5 steps to hitting your direct mail targets
E-mail and Internet marketing may be attracting buzz, but there are still strong incentives to send printed messages directly to customers whom you select. Direct mail gives you complete control over who sees your marketing, in contrast to advertising in print, online-mail, Web sites, or television.
For small businesses, where sales leads and customer contact information so often fall through the cracks, being able to market pinpointed prospects with postcards, flyers, catalogs, or personalized notes is a terrific opportunity. A well-crafted, road-tested direct mail package represents a cost-effective sales cycle all on its own, including advertising message, presentation, special offer, call to action and ultimately, deal closer.
If you take the time to do it right, direct marketing can generate gratifying and measurable results. Oddly enough, it's the latest electronic tools that are driving interest in commercial mail marketing. One consumer's throwaway is another prospect's prize, which puts value in the eye of your prospect. So the key to getting results from direct mail is a precisely targeted mailing list.
You need the right message in front of the right customers at the right time to get the buy-in. Many experts say that 40 percent of direct mail's success will depend on the list.
If you're a realtor, for example, think about a postcard campaign offering your services—and perhaps an invitation to a seminar about retirement communities—to home-owning parents whose youngest has just headed off to college. Or consider the effect of an insurance agency that specializes in business and property policies mailing personalized letters to companies that have just moved into new digs. That's the potential of electronic tools. Here are the steps to take that will reel in results.
1. Define Your Objectives
2. Test Your Return on Investment (ROI)
3. Polish the Offer
4. Reward Response
5. One Message Won't Do
Source: http://www.microsoft.com/smallbusiness/
For small businesses, where sales leads and customer contact information so often fall through the cracks, being able to market pinpointed prospects with postcards, flyers, catalogs, or personalized notes is a terrific opportunity. A well-crafted, road-tested direct mail package represents a cost-effective sales cycle all on its own, including advertising message, presentation, special offer, call to action and ultimately, deal closer.
If you take the time to do it right, direct marketing can generate gratifying and measurable results. Oddly enough, it's the latest electronic tools that are driving interest in commercial mail marketing. One consumer's throwaway is another prospect's prize, which puts value in the eye of your prospect. So the key to getting results from direct mail is a precisely targeted mailing list.
You need the right message in front of the right customers at the right time to get the buy-in. Many experts say that 40 percent of direct mail's success will depend on the list.
If you're a realtor, for example, think about a postcard campaign offering your services—and perhaps an invitation to a seminar about retirement communities—to home-owning parents whose youngest has just headed off to college. Or consider the effect of an insurance agency that specializes in business and property policies mailing personalized letters to companies that have just moved into new digs. That's the potential of electronic tools. Here are the steps to take that will reel in results.
1. Define Your Objectives
2. Test Your Return on Investment (ROI)
3. Polish the Offer
4. Reward Response
5. One Message Won't Do
Source: http://www.microsoft.com/smallbusiness/
0 Comments:
Post a Comment
<< Home