How to Profit from Direct Mail Part 3
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
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