Direct mail is a great approach towards helping businesses capture targeted customers and retain regular ones. However, it is important to note that sending a letter to a particular client once in a while may not help you gain the most business. You need to adopt a well planned on-going approach to realize success and here is some insight on effective direct mail campaigns.
The mail
Ensure that your direct mail pieces are designed in the best way possible to make it attractive to the recipient. Some important aspects to consider in this case include the color, content, size, and dimension of the direct mail piece. Personalizing the message is an essential ingredient when mailing to a target audience, as well as, a strong product presentation at the beginning of the letter. The product or services offer, in this case, should be appealing so do your best to promote them right from the beginning.
Get on target
Establishing your target audience will save you a lot of time and money when mailing. You want to mail to people who you know may need or want your type of services or products. This can make your direct marketing techniques more effective and less costly.
Identifying the right list
Once you establish the target audience, you need to come up with a list. There are many databases to choose from that include business and residential names and addresses; selecting your target audience with precision will ultimately guarantee faster, cheaper, and better results.
Test
Before you commission your direct mail campaign, it is important to test it out first with a small mailing. If you have a list you have been using successfully in the past, it would be great to test the new one against the old one. It is possible to check more than one list so you can establish what adjustments need to be made to further define your target audience. This will ultimately save you valuable time and money.
Track your success
Your progress is the other critical aspect worth monitoring as you do direct mail campaigns. Hence, you need to have tools to help you measure the results of such campaigns. If you have multiple lists, assigning key codes will be the best idea, which will help you attribute each response to the right key code.
After the campaign, it is wise to take time and analyze the results achieved. At this point, you will be in a position to identify what list yielded the best success.
Conclusion
A step by step guide like this one is what gives insight into leveraging more on targeted direct mail marketing techniques using personalized letters. In time, the result is a quantifiable success that you can attribute to your direct mail campaigns.