get the most from your direct mail campaign - marketing - every1
TRANSCRIPT
Get the most from your direct mail campaign
Say hello, call: 0844 755 0350 or email [email protected]
Direct your mail
What can it be used for?
• Marketing tool
• Lead generation
• Customer retention
• Rewarding loyalty
• Introducing a new service
• Developing a database
Direct Marketing Association (DMA) states that,
upon a customer receiving direct mail:
“44% visit the brand’s website”
Say hello, call: 0844 755 0350 or email [email protected]
Top tip:
Your audience might be
suppliers or customers who
have opted in to receive
promotional communications
from you, or stakeholders
1. Focus on your audience
You need to recognise who your target audience
is before you action your
direct mail campaign
This way, you will know:
• Who you’re going to send it to
• The best channel to approach them on
• Who exactly you are talking to
Then decide what you can
offer that audience, such as:
• Promotion
• Launch product
• Incentive
• Competition
Say hello, call: 0844 755 0350 or email [email protected]
Top tip:
Professional graphic designers
and copywriters can help
you create a polished mailer
2. Design, headline and crisp copy
For your design consider:
• Font style – keep it simple
• Colour scheme – Will you opt for brand colours?
For the headline consider:
• Tease the audience to read on
• Sell yourself in 3-5 words
• Does it excite/shout/impress you?
For the copy consider:
• Use a spell-check and sense-check your grammar
• Emotional appeal
• Your call to action
Say hello, call: 0844 755 0350 or email [email protected]
3. Remember your call to action
Direct mail is about making a conversion so what do
you want to achieve?
• Make sales
• Achieve an account/retainer
• Referral
Your call to action will instruct your customers and
readers what they need to do next to continue to
engage with you – for example:
• Call now for a quote
• Visit our website for more information
• Sign up for our monthly newsletter
• Buy here now
• Download your free wallpaper
Say hello, call: 0844 755 0350 or email [email protected]
4. Testing and follow-ups
Get the opinion of an objective person to see if
they think the mailer is credible; does it catch
their attention and interest them?
Things to consider when testing your mailer:
• Test one thing at a time
• Target demographic
• Be prepared to change the incentive or
‘call-to-action’
• Split your group – send half of the recipients
incentive A and the other half incentive B
• Based on your responses roll out your official
mailer with the most effective offer
• Follow up with a phone call, email or another
direct mail piece
Top tip:
Don’t forget to measure
conversions. You can do this in
your reporting analysis through
services like Response Tap,
which allow you to dedicate
telephone numbers to track
responses from specific mailers
and campaigns
Say hello, call: 0844 755 0350 or email [email protected]
ThanksWe don’t like goodbyesWe prefer to say hello…
Say hello, call: 0844 755 0350, email [email protected], visit www.helloevery1.com