Direct mail is the perfect communications tool for raising awareness of your business, promoting your products, services and special offers and building customer relationships. In fact, compared to other communications methods, direct mail has one of the highest return on investment rates and impressive engagement – 92% of consumers go online having received some form of direct mail. To help you deliver successful direct mail campaigns, we’ll examine the stages involved in getting it right, starting with planning, budgeting and data.
Plan for success
The campaign will run more smoothly and be more successful if you plan carefully from the start. Begin by asking:
- 1.Who am I targeting?
- 2.What am I promoting?
- 3.How do I want people to respond?
- 4.Which channel will handle the responses?
- 5.How will I measure success?
- 6.What is my message?
Six areas to budget for
Set a budget for the campaign to give you boundaries when it comes to considering the different options open to you. Remember you’ll need to budget for:
- 1.Data (to buy or rent)
- 5.The offer itself
- 6.Response handling.
There are ways to keep each of these costs manageable and our guide will help you along each step of the way. For example, franked mail (as opposed to stamped mail) can save up to 51% on postage.
Know your data
Having the right contact information is crucial to your campaign’s success and there are a number of ways to get it. You may already have the data in-house or you might need to consider renting or buying a list.
If you have responsibility for the data, there are a number of very important things you have to do to comply with data protection and maintain data quality. There are a number of ways Neopost can help with this, have a look at our data accuracy page.
In our second blog, we’ll delve into creative, production and posting. But you don’t have to wait until then, you can find out more by visiting www.neopost.co.uk/dmguide and downloading our Practical Guide to Creating Effective Direct Mail Campaigns (where you’ll find further information to help you plan your campaign and will also find sources of the statistics quoted in this blog).