Back To School with Direct Mail & Direct Marketing

BACK TO SCHOOL WITH DIRECT MAIL & DIRECT MARKETING Direct mail and marketing is about making direct contact with existing and potential customers to promote your products or services. Direct marketing enables communication with targeted groups of consumers and it helps build profitable customer relationships. It helps you in achieving specific objectives such as Increase sales from Generate new business leads and sales. existing customers. Re-establish relationships with dormant customers. Increase customer loyalty. Direct Marketing Types Direct Marketing as a whole comes in the following major flavours Direct Mail Direct Email marketing Leaflet marketing using letterbox drops and handouts SMS Telemarketing Text (SMS) marketing Direct Marketing Guide lines ull A Catchy Subject Line. Create compelling content: Make sure your message has the following A Central Idea. A personal touch in the mailer /e-mail like personal greetings, reference of purchasing history. 56% 56% of people welcome mail that gives them useful info! Focus on the offer- The offer should also be appropriate to the product or service it relates to. For example, some products are better matched with a price cut instead of % off. offer 62% of people in UK like to receive mail telling them about new offers Conviction: Support your Big 62% Promise with evidence like market research, customer response, lab tests, and testimonials from experts. Anticipate the audience's doubts or questions, and answer them, don't sidestep them. Put some local flavour which can give the idea that you are aware and understand their situation. AUDIENCE SEGMENTATION: Segmentation allows matching the content with the recipient's interests and makes the offer more attractive. Target the mail/sms/leaflet to the correct audience based on their purchasing power and status. Offer rewards to Loyal Customers 70% of people welcome 84% of respondents and a mail that rewards their loyalty. their families have taken action on receipt of a 'money off coupon. Timing is the key: Check out the best time to send the communication from the below statistics: Chance of Viewing/responding Friday - Monday 5% 10% Thursday (15% Tuesday Wednesday • 10% 50% the best timing being from 11a.m. to 3p.m. Locating New Prospects The easiest way to locate new prospects is to buy or rent a mailing list. Mailing lists are available directly from database marketing companies that specialise in business to business or consumer lists Call to Action A great sales letter does not necessarily lead to great sales. Be precise and clear in what you want them to do. Direct the recipient to the required action. Make it as easy and as quick as possible for them to respond by including such items as direct ordering forms with pre-printed names and addresses, fax back sheets, response mailers, hyperlink click-through for e-mails. Direct mail gets better with time. The cost-per-lead drops and you experience increased success. So you shouldn't send just one communication if you expect to reap the true benefits of direct mail. bakergoodchild bakergoodchild.co.uk Sources: http://directmarketing thomsonlocal.com/News-Advice/Why-Use-Direct-Marketing/ http://www.business.qld.gov.au/business/running/marketing/direct-marketing/using-direct-marketing/direct-marketing-types http://www.marketingdonut.co.uk/marketing/direct-marketing http://advertise.valpak.com/direct-marketing-for-beginners-what-you-need-to-know-to-get-started/ http://www.marcommwise.com/article.phtml?id-875 http://www.ukpages.net/dor2dor/statistics.htm http://blog.imail.co.uk/post/2014/01/10/Direct-Mail-In-2014.aspx