Always keep in mind cliché spam lines and avoid them at all costs. A good point to start is to look through your own mail that you have kept, and why.
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Copy writing is a hard business, so if you’re not sure your copy will cut it, hire a professional for this bit. And what’s actually going to compel people to carry out the action you hope they will. Once you know who you are writing to and what about, you can start to think of copy. The more precise you are in your segmentation, the more likely you are to have people respond. Look at segmenting for age groups, location, customers and non-customers, or even by the services or products you provide. Take the time to go through this, as data lists deteriorate really quickly. Though you might dig up the last data list you had a few years ago. Data needs to be up to date, and segmented where possible. A send to as many people as you possibly can just to get word out is definitely not a path you can take these days. I cannot stress enough how important your mailing list is. This will keep you focused through your copy writing and your tracking. No matter what you are looking to achieve, just make sure you know what the end goal is.
To get x amount of hits to your website etc. To make a certain amount of appointments. Perhaps it’s to attract 20% of your lapsed customers back. Why are you sending this campaign? Nail down your objective, and try and be as specific as possible so you can track your results easier. To make sure that when your letter hits the door mat or letter box (or dog’s mouth) it has the best possible chance of being opened, read and taken in. But this has to be carefully planned so as to not waste money, lose customers and lose hope in your marketing.īefore you lick any stamps or shuffle any prints of letters, you need to organise a number of things. Overall a direct mailing campaign that is supported by your digital efforts on your website, and perhaps an accompanying email campaign can reach those customers you haven’t been able to reach before. You can reach new customers ( 39% of customers try a business for the first time because of direct mail advertising) and it can be a lot easier to track than you think. You could also add to that list that you can reach decision makers who have spam filters built like a prison. So why would you send a direct mail campaign? In one of our previous blogs we looked at 4 reasons to send letter campaigns. Which included saying thank you, driving home your pain point, reaching generations who are happy to receive mail, and getting people back to your website. Put when done properly, this just easy the case. Today we’ll be focusing on direct mail campaigns or “snail mail” as it’s sometimes known.Īt a time when it is exceptionally easy to click send on an email, a direct mail campaign can seem a huge task to take on, and probably not worth the effort. As you will have seen in our last blog, we are looking at print, and more traditional marketing methods this month.
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