Posted by on Sep 14, 2009 in Marketing | 4 comments

We seem to be doing quite a few direct mail campaigns for client right now.  While not for every business, direct mail campaigns, can be a very powerful marekting tool for many small business.   However, a poorly planned campaign, can be disapointing and expensive.   How do you make your campaign more effective?

While design is an important component, and our designer Taylor has created some really fun designs lately, a productive campaign needs more then just good design.

A productive campaign should include:

  1. A  well researched, narrowly targeted list.
  2. A realistic timing schedule.  Don’t send 10,000 cards, then nothing for six weeks.  Space them out so you have time to respond to the inquries.
  3. Follow up with both additional mailings as well as telephone calls.
  4. Test your messages and offers.  Instead of one huge mailing, send out smaller, test groups. Vary layout, message and call to action, till you find the one which makes the phone ring most often.
  5. Be sure to include a  strong call to action, or incentive for your prospect to call you now – Consider time senstive offers, special pricing or free stuff.

More on This Topic

  • http://webnetdepot.com Brandy

    The Direct Marketing Association (DMA) has historically reported direct mail campaigns yield low response rates. Depending on the type of campaign, response rates have tended to range in the lower single digits, with some businesses reporting less than one percent (1%). An analysis of the type of business, breakeven point for the direct mail campaign and probability of sales conversion is strongly recommended before engaging in this type of campaign. One advantage of direct mail marketing campaigns is that mailing lists can be purchased in electronic form.

    The lists can then be mail merged with document publishing software to send letters, postcards or other mail forms. This allows a business to reach a large target audience, despite the reported low response rates. Another advantage of direct mail is the ability to build brand awareness for new businesses. Direct mail provides a targeted approach compared to other types of marketing campaigns, such as billboards and telemarketing. Members of the target audience can read the material at any time and multiple times, whereas other forms rely on timing.

  • http://www.triadexservices.com Christine LaBon

    This is a nice comprehensive checklist of what to consider when creating a direct mail piece. I agree that although design of the mail piece is very important, other aspects such as mailing lists and testing methods should be assessed. Time sensitive offers are also effective for promoting call to action and should be carefully tracked so as not to send expired pieces to clients or prospects. One way to guarantee accurate delivery is to verify that the company you are working with uses the CASS system, or coding accuracy support system. This system ensures accurate mailings due to the use of the additional four digits with the zip code.

    Cheers,
    Christine

  • http://www.roundpeg.biz Lorraine

    Christine,
    Great points, the list is absolutely critical when you are planning a direct mail campaign.

  • http://www.wealthwithpostcards.com/4/category/why%20coloured%20postcards%20is%20important%20in%20postcard%20marketing/1.html postcard advertising

    I love the first tip. Most people end up sending mails to the wrong list. You can have the best offer, the best looking mail, the best written copy, but if you don’t have the right list your campaign is doomed.