Direct marketing has many benefits, such as reaching a large audience quickly and efficiently. Learning how to deploy a campaign may sound easy, but a lot must be done to make it successful. Direct mail marketing is a great way to increase revenue, gain traction in the community, and generate leads. To have a successful campaign, though, the correspondence must be targeted.
Clearly Define Your Goals
Start your direct marketing campaign by defining your goals. Everyone wants to reap all the benefits that direct mail promises, but without realistic goals, the success of the campaign can’t be evaluated. All of these objectives should be measurable and comparable to overall conversion rates. Goals for your campaign may include the following:
- Increasing overall revenue by 5% during the first mailing and 3% more from every subsequent mailing.
- Driving traffic to online venues and physical locations.
- Increasing inquiries online and via telephone by a determined percentage.
The next step is to create a plan. A direct mail campaign can be a one-time shot, or it can be a long-term series of mailings to build brand reputation and loyalty over time. Your campaign plan should include information about dates for writing, editing, printing, and delivery as well as a timeframe for measuring the success of the campaign and the details of each segment.
Risk Management & Resources
Managing risk is central to a direct mail campaign. If a campaign backfires, a company has to be ready to answer for the consequences, whether it is financial or reputation related. Change in direct marketing may be risky, but it can also be dangerous to stick with a routine. Determining the balance of risk and encouraging innovation elevates the potential of a campaign and should always be factored into the overall plan.
Final Touches
The next piece of a direct mail campaign is the list. The list should be targeted and available throughout the campaign. Update the list throughout the campaign as necessary with anyone who contacts your company wanting more information and those who prefer to be left out. Marking the ones off who don’t wish to receive mailings is effective in the long run. Being blacklisted could hurt your potential for campaigns in the future.
All direct mail campaign mailings should contain strong language and calls to action. A direct mail piece is your chance to persuade a potential customer. Entertaining information is important to hook the audience, but statistics and facts can be just as engaging. The problem the audience has and the answer your company has for it should be clear and immediate.
A clear logo and signature is also important. Without them, the reader may not have a clear idea of what the company offers. Free deals and discounts work because they provide immediate value. Cold mailings should reference credible sources like ratings or transparent information about the company. Building a reputation with a new audience is the first step in gaining their trust and loyalty.
The final step is to follow up. It’s not enough to only track the success rate of the campaign; use more direct mail, phone calls, or emails to remind your audience you chose them for a reason. This is effective in gaining a following and should be included in every direct mail marketing campaign.
