Need to increase your sales? Launching a new product? An effective direct mail campaign can give your business the boost it needs. Get started by establishing your goals and objectives, then determine the strategy and tactics that will engage your audience.
Step 1: Goals and objectives
Every successful marketing campaign begins by looking inward. Study your business, make sure your brand reflects your organisation and resonates with your customers. Ask some deceptively simple questions:
- Why Direct Marketing?
- A new product or service?
- Need more information about your customers?
- Promoting one product or more?
- Generating sales leads?
Your goal is the overall intention of your campaign. Your objective is the outcome you want. For example, your goal could be to grow sales revenue by 10%. Your objective could be to increase phone enquiries by 15% over last year. Spend some time determining the benefits you offer customers. A USP (Unique Selling Proposition) is relevant, engaging and compelling. Make sure your product and the messages you send about it matter to your customers.
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Step 2: Choose your audience
Put yourself in the shoes of your customer. Where are they? What do they know about your business and your products? Are there any barriers you need to consider? What are their timescales? Segmentation is important and so is building a personal and individual picture of your customer. If it helps, give him or her a name and a list of attributes that encourage you to focus on what your customer wants and needs from your business. Good campaigns are always measureable. So, include a clear call to action whether it’s an invitation to visit a website, join a social media site, use an email address, call a number, insert a discount code or take another action.
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Step 3: Decide on a strategy and employ tactics
Your strategy is the roadmap to a good campaign. Tactics are the steps along the way. For example, your strategy is to raise sales of a new product by offering a discount to online shoppers. Your tactics could be to create two mailshots. The first will announce the product and excite interest by inviting people to find out more by ordering a new catalogue or visiting a website. The second could be a discount code.
A good Direct Marketing Campaign delivers measureable results. Have a look at some of our case studies.
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