Could direct mail be the missing ingredient from your marketing campaigns? Make a change for the better in 2015 by re-introducing it into your marketing mix.
Remember there’s much less clutter in the mailbox than in the inbox these days, so there’s the potential to make a great return on investment. Simply follow our four steps below to achieve fantastic results from your direct mail campaigns.
Review the quality of your data
Step one is to make sure you are using quality, clean data. This will involve reviewing your mailing lists and doing a clean up. If people have moved house or passed away, you should remove their address from your list to minimise wasted resources and maximise your return on investment.
It’s also important to make sure that you have permission to send direct mail to the people on your address list.
Segment your data
Step two is to split your data into smaller, targeted marketing groups. There are a number of approaches you can take to market segmentation e.g. behavioural, demographic, psychographic and geographical.
The purpose of segmenting your data is so that you can design direct mail campaigns that are targeted at a specific group of customers and better tailored to their needs. The more targeted your campaigns are the more likely they are to generate the desired response!
Create a call to action
Step three requires you to create a call to action. This is the action that you want people to take after reading your direct mail. It could be anything from buying your product to visiting your social media page. One of the best ways to encourage people to complete your call to action is to give them an incentive to do so. For example, you could offer them a discount voucher for your product or an entry into a prize draw for completing a survey.
Do a follow up
The final step of the process involves doing a follow up. Remember in order for direct mail campaigns to be successful in 2015, they need to be part of a much larger, multi-channel strategy. Sending out a follow up email reminding people of the offers you sent them is a great way to boost the return on investment from your direct marketing campaign.
To optimise your direct mail campaign contact Baker Goodchild on 0800 612 1972, we’d love to discuss your requirements.
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