The 40/40/20 rule is universally recognized as the gold standard when it comes to direct mail marketing. 40% of the success of your campaign will depend on the quality and accuracy of your mailing list, 40% on your offer and 20% on your creative execution.
Compiling a targeted mailing list is the most important step in any direct mail campaign. Whether it's a purchased list or one that you've built through data analysis, the quality of your mailing list will have a profound impact on your results. A good mailing list will save you money and will help to prevent waste that can occur with a poorly targeted campaign.
Once you have a great mailing list and a compelling offer, it's time to turn your attention to the creative component of your campaign. The design of your mailing is a key factor that will help to make it stand out in the stack of promotional material your target audience receives. Consider things like unique sizes and shapes, color schemes and paper finishes. Each audience has a different idea of what makes a piece of mail appealing, and your marketing team should spend some time understanding the desires of your target market to ensure that your direct mailing is successful.
When your mailing is done don't forget to track the response and conversions that result from your efforts. This can be as simple as providing a coupon code that is specific to each responder or as complex as setting up tracking links that allow you to see the number of orders that are attributed back to a particular piece of direct mail.
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