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The recipe for an effective lead generation direct mail campaign is
really no secret.
It's how the campaign is executed and the experience of the marketer
that can really make the difference between a successful or mediocre one-on-one
communications effort.
No two direct marketing campaigns are created equal, but many utilize
the same ingredients, whether its a qualified direct mail list or the
inclusion of a strong call-to-action.
To implement successful direct mail campaigns, consider these tips:
1- Qualified List
Many a marketer has said "your direct mail piece is only as good
as your list." The most effective piece cannot perform to expectations
if it is not received by the right person, in most cases, the decision-maker.
We take the time to gather, check and test your database.
2- Make An Offer
Send a coupon, debut a "gotta-have" new product/service, announce
a sale, give a sincere thank you or offer a freebie. We position your
offer as something that will increase the recipient's desire to respond.
3- Answer This
"What's In It For Me?" In just a few seconds, you must communicate
the answer to this common question. Tell the recipient about the benefits
of your product/service/message he/she will want or need to know. Identify
the benefits that are significant to decision-makers. Discuss your prospect's
problems and how your product resolves them. In short, tell them you have
what they want or need to make a decision to respond.
4- Send A Letter
Statistics show that a direct mail package accompanied by a letter will
nearly always out-perform postcards, brochures, samples, etc. sent without
a letter. One-on-one communication is enhanced by personalization techniques
that can most effectively be achieved with a letter; using the recipient's
name, discussing topics that are important to him/her, identifying other
specifics.
5- Start Strong
Don't wait to send your message home. Grab your audience by beginning
your copy with the strongest sales point. Within seconds, you must impress
upon your prospects that you have something they need. Pitch your product
with a solution, provocative question or irresistible offer. We position
your pitch where your piece will get the most readership; first paragraph
of letter, brochure cover, photo caption, headline, post script.
6- Ask & You Shall Receive
Make it absolutely clear as to what you want your prospect to do. Make
it easy for him/her to respond. Keeping it simple may involve: an 800
number, credit application, reply card, self-addressed envelope, on-line
information address or fax order form.
7- 3D Works
With postal requirements in mind, a three-dimensional direct mail piece
can be a powerful marketing tool. Dimension can involve one or more of
our five senses, incorporating a gift, fragrance, sound or sample. In
a crowded mailbox, it is the unusual package, holding a mysterious "something,"
that stands out.
8- Be Ready to Respond
After receiving a personalized direct mail piece, your prospect expects
prompt action to his/her response. We are careful to acknowledge when
and how requests will be fulfilled, how to prioritize the responses and
most importantly, how your customer service/sales team will move the inquiry
from lead to sale.
Creating an effective direct marketing promotion is anything but easy.
Just as a chef plans each meal before he prepares it, a marketer must
do the same. Every effort should undergo careful planning that involves:
- setting marketing objectives, to measure against later
- ensuring the mailing list is current and targeted
- selecting the offer
- performing marketing research
- making budget decisions
Other important behind-the-scenes factors that affect the program's performance
involve: establishing buying procedures, delivery and inventory issues,
managing functions to coordinate communications between the sales force,
customer service and fulfillment analyzing responses to report results.
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What does Grant
Johnson know
about Direct Marketing?
An industry veteran with over
15 years of experience, Johnson identifies the market trends that
affect Johnson Direct's clientele: insurance, utility, healthcare
and not-for-profit marketers.
In addition to promoting
the company's full-service capabilities, one of which is direct
mail, Johnson also teaches direct marketing at Waukesha Community
Technical College, Pewaukee, Wisconsin and instructs for the Wisconsin
Direct Marketing Association's basic direct marketing course.
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