Written by info on Sunday, January 31st, 2010 in Uncategorized.
More and more people are returning to Direct Mail to boost sales and benefits. Now unlike big corporations who may afford to throw marketing dollars in to a black hole the small and medium sized business needs to ensure every dollar has a good return on capital.
If you follow such essential seven steps you will have a profitable campaign and be able to make money off internet.
1) Targeted Customers
The more aimed your customers the more successful your campaign will be. Don’t fall in to the trap of purchasing any old data, you want real targeted prospects. Think about who your ideal prospect is, write it down and brainstorm what their characteristics are, where do they live, what type of home, what kind of car do they drive, are they engaged, do they have children and so on. The more you profile your client the better you will be able to aim them.
Then find data that suits your requirements. Just ever try a small sample of data no difference what discounts they suggest. If the data is good the provider will be happy for you to try a small sample.
2) It’s a Numbers Game
This is not an element of the campaign, more of a mindset. You should realize that any direct mail campaign is about a little percentage response. Unless you have a preexisting relationship with the client don’t expect a big response. Bearing this in mind you should scale up your campaign so that you are achieving as many targeted clients as possible.
3) The Compelling Offer
This may seem obvious but it is a step many people overlook. Create your offer as impelling as possible. Spend time thinking about what prospective customers would want and more importantly what would make them act.
4) Sales Copy that Sells
The greatest mistake people make with direct mail business is to send out a beautifully created mailing piece that announces their prospect rather than sells to them. I get countless direct mail pieces sent to me telling me about a new store or service. What they forget to do is to say me why I have to go to that store, why I would like that output or how I would be wealthier if I take the offer.
Use testimonials were possible, they sell! Make your mailing piece stand out, think about utilizing post it notes on the mailer itself and if possible always have the envelope hand written.
5) A Call to Action
Tell the prospect what you want them to do. If you desire them to order today tell them that several times through the mailing piece and announce them why they should do it now. You may suggest bonuses if they answer to your offer within a set time frame. It is wondering how many times this vital element is missed.
6) Multiple Lead Capture Formats
If possible give your prospects multiple ways of performing the action you need. If you are asking them to buy a product try to give them some ways to buy, via the Internet, telephone or in private. Ensure that your buying channels work and are accessible when your customers need it. Don’t have a telephone number that is only available for limited hours.
7) Testing for Perfection
Everything you do must be tracked. When you send out cards you have to identify what lists give what answer. Your results will get better with every campaign if you go on testing and tweaking your results. If you follow these steps you will give yourself the best opportunity to assist your clients and improve your bottom line.