Direct Marketing Company Islington
City of Westminster
Creating a Direct Mail Campaign
Obtaining a targeted mailing list and developing an enticing message or proposition are the two keys aspects of effective direct mail campaigns. There are 5 steps to creating effective promotional material:
What is the purpose of the mailing? Is it to create awareness? Or generate sales? Who are you communicating with? What is your pack going to contain? What’s the look and feel that you’d like your pack to convey?
People receive mail every day. To stand out from the crowd you must have a unique or enticing proposition. Don’t fill your mailing with mixed messages or various conflicting offers. Keep the message simple and focus on your unique proposition. Ask yourself why your customer needs your product or service and what is the one thing that stands out above all else about your product.
This is true in all advertising. Focus the wording on the benefits of your product or service to the potential customer rather than its features.
Tell the recipients what you want them to do. A strong call to action is required to ensure that a potential customer makes a purchase rather than just thinking that your product or offer is ‘interesting’.
Response rates can be improved by providing a pre-paid reply envelope or a freephone number.
The type of promotional material in your pack depends on what you are trying to say.
Use postcards when:
· Announcing new products or services
· Invitations to events
Use letters when:
· Introducing and describing your business
· Providing latest updates and developments
Use brochures when:
· You have a wide product range
Direct Mail - The Basics
Direct mail is any advertising or other printed promotional material that is sent directly through the mail to current prospective customers, with the aim being to make a sale or raise awareness.
Direct mail is often dismissed as junk mail. However, it does enable companies to place information about their products and services directly into the hands of people who may be interested in them. Planning and testing is the key to effective direct mailings.
Statistics in the UK support its potential effectiveness. In 2005 direct mailings accounted for 12.5% of all advertising expenditure, and it’s estimated that it generates over £27 billion worth of expenditure every year, that’s £14 for every £1 spent.
Despite the negative publicity surrounding the industry 67% of consumer direct mail is opened, with 45% being opened and read. The average response rate for direct mail campaigns to consumers is 8.8%, slightly higher than the 8.4% response rate for business to business direct mail.
Along with the mailing letter a number of other promotional items are usually included, such as a product brochure, order form and pre-paid reply envelope.
Direct mail holds a number of significant advantages over other forms of marketing:
How to Target a Direct Mail Campaign
Why is Targeting Important?
Targeting is all about identifying those people who are most likely to respond to your mailing. That way you can avoid wasting money sending mail to those people who won’t respond.
In general there are four reasons why someone may not respond to a mailing:
According to research commissioned by QAS the average large business in the UK wastes more than £100k per year on direct mail due to data being out of date. Businesses receive over 350 items of direct mail each year that is intended for people who have since left the country.
Targeting before carrying out your first direct mail campaign will help to remove no responses due to people not wanting your product or service, and due to inaccurate data.
Once your first campaign has been carried out you can then look to identify and remove those people who dislike direct mail through analysing non-responses and returns. This is often overlooked by businesses but is an essential aspect of direct mail marketing, as explained by Rebecca Clayton, director of marketing, QAS:
“Because so few businesses monitor the amount of mail they send out, or the cost of returned mail, they have no real insight into how much money they are wasting or the potential damage to their company or brand reputation. It also means they aren't getting a true view of the success of their communications.”
Identifying your Customers
This is all about gaining an understanding of who your customers are, where they live, what they do, what they like and dislike, and so on. It’s known as profiling.
For consumer mailings typical characteristics are:
For business mailings typical characteristics are:
If you have a list of customers with limited data you can often obtain a more complete view through cross-referencing it with data from lifestyle database companies. This cross-referencing can prove to be extremely illuminating and companies often discover that they appeal to a set of people that they were previously unaware of.
Sourcing the Mailing Lists
There are however many companies without a sufficient in-house mailing list, and ne...