Direct Mail Marketing Boot Camp
direct mail marketing campaigns are one of the widest used forms of advertising. If you’re only ,sending a letter to an address is not the way to benefit from this classic sales tool. You must always have a plan in order to use any sales technique and you must set your plan in motion at the start of any campaign. With a direct mail agenda the most important weapon in your arsenal is going to be a list…..not only a list…….but THE quality list. After all if you are trying to sell suntan lotion and your mailing list is only comprised of penguins residing at the South Pole, your results may be a bit disappointing. You must have a list for all of your current customers as well as people they may refer….this is a Direct Mail Marketing that you will keep updated at all times. It is known as the House List and on it are all of your customer’s names and any information such as address, phone number and email address. You might also note birthdays or some other event for these customers. With direct mail you need to target your customer base….after all, they have bought from you or used your services one or more times and they are the most likely of all people to be a returning customer. You must send them notices of special prices or offers. You also want to reward loyalty and by doing this you will increase the chances that they will return to your business again and again. To the people on your house list you will send a special direct mail piece which might be in the form of a holiday card or note or a birthday card and in these cards or letters you will remember to have your business featured, or perhaps have a personalized special offer included.
The second type of list you will need for your direct mail needs is a prospect list and this is to be used for the solicitation of new customers. Old customers are your best and safest bet but it’s important to remember your list has an attrition rate You must supplement and build onto your house list with the prospect list. You will need new customers to maintain your business. You have some options for the prospect list:
1) you may purchase a pre-compiled list of likely customers
2) you may create a list by solicitation
3) you may generate your own list by using a web program
Most marketers’ state that the lists, if properly prepared will guarantee that are specific to each group. One essential thing to remember is that so many prospects are already primed to buy, all you need to do is make sure that your product or business is there for them to take note of and it needs to become easily recognizable to them. Once you are accomplishing these steps your quality lists will be destined for success.
