Ten valuable tips top help you get the most out of your direct marketing campaigns
1. Plan and research your target market, taking into account if there are any sector specific opportune times and worst times of year.
2. Ensure your prospect or customer database is kept current with correct names and addresses.
3. Consider the frequency of mailings that are acceptable to your target audience. How well do they know you? How much trust do you need to build? For instance existing customers already understand what you do and hopefully like you but if you bombard them with too many special offers you will alienate them. Two timely mailings to warm existing customers should attract repeat business.
4. Mailers need to have a professional look and feel. Check for grammatical mistakes, inappropriate words and distracting graphics.
5. Do not use a blank envelope or address an envelope but leave out the name. It will be perceived as junk mail and will not reach the correct person.
6. Ensure the copy is written well and proof read. Poorly written copy which is uninspiring and lacking in a compelling headline and call to action will not prompt the reader to act.
7. Make your preferred contact method highly visible.
8. Consider what your short and long term campaign objectives are? How are you going to measure the outcome?
9. Post one to yourself and colleagues first! Did it arrive on time and in good condition? Use this final check to ensure you are entirely happy with the finished product.
10. A timely follow up email or telephone call is crucial in most cases to get the maximum return possible.
By Karen Moore, Director of Go for Growth Marketing
To discover why postcard marketing in particular maximises response rates and ROI go to www.goforgrowthmarketing.co.uk
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