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. cheap said...

    [url=https://clomidsale.com/]buy cheap clomid[/url]

  2. ?? said...

    Fantastic items from you, man. I’ve bear in mind your stuff prior to and you are just extremely wonderful.
    I actually like what you’ve received right here, certainly like what you are stating annd
    the bet waay in which you are saying it. You are mqking
    it entertaining and you stll take care of to say it wise. I can not wait to learn faar more from you.
    This is actually a tremendous website.
    ??

  3. ???????? said...

    Hi! I could have sworn I’ve been to this site
    before but after browsing through soke of the post
    I realized it’s new to me. Anyhow, I’m definitely delighted I found it and I’ll be book-marking and checking back often!
    ????????

  4. ??????? said...

    It’s an remarkable piece of writing designed for all the internet viewers; they will get benefit frm it I am sure.

    ???????

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

    Good info. Lucky me I foun your website by acccident (stumbleupon).

    I hhave book marked it for later!
    ???????

  6. ???? ???? said...

    Unquestionably believe that which you stated. Your favorite reason seemed to be on the web the
    easiest factor to twke intyo account of. I say to you, I
    certainly get annoyed whiklst other people think about concerns that they plainly
    don’t recognise about. Youu controlled to hit the nail upon the highest and also defined out the entire thing
    without havibg side effect ,folks could take a signal.
    Will likely be back to get more. Thank you
    ???? ????

  7. Florentina said...

    Quality content is the key to be a focus for the viewers to go to see the web site, that’s what this
    web site is providing.

  8. Dora said...

    I would like to thank you for the efforts you have put in writing this blog.

    I’m hoping to check out the same high-grade blog posts from you in the future as well.

    In fact, your creative writing abilities has
    inspired me to get my very own blog now 😉

  9. cel i skutecznosc planetarnych mlynow kulowych said...

    Join us on a journey of innovation as we showcase our advanced planetary ball mill technology during your visit.

  10. prumyslovy planetarni kulovy mlyn said...

    Get a comprehensive quote for your desired ball mill equipment, including shipping and installation services.

  11. ?? ??? ?? said...

    each time i used to read smaller artjcles or review that as
    well clear their motive, aand that is also happening with this
    piece of writing whicfh I am reading here.
    ?? ??? ??

  12. ????? ?? said...

    Remarkable! Itts in fact amazing piece of writing, I have got mucfh clear idea on the topic off from this paragraph.

    ????? ??

  13. ????? ?? ??? said...

    I pay a visit day-to-day a few blogs and websites tto
    read articles or reviews, except this weblog preswnts feature bbased writing.

    ????? ?? ???

Add a Comment