If you are planning a direct mail campaign, you need to ensure that you have all of your bases covered to get the results you deserve.
The most important aspect of any marketing campaign is to put yourself in the prospects shoes and ask the question; "What's in it for me?"
Here is the top 10 checklist that Hep follows when we are doing a direct mail campaign for our clients
1. Have a clear objective, and strategy - ask yourself the question - This will be a success if....
2. Know your audience - ensure that you have properly identified your target audience and have a database that is representative of that audience
3. Data - ensure that your database is clean, up to date, and relevant.
4. Have all the ingredients for your recipe ready. Depending on the complexity of your campaign, you may need, call centre, web, and most important fulfillment. Make a list of all the elements of the campaign starting with data, print, permits, post, web, response, etc. Attach time lines and accountabilities to stay on track and on budget
5. Make the message relevant, creative, and compelling. With all the noise out there, you better have a great hook and compelling message or it will wind up in the recycling bin quicker that you can say WASTE OF TIME AND MONEY
6. One to One is the only number - Use variable imaging technology wherever possible in order to personalize with name, habits, etc.
7. Say less - get more. Say only what you have to in a direct mail piece. If someone wants more information, direct them to a website or a toll - free number.
8. Give the client multiple channels to respond - some people like to call, some like to email, and some may even visit in person. The more options the better.
9. Make the response easy - don't ask for to much for the responder to do. The less required the better the response.
10. Drive results back to the web for measurement and interactivity. This will allow you to really measure your results - good or bad
If you need help to get your direct mail campaign off the ground contact us to learn more.