12 Steps to an Effective Direct Mail Campaign
For instance, insert the date and specific list number within the code so that you can easily trace it. When one group performs well, send that offer to the remainder of the list.
MAXIMIZE YOUR IMPACT
6. Direct mail cannot stand alone: Companies that see the highest response rate from their direct mail campaigns are those that integrate it with other marketing efforts. Also, one single mailing does not make a campaign. Be prepared to send out a series of mailings to create a better response rate — consistency is key.
7. Refine and update your list: As you receive feedback and new responses, make sure you keep those records current. Having your sales team connect with existing clients on a regular basis aids in keeping your internal list accurate. If you maintain a retail storefront, get in the habit of verifying customer contact information when they visit.
8. Repurpose: When appropriate use your same mailers for local events, sales kits, handouts, etc. so that you can take advantage of high volume printing discounts. Consider mailing to your vendors as well as your prospects.
9. Make it personal: Personalize your messages as much as possible. Do not limit this to just the envelope or introduction; insert the consumer's name as often as is reasonable. Also, pictures (you, your staff, your trucks, etc.) help to make a personal connection with your consumer.
10. Testimonials are not lip service: When they sound authentic and are tied directly to your key benefits, testimonials are a great way of social-proofing your expertise. Including tangible success stories helps to quantify the consumer's return on investment. Testimonials with a picture of the customer are most effective.
11. Connect in every piece: Always include your response cards and coupons in each mailing, so you can continue to add those responses to your internal list.