7 tips for getting better results through direct mail
A recent survey shows consumers prefer to be contacted by direct mail, rather than email or SMS. So, it’s worth considering sending a direct mail campaign to potential customers. Here is a list of some of the factors to consider:
- Work out what it is you are aiming to achieve with your mailshot campaign and make sure your content fulfils your objective
- When compiling your mailshot, test it against the following questions – if your answer is ‘no’ to any of them, you need to adjust it.
- Does it immediately create attention (i.e. attention-grabbing header)
- Does the content then create interest?
- Then desire to buy your product/ service?
- Then an action to buy your product/ service?
- If you are buying a data list of contacts, make sure it is targeted to the right person and/ or business (i.e. for business lists, you need to consider whether you are targeting start-up companies or more established businesses; sectors of business; what is the likely role of the decision maker; geographical area; minimum turnover or number of staff, etc)
- Include both a covering letter as well as an insert (i.e. brochure or leaflet)
- Make sure your mailshot includes a response mechanism so that the recipient can easily respond to you with their order/ any queries. It’s also a good idea to include a reference code so that you can trace where the sale/ query has come from.
- Follow up mailshots with a telephone call (telemarketing) for higher-than-average results - don’t forget the TPS rule
- Once your direct mail campaign is under way, you need to analyse your results to check whether it has been profitable/ what worked well/ what could be improved on for your next campaign.
Good luck – let us know how you get on!
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