Direct Mail And How You Can Ensure A Profitable Campaign
Businesses everywhere are depending on their marketing strategies to be known to the market and for them to have a higher return of investment
. Good thing for big corporations because they can afford to spend bucks of money just for advertising their products but small and medium sized businesses cannot afford to do that.
So, most of them resort to direct mail marketing to ensure that every penny spent has a great return on capital. So, here are 7 essential steps to follow for you to have a profitable campaign.
1) Targeted Customers
Try to be more specific with your targeted customers to make your campaign a great success. Don't be fooled with those discounts or special offers that some brokers offer and end up buying old data from them. Be sure that you're getting new and real targeted prospects.
Figure out who your ideal customers are, identify their lifestyle, their needs and interests, and even their family and educational background. If you know your customers you can easily convince them to buy the products you're selling or avail of the services being offered.
After this, search for the data that matches the profile of your ideal customers. Whatever discounts offered to you by the provider, only try a minimal sample of the data to start with. After all if the data is really superb the provider will surely not hesitate to let you try a small sample.
2) It's a Numbers Game
In doing a direct mail campaign, what matters most is the percentage of the response not the number of mails you've sent. Don't ever expect a good response in your first try.
Unless you already have established a good relationship with some of the existing clients, don't ever anticipate about a very big response. So you really have to be aggressive in doing your campaign for you to be able to get as many clients as possible.
3) The Compelling Offer
Most marketers tend to forget about this factor. Try to make your direct mail campaign convincing and compelling! Come up with ideas on how to make your target clients act immediately after reading your promotional letter or email. Test those ideas after finalizing them.
Your letter content must also convey to the targeted clients that what you are proposing to them is a limited offer only. If not, think of an offer that your targeted clients are interested to keep until such time they will need your service.
Discount cards or coupons could be a good sample, or let them sign a free membership form so that when they will need your service they can still avail of your discount price or freebies.
4) Sales Copy that Sells
People who use direct mailing for their business usually send their amazing and wonderfully made mails, informing their targeted clients that they have this new service or product. Their usual mistake is they focus more on giving information rather than on selling something to their targeted clients.
The content of the letter should tell the clients the reason why they have to buy a certain product or avail of a certain service from you, what will they get if they visit your store or how will the product or service make their life easier and how can it increase the clients' assets or wealth.
Try to make use of very convincing and compelling headline. Make use of testimonials if you can. Make your mailing piece outstand the others and as much as possible have the envelope hand written to have a more personal touch.
5) A Call to Action
If you want your clients to order, buy, or avail of your services, tell them! Include that in your mailing piece and repeat that several times in the mail.
You can give them special offers or bonuses if they reply to you within your set time frame. This part is really a crucial thing in every direct mail campaign but usually this element is usually missed.
6) Offer Several Options
It's really good if you offer your prospects multiple ways of doing the action you require them to do in the mail. If you want them to buy something or avail of any services you're offering, give them several options of doing it.
Example, they can buy your product through the internet, telephone or they can do it in person. But before you offer your prospects the different channels try to ensure that those channels are really available when your customers need it.
Don't give them an option of ordering through phone for example, but then the number is only available for limited hours.
7) Testing for Perfection
All direct mail campaign strategies that you think about should be tested and tracked. You should see to it that you have a way of identifying the kinds of responses given to you by the different lists you're having.
Check also what postal days have more responses and what kind of mailing strategy is giving you more positive feedback. The more you track on these things, your campaign will be better each day because you can make changes as you go along the way.
Try following these steps and give yourself the best opportunity to have more customers and increase your returns.
by: Marc Trimble
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