Secrets of successful direct mail
|
We all have a view on direct mail. Whether at home or at work, our post is full of it: why? Because it works.
A successful direct mail campaign has three main components: the data, the mail piece and the follow-up.
It may not be an exact science, but pay insufficient attention to one or more of these elements and your campaign will most likely fail.
|
|
DIRECT MAIL TOP TIPS: |
| 1. | Learn from others – when something impresses you, ask yourself why |
| 2. | Make it easy to respond - phone, online, coupon… choice is good |
| 4. | Personalise – always write to a named individual |
| 5. | Don’t ignore the envelope – it's the first thing they see |
|
|
The data
The quality of your data is crucial. You can buy data in from a reputable supplier like Marketing File or you can build your own database over time.
Think hard about your proposition and your target market before selecting data.
Direct mail tends to be a volume game, but the more accurately you identify and target your market the more cost effective your campaign will be.
|
The mail piece
Most direct mail ends up in the bin. So what makes for a successful campaign?
Your brand carries a great deal of weight - mailings from recognised, trusted names stand more chance of being opened and read. If your business is new, concentrate on the following tips:
The opening message – is it relevant to the recipient and structured in a way that demands further investigation?
The format – an unusual shape or innovative design can grab attention. Our favourite campaign included a full sized hammer with the message 'We’re willing to break down your door to talk to you!'
The offer – how strong is it? An offer doesn't always have to involve money off; it can be an element of added value - that's perceived added value - think creatively about what this might be.
|
The follow-up
Always, always follow-up on your mailing. Unprompted response will be very low (often less than 0.5%) whereas a follow-up phone campaign can lift the response to in excess of 5%. Of course, not everybody enjoys cold-calling, but the better targeted your campaign is and the more memorable the mailing, the easier your job will be.
Best wishes
|
|
|
ASK THE EYE:
|
|
How do we go about renting a list?
Why did my mailshot fail?
What about the Mailing Preference Service?
If you've got a question about direct mail why not Ask the eye? It's free!
|
IN NEXT MONTH'S
EYE LEVEL:
|
|
Search Engine Optimisation
Is there a sure-fire way of getting to 'number one' on Google?
We spill the beans on the most popular search engine myths and offer practical advice about what you CAN do...
|
| Featured Customer: |
Pocomundo - traditional toys and games
|
|
Do you know someone who would find this newsletter useful?