Getting off to a successful start with direct mail. How do you address that?
“A CRAFT FULL OF DETAILS”
Getting started with direct mail. There’s quite a lot involved in that. Yet anyone can create a direct mail campaign that is right on all sides. Planning is the key word. And have an eye for detail.
We regularly provide tips on powerful copy, information on the effect of personalization and smart direct mailing purchasing. But let’s start by asking what the purpose of your direct mail is. Acquire new customers? Upsell or cross-sell to existing customers? Strengthen loyalty and brand equity?
Everything in the briefing
Planning, objective(s), selection of addresses and a strong range of costs are the calibrated elements of a briefing. At this stage, contact with all parties who will be working on the direct mailing is already essential.
Experienced direct marketers know that the quality of the addresses at least helps determine the response rate of a mailing. So consult with the supplier of addresses in good time. Is there a database of existing customers in-house? Then look at such factors as the last purchase, how often ren customer has purchased and the value of those purchases(the Recency – Frequency – Monetary Value method).
In terms of scheduling, the ”mat date” is decisive. Count back from this date and plan all the steps. Briefing, budgeting, creation, formatting, printing, personalizing, inserting and posting. Our advice: work with people who have all facets of direct mail in their DNA.
What is your WHY?
An irresistible offer is crucial for the recipient of a mailing to respond. A temporary discount, a free gift, no-obligation request for information. Make sure the offer is clearly highlighted in the mail pack.
Create impact
An eye-catching envelope, an extra window through which the recipient’s name is visible, a bulge. Or just a card that does not need to be opened. There are plenty of opportunities to create externals that no one can ignore. A mini brochure, a leaflet, a gimmick to draw extra attention to the offer. A lot can be done, as long as it is cost-effective. How about the unique ability to test at direct mail. For example, a blank envelope versus a printed envelope. What will be the winner?
Next steps
Now it’s time for the control freaks. Make a dummy to make sure the format is correct. How much will the mailing weigh? This has already been taken into account in preparation, of course, but a double check can avoid additional postage costs. Also consider careful control of deployed data. After all, people may have moved or died. Thus, (postal) returns are saved.
Production
At this crucial stage, nothing must and cannot go wrong. Print, insert, print, deliver in order of zip code sorting. Working with a partner with an eye for all these details is valuable and saves a lot of money, time and headaches.
Want to know more? Request our “10 steps for a successful dm campaign” or call 020 495 38 38 and ask for Niels Plomp. Schedule something right away? Then book an appointment using the button below.