Direct Mail Campaign Checklist

DIRECT MAIL CAMPAIGN CHECKLIST 1 Decide what your objectives are: for example, making direct sales, maintaining customer relationships or generating new enquiries, Identify your target audience, typically similar to your existing 2 customers, 3 Establish your budget; consider how much each response will be worth to you, and the likely response rate. Plan the timing of the mailshot; avoid holidays, and ensure that mailings A that are linked to a specific event arrive in good time. Build your own mailing list and keep it up to date; keep records of enquiries and existing customers and ask existing contacts for new leads. Consider renting a mailing list; clearly specify your target audience, how 6 many names you want and whether you intend to re-use the list. 7 Ensure that your use and storage of personal data complies with the Data Protection Act. Prepare a letter with a clear, attention-grabbing message selling the 8 benefits of your offers prepare any enclosures (eg brochures). Design the mailshot to be attractive; personalise the envelope and letter as far as possible, and avoid the appearance of 'junk mail'. Encourage responses: make responding easy (eg with a pre-printed 10 reply card) and consider offering an incentive to reply promptly. 11 Use test mailings to establish likely response rates, and to compare the effectiveness of different mailshots or mailing lists. Decide how you will handle the response and make any necessary 12 preparations: for example, train employees how to deal with enquiries, 13 Send out the mailings consider using a specialist-mailing house (us!) to handle lar ge mailings - Call 0500 170 5oi Analyse the response; record which contacts have been mailed and their 14 response, and update your mailing list for any mail 'returned to sender' central cms mailing We www.CENTRALHAILIe.co.UK T 0300 tresel E ENQUIRIESOCENTRALMAILING CO.UK CREATED BY CENTRAL MAILIND SERVICES f in ElPg services FND US O