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Direct mail marketing could be an incredibly powerful marketing tool for you. But if not done right, it could also turn into a big black hole where you pour your money and do not get any returns on your investment. To remain on the right side of the ledger, you need to follow these tips.
Identify Your Mailing List
Do not send the mail to just anybody and everybody you know. Create a target list based on your target market.
Test & Learn
There is no marketing strategy that can be implemented by the book. There is always room for testing and learning.
In fact, it is a never-ending cycle of testing and learning. As mentioned earlier, blindly mailing a list of names will not yield positive results.
Instead, you need work systematically. Identify segments of the list from which you expect better response than the others.
Check out the details of each person on your list and make sure that the offer you are making is valid and relevant to those on the list.
Furthermore, test multiple offers, and make each of them unique.
Also, if you are offering a 10% discount, check to ensure the volume is increasing proportionately to cover the lost margin.
Remember that one offer may be more profitable with a segment and another may simply appeal to a different segment.
Get Creative With Your Packaging
Select the envelope and other mailing accessories with care. Think about whether the envelop adds value to the offer it carries inside. A great offer might as well have a great envelope so that it entices the receiver to open it and read what’s inside.
Choose The Right Response Model
Think of the response model too. If you are expecting a huge response from your campaign, you might want to set up a response model that directs them to a customer support team or sales team.
Its’ important to test this too. Choose a small sample size carefully and test the performance of your campaign. Be practical though. If you choose a small sample size, the results may not help you arrive at any worthwhile conclusions about the effectiveness of the campaign.
Analyze Your Results
Your testing results need to be analyzed if you want to initiate a more effective marketing campaign.
Make sure that you understand the full economics of your testing. Consider your mailing costs and the response rates. Draw up a profitability model that will balance your mailings, responses, and the profits you make from the campaign.
Roll Out The Campaign
Once you have identified the profitable segments of your mailing lists, roll out maximum volume of your campaign to that segment.
Alternatively, Use A Direct Mail Marketing Service To Oversee Your Campaign
It’s not necessary that you perform all these tasks in-house. A direct mailing service could be of great help, especially since they have all the details of your potential customers, and their most up-to-date addresses. Do some research and select the right mailing partner to work with you on your campaigns.
A well-managed mailing program and a perfectly rolled out campaign could be very profitable for your business.
Final Thoughts On Direct Mail Marketing
Are you using direct marketing to promote your product or business? What kind of responses have you gotten? Are your campaigns effective, or do you feel the ROI could be better?
Let us know in the comments below.
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