Make sure your direct mail campaign is tied to the goals you’ve set out in your marketing plan. Organizing Your Direct Mail Campaign Ideas Before you begin You had counted on it generating a lot of leads that you ended up having to find elsewhere. The mailpiece and postage was expensive and contained a lot of information, yet it didn’t generate the response you planned. The list was expensive and didn’t necessarily have the right contact name. You’ve used mail but feel it was a waste of money. You don’t really test your campaigns and try to improve results, but your response rates are acceptable. You typically use mail in conjunction with a phone call. Sometimes they’re spur-of-the moment you know you could do a better job of planning ahead and focusing your message. You’ve had some success with mail campaigns. You test your mailings and tweak the headlines, envelopes or offers to increase response, and you use targeted and current lists. You design each piece to grab attention, convey a simple message and move the prospect toward action. You’re happy with the ROI on your mail campaigns. When you use the right strategy and execution, direct mail can be a strong addition to your marketing arsenal. Include a strong call-to-action encourage customers to call or visit your website to learn more and buy. Or, develop a piece that delivers a compelling case for your current customers to buy related products and services. Instead, start your direct mail campaign should with an introduction via mail, then perhaps a followup phone call from a sales rep and a demo delivered via email. Don’t just mail and wait for the phone to ring. In B2B, it’s better to think about direct mail as an integral part of a larger campaign. Mail a quarterly “industry update” or case study with graphs and reference info – more than you’d be able to provide in an email newsletter.įocus the piece on a typical objection prospects have before they buy.ĭevelop a piece that delivers a compelling case for your current customers to buy related products and services. Quickly introduce your value proposition invite prospects to call or visit your website to view a demo, download a special report, or request a quote.įollow up with a phone call a week later. Mail a personalized, hand-signed letter to targeted prospects. Here are ideas for three sample direct mail campaigns: GENERATE NEW LEADS Send product literature with the prospect’s name and custom specifications printed into the brochure itself (via digital printing).Invite current customers and top prospects to an event you’re holding at a trade show.Instead, consider using mail for small campaigns: A custom piece that you develop for a specific purposeĭirect mail can be an efficient medium for your company if you focus on strategic, targeted mailings instead of large bulk mail campaigns, which draw very low response rates at much higher costs than online marketing.A digitally-printed brochure with the prospect’s name printed in the headline and body copy.A postcard with a four-color image on one side and a printed message on the back.Your direct mail campaign ideas can be very simple or wildly creative depending on your goals. Even though many companies have turned to social media, email and internet marketing, a targeted and well-produced mail campaign can still be highly effective.ĭirect mail campaigns can be used to generate leads, promote special offers, support other campaigns, communicate with customers and raise your visibility in your market. For many years, direct mail has been an important marketing medium.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |