6 Strategies for a Successful Direct Mail Campaign

6 Strategies for a Successful Direct Mail Campaign
  • Opening Intro -

    A direct mail campaign provides a great way for your business to get the word out. Such campaigns are low cost, have a far reach and can provide an excellent return on your investment.

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Done wrong, your direct mail campaign can cost you time and money, problems that can be avoided by incorporating proven strategies and carefully evaluating those results.

1. Carefully review your ad copy. Getting the word out through direct mail is easy. The post office will take your mail to households where designated, delivering hundreds to multiple thousands of ads to potential customers. Those ads, however, should be carefully scrutinized to ensure that they are conveying what you want them to say. The information should be clear, accurate and your contact options included. Consider developing multiple variations of your campaign and sending these copies to different markets.

2. Hone in on the words. You have made your pitch, but what is your call to action? Is that call clear? Does it give your customers choices in how to respond? If operating multiple campaigns, use different contact numbers and email addresses to monitor customer responses. You will then able to evaluate the success of any campaign based on the number of calls or emails received for that campaign.

3. Give them a hook. Customers love deals especially discounts. Plan to provide a direct mail only coupon offering money off or provide a special deal not available elsewhere. Consider the Groupon model where special deals are offered for a limited time. Include an offer code to help track the redemption of any qualified order.

4. Track the campaign’s results. No direct mail campaign can be evaluated accurately without gathering and tracking information. All sales related to the campaign should be logged, what is easy to do when a dedicated campaign coupon is used. Have your staff track referrals from other customers and upgrades following the original purchase. For instance, if your pizza shop held a buy one, get one free pizza deal and a customer ordered something beyond the basic deal, make a note of that. You can also supply customers with follow up coupons when they come to your store.

5. Plan your next campaign. Once your first direct mail campaign is finished and evaluated, begin to plan your next campaign. Update your previous campaign or create a fresh one. Carefully evaluate what worked with the first campaign and apply that strategy to a new campaign. Repeat the steps outlined earlier to ensure that your copy is flawless and contains a hook. If developing a fresh campaign, have your copywrite team develop variants on the main message.

6. Evaluate your campaigns. With two or more direct mail campaigns under your belt, you are ready to make a comparison between them. Score each campaign based on responses, customer conversions and upselling. If there are stark differences between campaigns find out if the campaign verbiage varied, if the customer base changed or whether seasonal differences weighed in. For instance, if your first campaign was launched well before the holiday season began and succeeded, and the second campaign was launched after Thanksgiving and failed, then the timing of each campaign likely had a lot to do with those results.

Direct Mail Considerations

Any contact derived from a direct mail campaign should be considered a plus, even if that initial contact does not result in an immediate sale. Train your staff to follow up with your respondents by obtaining contact information including a name, phone number and an email address.

Your staff should ask customers how they heard about your business, never assuming that an inquiry was made following a direct mail campaign. That is why it is important to use marketing codes with your campaign, what customers should be asked for when responding to your campaign.

Author Information

Logan Dremmer is a professional blogger that provides businesses with information on mailing and fulfillment services. He writes for KD Mailing, a direct mail marketing, advertising and fulfillment service company.

 

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