Whether you regularly use direct mail as a communication method or are new to this format, every campaign should start with a plan to ensure maximum results are gained.
Here’s our 5-step guide to help you plan your next direct mail campaign.
Step 1 – The Mail Piece
What is it that you are going to send?
Double check that print is the correct format for the information you wish to send.
People like to consume information in different ways. Some information is more appropriate received digitally. Email or social media is the best media for your latest news and updates or replies to messages and confirmation of orders.
However, a nicely designed corporate brochure or product catalogue, holiday itinerary, membership welcome pack or loyalty reward are all enthusiastically welcomed by the customer when received through the post.
Step 2 – What’s the message?
How do you want to make the recipient feel? What do you want them to think about you?
Your next job is to define the key message for this direct mail campaign.
Receiving something through the post makes the customer (or prospect) feel far more valued than if they were to receive the same message via social media.
So, don’t let them (or yourself) down! You have a reputation to protect and a relationship to build. The messaging is extremely important as it creates a deep impression and has a lasting effect.
Remember, it’s not just words that convey a message, design and quality of the paper speak volumes too.
Step 3 – Integrate with other marketing media
Maximise the impact of your mail campaign by supporting it with other marketing channels.
Opening the mail piece is possibly the first step in a series of actions. The next step is likely to be a visit to your website to find out further information or to place an order.
Ensure that all customer touchpoints support the message of this mail campaign.
Step 4 – The bigger picture
Coming up with a great idea for a mail campaign has its advantages and disadvantages. To ensure that it’s not an ad-hoc or reactive exercise check that the campaign fits with the bigger picture and overall plans for the business.
Thinking of your company’s marketing plan, does this mail campaign support objectives that have been set?
How does this mail campaign fit with future marketing activities that you have planned?
Perhaps this is part of a series of mailings?
Step 5 – Measuring results
To determine the success of this mail campaign an objective needs to be set. This will give you a benchmark to measure against.
The means of measuring will depend on the objective. It could be:
- Number or value of orders placed with a specific promotional code
- Number of visitors to a webpage created specifically for this campaign
- Number of downloads of an eBook, document or video views
- Number of telephone calls to a dedicated telephone number for this campaign
- Number of postal replies returned
The campaign will be more successful if just one objective is set and of course the call to action in the message should support the same objective.
Next step…
We trust you find this 5-step guide to planning a mail campaign helpful.
We have been helping our clients produce and deliver their direct mail campaigns for over two decades, so whether you’d like a fresh set of eyes on your existing methods or are new to mail and would like a bit of guidance, we’d be delighted to help. You can give us a call on 01737 428169 or email us.
