Direct mail can offer a valuable, cost-effective way to market your business. However, before you embark on a direct mail campaign, it is important to take time to define your goals and targets. If you understand what you want to achieve before you begin your direct mail campaign, you will be able to measure whether or not it has been successful. By taking time to develop a direct mail strategy, you can be confident that you will remain in control of your marketing.
New or Existing Customers?
The first decision that you will need to make is whether you want to attract new customers or encourage existing customers to return and purchase additional products or services. The approach that you will take in your direct mail material will vary depending on which option you want to prioritize. You may want to introduce a heavily discounted offer for new customers to encourage them to make contact with you or come into your store for the first time. Alternatively, you could contact existing customers by direct mail to remind them of the high level of quality and service that you have provided in the past and highlight new offers.
Direct mail campaign are most successful when they are targeted. If you are a local business, you may want to place a geographical restriction on your campaign to ensure that you are not wasting time, effort, and money trying to attract customers who are outwith the area that you serve. If your products or services are geared towards families, you may want to target households with children. By targeting your direct mail campaign, you can increase your response rates.
Evaluating Your Direct Mail Campaign
After your campaign is over, you should set aside time to evaluate it and decide whether it has been a success based on the goals that you set before you started. In this way, you can decide whether to repeat the same campaign. If it has not been as successful as you had hoped, you can identify the changes you need to make to implement a successful campaign in the future. You can measure your response rate by including a unique code on the marketing material that customers need to quote when they make contact with you. By tracking how many customers use this code, you can determine how much business has been generated by the campaign. If you have employees who will deal with customers on your behalf, ensure that you brief them to ask for the code while the campaign is live to ensure that your response rate measurements are accurate.