12 Steps to an Effective Direct Mail Campaign
12. Follow up: Sticking with only a passive means of communication with your consumer limits your response rate. Whenever possible, follow up with both initial responders and non-responders. Telemarketing is a quick, engaging and effective way to assess responses.
Direct mail is a powerful and dynamic marketing tool. It provides you the opportunity to improve and hone its effectiveness through your design, your message, your offers and your targeting. Even if you just refine your campaign with a few of these tips with each mailing, you will see measurable results.
Deanna Willsey is the director of corporate communications at Valpak, which for over 40 years sends out an envelope to consumers filled with offers from national and regional advertisers, as well as businesses right in their neighborhoods.