How To Run A Successful Direct Mail Campaign

Long live Direct Mail!

No – Direct Mail hasn’t been superseded by email and telephone campaigns or posting on social media. A range of approaches widens your scope ; Direct Mail may reach the audience that other campaigns cannot reach. Sending out personalised mail to your customers or prospective customers and followed up with digital marketing can be a match made in marketing heaven.

Yes – Direct Marketing obviously costs something for design, print and distribution at the very least, so in order for it to be cost-effective it is crucial, absolutely crucial, that each campaign is carefully thought out to gain the maximum benefit for your company.

The 40/40/20 rule?

That old chestnut… it dates back to the 1960s, doesn’t it? Out of date, surely? But stop your inward groaning and take a look. It’s been shown, over time, that it makes sense. It still makes sense. Almost.

The rule says that 40% of the success of your campaign depends on your list selection, 40% on the offer that you communicate and only 20% on the creative aspect, the design of your flyer, postcard or letter. But surely, somewhere in those figures should be timing – it’s vital to send out your mailing at the optimum time. Let’s change those percentages to 30/30/20/20.

30% list selection – we can help

If you’re approaching current customers then, of course, you’ll already have a list – but make sure it’s up-to-date with the correct addresses and names of contact people. It really makes your company look slapdash if you get that wrong.

If you’re looking beyond your regular audience then constructing a database is extraordinarily time-consuming and buying lists online can be dodgy. At Mailing Expert, tell us the profile you have determined for your new prospects and we’ll be able to provide you with a carefully tailored, clean list so you won’t waste time or money approaching the wrong people – or people who don’t even exist!

30% offer – it’s up to you

Quite honestly, once your mailing is opened, your customer or prospect will be thinking, ‘So how does this benefit ME?’ Blabbing on about how great your company is simply won’t do (even though your company IS great!) You could offer a discount, a free gift or service, an ebook to download… It’s up to you to decide a) what you want your prospect to do, having read your communication, so you need a clear call to action, and b) what reward will they get for doing it?

20% creative – we can help

It IS important to get this right. It has to be compelling to engage attention – so we could help with size, design, copywriting, colours, images and top-class printing services. Choose the right medium for your message – should it be a postcard, a flyer, a greetings card or a letter? You don’t want your material to be mistaken for a piece of junk mail so make it look unique and classy.

20% timing – and follow-up

For time-sensitive campaigns, it goes without saying that your recipients must have enough time to receive the mail, make a decision and take advantage of your offer.

In general, Tuesdays, Wednesdays and Thursdays are the very best days for your mail to arrive. Monday there is always a pile of stuff. On Friday, most people are winding down for the weekend ahead.

There are other aspects of time to consider too:

  • Industry peak times – people will be too busy to bother with mail so get it there beforehand
  • Seasons – does your product or service appeal to a certain sector at a specific time?
  • Theme weeks – if it’s not ‘Jam Doughnut Week’ it’s ‘Let’s Go To Work In Pyjamas Day’ – so could you target one of these?
  • Exhibitions – every sector has events and exhibitions – so find out when!
  • Current Affairs – what’s happening in the world? Could it be relevant?

The importance of follow-up is never to be underestimated. What’s the point of piquing someone’s interest with a carefully constructed communication then not doing anything else? A wasted opportunity and destruction of the initial interest you spent time and money trying to build.

So there’s the Mailing Expert Rule, hot off the press: 30/30/20/20

 

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Print is alive and well (and living in Uckfield!)

We’ve said this before and we’ll say it again, loud and clear. Using print to communicate with your customers or prospective clients is still relevant and significant for your company, even in the face of ever-increasing digitisation. It goes without saying that it’s not the only medium you should use – but to dispense with it altogether, well, you’re really missing a trick.

Scientific evidence

In Philadelphia, Temple University’s Center for Neural Decision- Making (yes, such a place exists!) conducted a neuro-marketing study for the US Post Office. It focused on the differing response to physical and digital media when consumers were thinking about buying something.

In short, people were asked to look at ads, both on paper and in digital format. Their responses, like eye-tracking and brain activity, were measured, and they filled in questionnaires. A week later they were re-evaluated to test the long term impact of the adverts.

Surprising results?

Actually, not that surprising. It was found that adverts on paper beat digital ads in the following areas:

  • The amount of time spent reading
  • The emotional reaction
  • Remembering the source and content
  • A subconscious desire for the product or service
  • The perceived value of the product or service

Putting it into scientific terms, physical adverts actually produced more activity in the part of the brain called the ventral stratium, associated (as proved in another study) with future purchasing behaviour.

Worth thinking about, eh?

So don’t ignore print…

Print establishes a tangible connection with potential customers – an effective way for them to acquaint themselves with your product or service. It’s becoming an overlooked secret weapon for marketers, who too often jump on the bandwagon of being up-to-the-minute trend-savvy.

But don’t ignore the digital medium either!

Harnessing the strengths of both digital and print media will give your company the best chance of being found and also the best chance of growing your customer base.

That’s a scientific fact and here at Mailing Expert we can help with both!!

Give us a call on 01825 983033 to speak to one of our experts about your next campaign.

 

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Telemarketing as part of an Integrated Campaign

First, here’s an advisory: telemarketing is NOT the same as telesales, those calls which we all dread, offering double glazing or solar panels or carpet cleaning because ‘we just happen to be in your area this week’.

So what is telemarketing?

Telemarketing is quite different. It’s a service which is the human interaction element of a marketing campaign, generating interest and creating opportunities. Its personal approach offers a chance for both a potential client and a business to find out more about each other, to see if synergy exists for a mutually-beneficial relationship in the future.

Proficient telemarketers can often communicate brand values and the personality behind your business, putting your proposition into engaging words far more effectively than any other means of contact

Telemarketing can be used on its own but works even better as part of an overall marketing strategy. Telesales can be part of a telemarketing campaign, but, for overall effectiveness it is only one element in a multi-layered approach.

Organising a telemarketing campaign

What are the first steps to take? At Mailing Expert, we work closely with Lesley Roberts of Talkmarketing, a B2B and B2C telemarketing company. She suggests, ‘Ask yourself the following questions: Who are we targeting?  What geographical area will we cover?  How big will the companies be? Will we search on turnover or number of employees?’ Another factor to consider is choosing the optimum time.

Lesley also advises having all marketing collateral in place before you start. Or, at the very least, deciding on the platforms you will use – website, emails, letters, social media… Having well-produced marketing material on hand, both digital and printed, will dramatically increase your chances of building successful relationships which may then be converted into future business.

Most important of all, key to a successful campaign is good data.

Data is king

We’ve all done it – phoned a business and asked to speak to a decision-maker by name, only to be told she left five years ago. This immediately puts us on the back foot. As Lesley says, ‘ The company will think that we have not researched, put us into that box of ‘just another cold caller’ and it is really hard to build the trust from that point.’

Data that is six months old is too old. It’s sensible – no, VITAL – to update it before you start! We can help you to cleanse it, screen it, run it through Telephone Preference Service so that you won’t waste your time or anybody else’s.

If you use inaccurate data, your telemarketers’ time will be spent amending contact information, not forming relationships with potential customers. In the long run, spending time and money getting it right in the first place will actually save you money – and your reputation.

Not to be ignored

Telemarketing should never be taken out of the equation if a marketing campaign is to have maximum impact. It’s something that you shouldn’t ignore – and neither will prospective clients if you do it well.

And the added bonus? Your results are fantastically easy to track and measure.

Let us know how we can help – because, at Mailing Expert, help we can!

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