How to dramatically increase the effectiveness of direct marketing
Mmmm, direct mail, we either love it or we hate it. I suppose it's a marmite marketing tool!
Direct marketing can be a valuable and cost effective way to inform your clients and prospective clients who you are, and what your business offers.
Whatever your thoughts are, if your campaign is carried out effectively, it can be a fantastic way to create sales leads for you and your firm.
Here are 10½ tips to ensure your direct marketing is a big success.
1. What is your objective?
Before starting your direct marketing campaign you need to ask yourself what are you trying to accomplish. Determining your goals and objectives is the most important first step to a successful campaign.
You may want to:
• Increase sales to existing clients
• Build client loyalty
• Generate new business
• Cultivate long term relationships
Without clear objectives it will be impossible to measure the achievement of the campaign.
2. Timing is crucial
To help give you clarity, focus and structure, create a 'step by step' plan for every aspect of the campaign.
Try to avoid planning any activity around the time of the year when you know people will not be readily available, such as July, August and December.
3. Chose wisely
One of the most important elements of any direct marketing campaign is the list of the targets who you wish to contact.
Do some research and find out who you need to write to so that you can personalise the letter. Getting your message across to the right person will generate higher quality sale leads and increase your return on investment.
4. Check thoroughly
‘It’s all in the detail’
When it comes to sending your direct mail mechanism always make sure that you check your prospect list of respondents twice to ensure that the data is accurate.
Taking time to ensure all information is up-to-date at this stage, will ensure that the respondent’s first impression is a positive one.
5. The right environment
Most firms now engage in some form of Corporate Social Responsibility and depending on their view point may see that your direct mail is not environmentally friendly.
When sending out your direct mail mechanism ensure that you highlight all environmentally friendly and ethically sound aspects so that you can appeal to their greener side, for example, the recycled contents or materials used.
6.Go 3D
If you want to reach the desks of your target audience then ‘lumpy mail’ is the answer.
There is nothing like a big box or a bulging letter being sent through the post and finally emerging on to your desk. It creates intrigue and a sense of excitement for the receiver, meaning that your information is not shuffled to the bottom of their pile.
Once you have got their attention, make sure you keep it and don’t let them get away.
7. Testimonials are powerful
Nothing is more powerful than a good reference or testimonial from an existing client. When the message of your brand comes from your clients it has greater influence. This is due to their objectivity and independence from your company.
Why not use them in your direct mail mechanism to show the respondents what they can achieve with your help.
8. Call to action
To elicit responses at the end of your direct marketing mechanism, give the receiver an incentive to respond to your campaign quickly making it clear as to what they are to do next.
Do you want them to call you, return a form, send an email or register online? Whatever you tell them make sure you tell them and then tell them again!
9. Follow up discipline
Work out when your direct marketing mechanism is about to land on the respondent’s desk and start your follow up phone calls after only a few days.
Your campaign will give you an interesting conversation opener, which will make it easier to form rapport with the individual, dramatically increasing the success rate.
10. Test, measure & refine
Do you really know how your target market thinks?
No matter how clear an understanding you have of your product, service and the market in which you operate in, you never know exactly what will register with your prospects until you complete the campaign.
The best way to examine the response of the campaign is to test different elements one at a time. You could use different titles for half of the campaigns to see which generates the most interest, highlight certain parts of the text or alter the offering.
By knowing what works and what doesn’t, you will be able to create successful campaigns in the future which will generate a higher return on investment.
10½. Have fun
Above all, remember to have fun when designing and following up your direct mail mechanism.
The rewards of this marketing tool are waiting for you!
What our clients say about us
We wanted to restructure the sales and marketing team of our firm to align it with our business objectives. We wanted an external viewpoint from somebody with a close but not exact industry experience, a track record and a flexible way of thinking. Now we have a robust model with the potential to be successful.
Chris Lonergan, Business Development Director, Cooper Parry, Accountants
What we expected from Size 10½ Boots was direction and focus and that was exactly what we got. By the end of the period of working with Bernard we were quite clear about where we were going, how we were going achieve what we wanted to achieve, and that just made the whole working process for us much more tangible. Being in business was a much more tangible experience for us.
Steve Phillips, Little Room Music Production, Business Services
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