Bizeinstein

Conducting A Direct Mail Campaign

None of us like to receive junk mail.  However, companies wouldn’t send pamphlets in the mail if it didn’t generate leads and sales. 

Here are some tips on preparing and launching a direct-mail campaign:

1.  Develop A Direct Mail Campaign Strategy. This involves developing a long range plan: when will you mail pieces (monthly, quarterly, etc.), how will it be delivered (mail, internet,), how much you’re willing to spend, and to whom you intend to reach.  Also decide on the results you are seeking - increased sales,  new leads, better branding or all of these.

2.  Systematize Your Direct Mail Campaign. If you plan to send out four mailings a year, determine when you want the direct mail piece to be received by your target market and work backwards as to when the piece needs to be developed and when it has to be mailed.  A master schedule should be developed so that those in charge of the campaign know exactly when everything has to be completed.

3.  Make Your Piece Stand Out. Odd-sized mailers often help your piece stand out from the dozens of pieces sent out each week.  One client I work with has a piece that features a picture of a comically dressed lady that people actually keep on their refrigerator for laughs.  It also is a continual reminder of the products and services offered.  Many times individuals call months after receiving the mailer.

4.  Double check Your Mailing Lists. The average response rate to direct mail is about 2%.  The percentage increases the more accurately you identify your target audience.  If you purchase a mailing list, make sure you double check to insure the information is accurate and current .

5.  Consider Using An Outside Marketing Company.  Depending upon the size of the campaign or mailing,  consider using a company that specializes in direct mail.  It could  make your life a whole lot easier.

6.  Follow Up, Follow Up, Follow Up.   Once you’ve sent out the piece have a plan to follow up to measure your impact. This is crucial to make sure you stay in front of your customers and be ready to act when they are ready to buy your product or service.

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Working your Customer List

Many times when an individual’s business is slowing down the immediate reaction is to increase the marketing efforts to gain new clients.  Often times, however, to gain “new business” an individual really has to look no further than their existing customer list.

I remember one such client - an advertising specialties company.  She had a client list to “die for”.  Many of her clients were Fortune 500 companies or large municipalities. Whenever business got slow, she wanted to go out and “bring in new customers”.

It was suggested that she look at her existing client base and try to market to other departments within the companies she was currently servicing.  Other departments were purchasing the same products and services she was providing from other suppliers.

Since she was already on the approved vendor list, it would be much easier and more cost effective for her to solicit those other departments rather than solicit new companies.  She hadn’t thought of that, and immediately began to seek other departments within her current client companies.  The result, her business began to grow.

If you’re looking to increase your business,  you need to look no further than your existing customers and work your customer list.

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