Check out our video for some top-tips on how to get the most out of your direct marketing campaign.
Remember the Direct Marketing Basics
Every direct marketing message must include the three basic elements:
- An offer
- Enough information for immediate acceptance of the offer
- A mechanism for responding to the offer
Know Your Audience
Knowing who your audience is and how best to reach them will save you a lot of money and increase your return on investment. You will already have a good understanding of your client base but analysing your existing client data can provide fantastic insight and uncover unknown trends. Enhancing this information with new contacts allows for a cheap test campaign before new opportunities are exploited with fresh data. Ask LADS how we can help you get the most out of your existing data and ensure you are targeting the right audience.
Purchase Accurate Marketing Data
Once you have a clear understanding of who you wish to target it is time to get a fresh dataset for your sales and marketing teams to explore. The best thing you can do is search for a?targeted consumer or business mailing list on LADS, we will walk you through narrowing your niche so that you get the best possible data from the most reputable suppliers.
Value-added promotion is a great way to ensure the best response. The aim is to give your audience a reason to purchase now, so make your offer time-sensitive, unique and enough to provide value to your customers. Utilising an offer code or specific landing page will provide metrics for your campaign?s success.
Analysing your existing client data can provide fantastic insight and uncover unknown trends.
A great design that reinforces your message is essential to direct marketing success. LADS can put you in touch with professional designers whose expertise will ensure your message grabs your potential client?s attention ? it is well worth the investment.
Use a Great Printer
1,000s of direct-mail marketing materials with streaks or poor colour quality are a direct mail nightmare; LADS can put you in touch with great printers to ensure you have a direct mail dream. Depending on the nature of your products the type and quality of paper finish can also have a profound effect on the responsiveness of a campaign.
Find a Mailing House
Some mailing houses are able to print your copy but others are simply mail experts; it is worth exploring mailing and printing separately to ensure you are getting the best deal. LADS can help you compare mailing house solutions to execute your marketing campaign effectively.
Appeal To Hearts & Minds
Great promotional copy identifies with the target audience by explaining why your product solves their problems. Decisions are made based on heart followed by logic so don?t sell the widget, sell the solution. LADS can help you source copy that explains why your features are needed but also motivates prospects through a call to action, linked directly to your great offer.
Selecting the Right Medium
Choosing the right medium for your message?s delivery is as important as the message itself; and pulling it off in a professional but creative manner is essential to obtaining the best results. For instance, will your audience respond better to a?postcard,?e-mail, printed brochure,?greeting card?or sales letter?
Great promotional copy identifies with the target audience by explaining why your product solves their problems.
Direct marketing campaigns generate a fantastic response but following up on all warm prospects will yield a much larger number of sales. A personal approach, perhaps by phone, would the best way to introduce your company or following up with a postcard or sales letter could also be warranted.