Slalom Your Way to Direct Mail Success

SLALOM YOUR WAY TO DIRECT MAIL SUCCESS BY CENTRAL MATLING SERVICES 60% OF CONSUMER ADVERTISING MAIL IS OPENED BUDGET THIS IS FUNDAMENTAL. IT WILL HELP YOU DETERMINE EXACTLY WHAT KIND OF MAILING YOU CAN AFFORD. EXPENSES WILL LIKELY INCLUDE DATA PURCHASE OR RENTAL, CREATIVE DEVELOPMENT, POSTAGE, PRODUCTION COSTS, THE OFFER, AND RESPONSE HANDLING. KNOW YOUR TARGET MARKET IF YOU'RE TARGETING CONSUMERS, BE AWARE OF AGE, GENDER, GEOGRAPHY, THE TYPE OF HOUSEHOLD THEY LIVE IN, AND THEIR PURCHASING HABITS; IF YOU'RE TARGETING BUSINESSES, BE AWARE OF GEOGRAPHY, SIZE, VERTICAL AND EMPLOYEE TURNOVER. RETURN ON INVESTEMENT TOP 4 KNOW YOUR OBJECTIVES 1. DIRECT MAIL 2. AFFILIATES 3. SEARCH (SEO) 4. AGGREGATES £4.60 £2.17 £2.00 £1.90 3 YOUR GOAL WILL DEFINE THE TACTICS YOU USE, WHETHER IT'S TO PROMOTE PRODUCTS OR SERVICES, GENERATE LEADS FOR FUTURE FOLLOW-UP CALLS OR MAILINGS, INCREASE AWARENESS, OR BUILD LOYALTY. ONCE YOU'VE FIGURED THIS OUT, HAVE A PLAN ON HOW TO OBJECTIVELY MEASURE THE CAMPAIGN'S SUCCESS. 99% DEPARTMENT STORES IS OPENED OF MAIL FROM KNOW YOUR MESSACE CONSIDER SEGMENTING THE MESSAGE FOR 21.9M DIFFERENT RECIPIENTS. AND LAY OUT A PLAN WHAT WILL HAPPEN WHEN THE RECIPIENT RESPONDS TO THE CALL-TO-ACTION. BE SURE UK ADULTS TOOK ACTION AS A RESULT OF DIRECT MAIL IN 2013 TO MAKE THE CALL-TO-ACTION SIMPLE FOR THE RECIPIENT. TRACK YOUR RESPONSES A SIMPLE PHRASE CAN BE USED, SUCH AS "CMS2014" ENABLING YOU TO TRACK ORDERS BROUGHT IN VIA YOUR DIRECT MAIL CAMPAIGN. YOU SHOULD ALSO KEEP TRACK OF ANY SOCIAL MEDIA INTERACTIONS THAT OCCUR AND RESPOND TO THEM TO SHOW YOUR ENTHUSIASM. 9/10 K 区 DM OLYMPICS 2014 PEOPLE OPEN DIRECT MAIL 44% 77% OF CONSUMERS HAVE ORDERED SOMETHING BECAUSE OF CONSUMERS LIKE BEING INFORMED OF SPECIAL OFFERS SENT OF DIRECT MAIL THROUGH THE MAIL OF CONSUMERS OPEN ALL THEIR DIRECT MAIL Central Mailing Services Ltd T: 0500 170 501 E: [email protected] www.centralmailing.co.uk CMS Central Mailing Services Ltd You f in P|8* Tube