How to Profit from Direct Mail Part 3

Posted by vernonsimpson on July 29, 2013

Last week we covered the first two steps of your direct mail campaign; how to determine your target audience, and how to communicate to your target list and make them an offer that will entice them to act immediately.

This week we will cover the last three steps of your campaign:

  • Developing a compelling direct mail piece
  • Pick your timing
  • Follow up

Develop a compelling direct mail piece

You are in control of how your format your message. Are you sending a letter? A brochure and a letter? A postcard? The format of your direct mail piece needs to be tailored to your target list, and reflect your product or service. A younger audience may respond to a postcard, but an older audience may appreciate a formalised letter. Ensure that whatever format you choose, the piece is professionally designed, prominently includes your logo and company branding, and is professionally produced.

This piece of paper has to act as an ambassador of your company – you absolutely need it to appear impressive and professional.

Pick your timing

Some products and purchase decisions are best made at certain times of the year, or the month. If your business or service is seasonal, then there are good times and bad times to try to generate leads. Consider the best purchase windows for the people in your target marketing. When do they get paid? When do they have the money to spend on your product/service? When do they spend the most money?

Anticipate these windows, and time your direct mail campaign accordingly. If you run a lawn sprinkler installation system and summer is your peak season, run a direct mail campaign mid-way through spring, and at the beginning of summer.

Some common time windows include:

• Holiday season (November – December)

• Fridays (paydays)

• The 15th and 30th of every months (also paydays)

• Seasons (spring, Summer, Fall, Winter)

• Financial cycles (year-end, tax time)

• Sports seasons (cricket, hockey, football, rugby, etc.)

 Follow up

Comprehensive follow up to a direct mail campaign means two things:

1. Following up on your letter with a phone call or second letter

Often it takes more than a letter to get a potential customer to take action. This can be a result of the accuracy of your mailing list, your offer, the time of the year, or the quality of the marketing material (brochure). If you are certain that your mailing list is accurate and up to date, follow up the piece with a phone call, or sends another letter.

2. Recording, measuring and analysing your results.

It is essential that you evaluate each direct mail campaign based on your time and financial investment and your rate of response. How else will you be able to tell if it was a successful or effective strategy?

For each campaign, record and analyse the following information:

• Number of letters sent

• Number or responses as a percentage

• Number of sales directly resulting from the campaign

• Number of enquiries

• Total value of sales directly resulting from the campaign

Based on this information, determine if the campaign was successful (did it make you money?) or not. Consider making some changes to your list, your offer, or the piece itself, and try again.

If you want some help in putting together a great direct mail marketing strategy  and running a good  campaign  visit: http://mybusinessdevelopmentacademy.com or make an appointment with me  on : https://my.timedriver.com/62NK1

Until the next time.

Vernon Simpson, Nydes Business Coach

Coaching Business Owners and Executives to their next level of Excellence

 

 

7,410 Responses to “How to Profit from Direct Mail Part 3”

  1. purchase said...

    lasix medicine

  2. pill said...

    tamoxifen 20 mg tablet

  3. online said...

    120 mg lasix daily

  4. pill said...

    cipro drug

  5. ??????? said...

    I believe this is one of thhe most important inmfo for me.

    And i am glad studying your article. However want to remark on spme common things, Thee web site
    style is wonderful, tthe articles is actually grea :
    D. Justt right job, cheers
    ???????

  6. pills said...

    provigil 200 mg

  7. drugs said...

    dexona 4mg

  8. medication said...

    buy baclofen australia

  9. drugs said...

    cheap amoxicillin uk

  10. tablet said...

    accutane order

  11. sale said...

    doxycycline 100mg cost in india

  12. ????? said...

    In fact no matter if somone doesn’t know then its upp to orher visitors that they will help, so here it occurs.

    ?????

  13. online said...

    where to buy generic strattera

  14. tablet said...

    dexamethasone 6 tablet

  15. drug said...

    albuterol sulfate

  16. medication said...

    advair canada

  17. ?? ??? said...

    Wow, wonderful blog layout! How long have you been blogging for?
    you made blogging lokok easy. The overall look of your site is wonderful, let alone the content!

    ?? ???

  18. LA ?? ??? said...

    What a stuff of un-ambiguity and preserveness of precious experience about unpredicted feelings.

    LA ?? ???

  19. order said...

    [url=http://odiflucan.com/]diflucan 6[/url]

  20. ????? ????? said...

    I love looking through a post that will make men annd women think.
    Also, thank you for allokwing me to comment!
    ????? ?????

  21. tablets said...

    [url=https://dexamethasoneff.com/]dexona medicine[/url]

  22. tablets said...

    [url=https://baclofenx.com/]10mg baclofen[/url]

  23. purchase said...

    [url=http://baclofenx.com/]baclofen tablets[/url]

  24. pill said...

    [url=https://eflomax.online/]flomax over the counter[/url]

  25. sale said...

    [url=http://avermox.com/]vermox nz[/url]

  26. drugs said...

    [url=https://albuterolo.com/]combivent for sale[/url]

  27. price said...

    [url=http://finasterideff.online/]finasteride online[/url]

  28. purchase said...

    [url=http://albuterolp.com/]can you buy ventolin over the counter in uk[/url]

  29. tablet said...

    [url=https://xlyrica.com/]lyrica 50 mg capsule[/url]

  30. price said...

    [url=https://acyclovirmc.online/]price of acyclovir in usa[/url]

  31. pills said...

    [url=http://accutaneiso.online/]accutane 2019[/url]

  32. tablets said...

    [url=http://lasixav.online/]cheap generic lasix[/url]

  33. drug said...

    [url=https://xlyrica.online/]lyrica 50 mg[/url]

  34. online said...

    [url=https://albuterolp.online/]proair albuterol[/url]

  35. online said...

    [url=http://dexamethasonen.com/]dexamethasone 0.25[/url]

  36. WsnrReend said...

    vardenafil zhewitra 20

  37. sale said...

    [url=https://eflomax.com/]flomax 400 mg[/url]

  38. pills said...

    [url=https://strattera.company/]strattera 25 mg price[/url]

  39. tablet said...

    [url=https://vermox.company/]can i buy vermox over the counter uk[/url]

  40. sale said...

    [url=http://enolvadex.com/]tamoxifen medicine[/url]

  41. drugs said...

    [url=https://accutaneo.com/]roaccutane[/url]

  42. cheap said...

    [url=http://acyclovirmc.online/]buy acyclovir 800[/url]

  43. pills said...

    [url=http://flomaxms.online/]flomax 0.8[/url]

  44. pill said...

    [url=http://aaccutane.com/]buy generic accutane[/url]

  45. online said...

    [url=http://accutaneiso.com/]accutane where to purchase[/url]

  46. medication said...

    [url=https://eflomax.com/]flomax 200 mg[/url]

  47. online said...

    [url=https://acyclovirmc.com/]acyclovir over the counter south africa[/url]

  48. sale said...

    [url=https://accutaneiso.online/]generic of accutane[/url]

  49. drugs said...

    [url=https://toradol.directory/]toradol kidney stones[/url]

  50. tablets said...

    [url=https://accutanemix.online/]compare accutane prices[/url]

« Older Comments
Newer Comments »

Add a Comment

 

© All content copyright 2024 | Privacy Statement | Admin Login