Direct Mail

Direct mail can be a very effective way of generating leads when carried out well. Here are some things to think about when planning your next campaign.

1. Remember to test and measure everything so that you will know if your campaign was successful. Start with a small test group and see what results you get.

2. Think about what response you want to get from the recipient.

3. Include a covering letter with your brochure. (See Sales Letters to find out how to write an effective one.)

4. Put it in a nice envelope so it looks more personal, with a stamp if possible.

5. Make the reader feel important and ensure the focus of the direct mail is on him/her and the benefits of using your product.

6. Include some sort of offer to incentivise a response. - an offer of free useful information will qualify your leads.

7. If you get a good response from a mailing and then repeat it - you will get another good response.

8. If you don’t get an immediate response – try again and again – refining as you go. Most people give up after two goes but quite often it will take up to a dozen communications before you build trust and get a response.

9. Follow up the direct mail with a telephone call.

Direct Mail can be a complete waste of time and money if not thought through. Always test a campaign first on a small target group to measure the response.

When you start to plan your next campaign – give me call and I will help you make it work: 01647 253305

Clever designs and creative gimics are not always enough. – you need to think about what will actually make your customer respond – what will reassure them that your product is what they want. 

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