It takes more than just a great idea to build an effective bulk mailing strategy. If you want to run a successful bulk mailing campaign, you’ll need to get the science right.
Whether your campaign succeeds or fails will largely depend on continual testing and the refinement of its elements. Here we’ll take a look at some of the ways you can improve your strategy with science and planning.
Identifying your target market
The first thing you need to do is ensure you know exactly who your target market is. No matter what products or services you are selling, you should have an ideal customer in mind. Only then will you be able to create an effective bulk mailing strategy.
Segmenting your mailing list
Savvy businesses will go a step further than simply identifying their target market by segmenting it. Placing your prospects into categories will enable you to send out better-targeted mailings that are likely to generate a much higher response rate. There are a number of different ways you can segment your mailing list including postcode, last purchase, new or existing customer etc. Try it out and see what works best for you.
Measure your bulk mailing responses
How do you know if your strategy is successful unless you measure it? It’s essential to have a process for measuring responses in place, prior to sending out your mailings. There are a number of ways you can track responses from including unique coupons to personalised URLs.
Measuring your bulk mailing responses will allow you to work out your return on investment and cost per response. If the return on investment is low and the cost per response is high, it should tell you that your campaign requires refining significantly.
Test new ideas
Maximise response levels to your bulk mailing methods by regularly testing out new ideas. From different designs to personalised recommendations and technology integrations, there are plenty of things you can try out to see if they generate a higher response rate from prospects.
Don’t forget to plan a strong call to action for each campaign. Your bulk mailing strategy will fail without one.