Maximise your marketing
Direct mail or direct mail marketing is printed communication delivered in the mail directly to existing or potential clients. Mail is tactile, personal and can be very creative. Best of all, you can see and measure the results of any campaign!
Maximising results
Following up your direct mail pieces within 3-7 days is the best way to maximise your results. This way you can reinforce your message and motivate people to act on your offer. It has been shown that following up direct mail can boost results, so don’t overlook it!
Combining the Internet can add another dimension to your campaign and capture the growing number of people who like to screen businesses on the Internet before dealing with them. This is often achieved by using a specific website landing page directly relating to the promotional material, with a call to action. Tracking people who make purchases from the landing page makes is another way to easily measure the results of the campaign.
Resending your campaign is another way to increase your results. This positive reinforcement of your message creates more brand recognition. The more someone sees your marketing, the more likely they will remember you. You will also be more likely to intersect them in their buying cycle- not everyone is ready to buy when you send your marketing out!
Variable data campaigns
Improve your direct marketing results by up to 36% with variable data campaigns- direct mail marketing to a database.
Where do I get a database from?
There are many sources for databases. An effective source is often untapped or overlooked information your company may already have such as a list of people who have had a transaction with you in the past but not repeated their business. Marketing to these people will prove particularly effective because they will recognise your brand and obviously have a need for your products. It is important to have a compelling reason for them to come back in your marketing, as there might be a reason they haven’t returned to you.
If you don’t have a database you can go to sources such as:
- Dun and Bradstreet – a big name in market research but without guarantees of accuracy.
- Other marketing information companies can be good, but ensure they have a guaranteed accuracy rate about 95%.
- Us! If you would rather someone help you decide what sort of list you would like, talk to us at Dobson’s. We can help arrange a database to suit your marketing campaign.
TIPS:
- Analyse your database. Select recipients considered most likely to respond positively.
- Don’t choose quantity over quality unless you are prepared to pay more for lower returns.
- Consider any information you have especially demographic information.
Read more about variable data.
BE CREATIVE
Direct mail gives you an opportunity to portray a message in a 3D way, instead of simply on a screen. Being tactile is a major advantage so utilise different stocks, folds and effects!
S
ome of the more innovative things we have printed include:
Pop up boxes
100% recycled brochures which feel amazing!
Mailing guides
There are bulk mail rates that enable you to send mail at lower rates. In order to qualify for these rates, you must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service.
Visit our resources page for specific mailing guidelines.
