list, half of your mailers will never reach their intended recipients. This is why it is always recommended to either spend the time keeping your customer list updated or to purchase a fresh list of customer addresses from a top quality customer list service. This will ensure that your mailers will reach their intended recipients and result in a higher number of sales.
As you can see, a lot of effort goes into creating a successsful direct mailing campaign. Having quality direct mail lists is at the heart of any successful direct mail marketing campaign.
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