The secrets of successful direct mail
Direct mail seems to have had its heyday. We're all fed-up with endless junk mail, but if you do it properly it can still be very successful and very profitable.
Before we start there is one main thing you must remember. Monitor every direct mailing carefully. That means you have to measure the responses. Every marketing campaign should be carefully measured, but none more so than direct mail
If you decide to use direct mail as a marketing method start with what you know. Use your existing clients. Think about how often you get in touch with all those customers who have bought from you in the past. One a week? Once a month? Once a year? In truth it's probably not very often! You don't have to try and sell them something. If you can, give them something for nothing. A bit of advice, a free trial, an upgrade. It doesn't matter. But don't try to shove your product down their throat. This is about having a relationship and building trust. Do remember that it's estimated it only costs 20% as much to keep a customer as to find a new one. So be nice!
Start small. There's no need to go mad and send out tens of thousands of mailers. Try 500-1000 to start with. Measure the response. As long as it doesn't cost you money it's worth doing. It doesn't have to make profits now, it's about building a rapport. But don't throw money down the drain. If you're not getting a good response look at what you're doing. Is the content right? Is the target right? Is the offer right?
Always, always, always enclose a personalised letter with the mailer. Do not ever send just a brochure. Why? It's just too impersonal and is heading straight in the bin. A well crafted covering letter can increase the response dramatically. Pay particular attention to the headline and the PS. These are the areas that have most impact.
Don't run on about how great your company is. That's not what they want to know. They want to know what you can do for them. What are the benefits to them. How will it help them or their business. Don't send a letter that says 'Fred Bloggs Limited can Serve all your Stationary Needs'. It won't help you one dot. Tell them that you can have product with them in 4 hours or that if they buy letterheads you'll give them matching envelopes. Tell them what's in it for them.
If you're going to send mailers to non-customers make sure you buy the most up to date list you can, together with contact names. It may cost you more up-front, but it will make a huge difference in the response rate.
Finally, if you do go the direct mail route, seriously consider a follow-up tele-marketing campaign. This can increase your close rate many fold. You don't have to take on outside staff for this. Do it yourself, or get someone in the office to do it. If you're starting small, which is the best way, be hands-on. And if the results are good enough then, and only then, consider outsourcing the mailing campaign.
© 2007 the secrets of successful direct mail
>>back to the articles page
Check out our Fixed-Price Consultancy
|
