A direct mail campaign is a great opportunity to grab the attention of potential clients, or even rekindle a relationship with existing clients. But how do you go about setting one up?
We’re here to offer our expert advice:
- Who to send it to
Targeting who you are sending your campaign to is one of the most important aspects of a successful campaign. If you aren’t speaking to people who might be interested in what you have to say, then you are wasting your time and effort. Get a list together of relevant people or companies to send it to, research the best way to reach them and make sure the information is as accurate as possible. We recommend gathering names, job titles, addresses, email addresses and phone numbers, so that you can easily track and follow up this campaign afterwards.
- What to send
When it comes to direct mail, the options are almost limitless (especially if you have a good postage-cost budget!). If it’s a letter or flyer with an offer or introduction, then there’s no pesky character limits or goals…you can keep the message as short or make it as long as you like. Sometimes a single sentence packs a punch, other times it can be an entire booklet that is full of your services. You could even send bespoke gifts, as crazy as you like. Just make sure your message is clear and your contact details are easy to find.
- How to send
The best way to send your campaign is to tailor your sending method to who you’re sending it to. For example, we once delivered Valentine’s gifts by hand, for an extra personal touch. Other times we have wrapped packages in branded-paper so that it stands out amongst other post. It’s also important to consider the day which the letter or package will be received; if it’s being opened on a Friday, will the message be lost over the weekend? Make sure it’s in a condition that you’d be glad to find it in, and received on a day where it will get the best attention.
- Test it, send it, follow it up
It is always a good idea, if you have time, to send a test letter or package before going ahead with your full campaign. This will ensure things go smoothly before spending a lot of money on postage. When sending your campaign, keep a record of which items have been sent out on which day, so that they are easy to track. It will also work in your favour to follow up the direct mail campaign with a phone call – this is a good way to give the receiver an opportunity to speak to you directly as the approach is warmer as you’ve made a prior introduction.
- Analyse and refine results
Another important aspect, that we always encourage, is to make sure you gather as much feedback as possible from your marketing efforts. This feedback will help you to measure the success of your campaign and will highlight areas for improvement in the future. Remember that the average direct mail campaign has a response rate of between 1% and 5%, so any results beyond that is a huge success. Injecting codes and offers into your campaign is a great way to track the success and spread of the campaign.
For any further information about direct mail campaigns, and how Fill the Gap can help you, please get in touch and we’d love to meet you for a coffee – 01522 837232.