Direct Mail Campaign.
By Greg Rubin
You have found a knowledgeable, experienced list broker. With their help, you have selected an optimal direct mailing list. Based on your ideal target audience.
You have decided on the perfect design for your mail piece and you are now ready to go. But wait, how are you going to track your direct mail
It has always been thought that measuring. The response rate of a direct mail campaign was close to impossible. With telemarketing, you get an almost immediate response, with the prospect on the other end of the line.
With email marketing, you receive detailed reports measuring open rates and click-through rates. However, with direct mail, you do not always know.
If your mailpiece was successful in pointing prospective clients in your direction. Your direct mail campaign needs a definitive. Call to Action to help measure the success of your next Direct Mail campaign.
Here is a few Call to Actions that can help measure your success.
Personalized Promo Codes.
Make sure each mail piece is printed. With a personalized promotional code or unique offer identifiers. The codes should be personalized to specifically targeted groups of recipients. Such as those living within a radius of each location. Or targeted recipients based on gender or age.
Therefore, if your campaign promotes a product that the customer needs to purchase in-store. The customer presents their personalized code at the point of purchase.
If your campaign allows customers to phone in to learn more. Make sure, they quote their unique promotional code.
This allows you to know who walked in or called in and when. It can also provide information on if they bought, what they purchased. And at which location it was purchased.
This gives you valuable insight into whether the campaign was influential. In contributing to interest in your product/service. As well as which of your locations is most receptive to a direct mail campaign.
Unique Landing Pages
Another way to measure results is to use your mailpiece; to bring your prospects to a landing page, and then offer something on the landing page. That gets him or her to provide their email address. Or other contact information to download or retrieve it.
This gives you the best of both worlds when it comes to measuring your results: A quick and easy-to-set-up way to bring the user to your website. Stats on the number of people who visit, and detailed contact information for leads you can go out and convert.
Provide a personalized URL.
As with promo code, PURLS (personalized URL); can be as specific or broad as needed, depending on how defined you want your results to be. You can do one of two ways:
You can create a specific PURL for a landing page for each campaign. So, prospective clients who want to get more information. Or make a purchase come to the landing page and are prompted to your call to action.
If you are personalizing your direct mail campaign. And you must print pieces with variable fields anyway; you might as well create an individual PURL for each client.
It can be as simple as generating PURLs ending in unique codes. That relates to the marketing database, but that will not only give you the numbers. That response but will tell you who the prospects that viewed your website were.
Use QR codes.
Using QR (quick response) codes in your direct marketing provides an immediate connection. To the online and offline aspects of your marketing campaign. For mobile users, these provide an instant method of getting prospects to your website.
As opposed to either asking them to visit your site and select a page. Or type in an extended (or complicated) URL. The user scans the code with a smartphone and is taken immediately to the page in question.
Once again, you can either have everyone come to the same landing page. And simply count page impressions, or you can create personalized landing pages.
Do not forget to Test.
This is one of the most important tips. As mailing lists tend to be large, try sending your mail piece out to a small test group first. With the proper call to action in place, it will allow you to determine how well your promotion will perform.
Doing a trial run will allow you the opportunity to refine. Your direct mail campaign saving you time, money, and hassle!
As technology is constantly changing, so should your marketing efforts. Lead generation and data collecting are valuable marketing tools.
Why not integrate them with the tried and true technique of direct mail. Make your direct mail campaigns into data-collecting machines. It will allow you to measure the effectiveness of your direct mail campaign. But also give you some insight into your prospects.
Things to Think About When Purchasing a Direct Mailing List.
By Greg Rubin
You can either start a direct marketing campaign to reach out to your current customer database. Or you can purchase a direct mailing list. From a list broker or list manager to connect with new prospects. If you are considering purchasing a direct mailing list, there are several factors you should think about.
Decide on Contact Method
The first step is to decide how you want to reach your prospects. Do you want to do a direct email campaign? Do you want to reach out by telephone, or do you want to try an email campaign? Each contact method has its own considerations.
When deciding on a contact method. It is extremely important to ensure you know the various rules. And regulations governing each direct marketing method.
If you are planning on purchasing a telemarketing list; take the time to research the Do Not Call regulations. If you decide an email blast is a way to go, make sure you know CAN-SPAM requirements.
Therefore, not educating yourself on the rules regulating the marketing method you use could cost you.
Know Your Target Market.
The next thing you need to do is determine what group. Would be most interested in your products and services. This is called a target market and your direct mailing list. Should be tailored specifically to contact them.
Are you promoting your products to consumers or businesses? If you do not know who your target market is. Try looking at your current customer base; and use their features as the model for your target market.
How Often are You Going to Reach Out?
Is your direct marketing campaign going to be ongoing? Or is it going to be one and done? This factor will probably be determined by what the purpose of the campaign is.
In other words, are you reaching out to new prospects to try to create awareness? Or are you trying to promote a limited time offer? Repetition is important with any marketing campaign, the more you can get your message out the better.
However, Direct Mailing Lists do allow for one-time or multiple uses. One-time use mailing lists are typically cheaper than multi-use lists as you are only using the list once. With multi-use lists, you pay full rate for the first use. And a reduced rate for each subsequent use.
You just need to make sure that you are clear on what the usage guidelines. Are of the mailing list you are purchasing. If you use a mailing list multiple times when it is a one-use-only list. You are going to charge a hefty fine.
How Many Contacts?
The size of the mailing list you purchase can be determined by a couple of factors. First is the marketing method that you decide to use.
In addition, email lists have a greater success rate if they are sent out to a large number of contacts. The average open rate of an email campaign is 18 – 20%. The average click-through rate after the being opened is 3 – 4% (rates vary depending on the subject line and relevancy).
This means out of 1,000 emails sent, roughly 200 will get opened and of those, 8 will respond to the call to action. A larger email list will ensure that your message will be opened and reacted to.
The size of the telemarketing list should be determined by the number of callers you have. If you plan on outsourcing to a call center with several callers. Then the telemarketing list should be reflective of that.
A telemarketer can take anywhere between 300 and 500 calls in an eight-hour shift. If you have 4 telemarketers calling, you can go through roughly 8,000 names in a week.
Conversely, if you only have one person in-house making calls. When they have the time, you could go through only 100-150 Names in a week.
Your direct mail campaigns.
The number of contacts on a mailing list will be mostly dependent on the budget. With direct mail campaigns, the list is usually the cheapest part, especially if it has a lot of contacts. Printing and postage can get quite pricey if the list you are mailing to is large.
The other factors that might determine the size of your list. Are the number of contacts that match your target market and budget.
Furthermore, the more defined your target market is, the better the mailing list is going to work. The key is being able to correctly narrow down your target market. If your target market is too broad, the mailing list is going to be way too big.
However, if you narrow the target market down too specifically. You are going to end up with a mailing list that is too small to market to. You must find a happy medium.
When do You Need the List?
It is also important to know that mailing lists have a shelf life. People move, get married, staff changes, new businesses start up, others go out of business, etc. Whether it is a business list or a consumer list, there are countless influences. That can affect the data in your purchased mailing list. If you are not planning on using the mailing list right away, do not order it until you are ready to use it.
What is your budget
No one likes answering this question. In a perfect world, you would purchase as many names as you can to get the optimal result of your direct marketing campaign. Unfortunately, we all must budget.
Paying for printing and postage, or paying the call center, or for the email design and deployment software. Or services all eat up a huge portion of the marketing budget, leaving little behind for the mailing list. Luckily, as mentioned before. The mailing list is usually the cheapest part of a direct marketing campaign.
Therefore, do not want to cheap out on your mailing list either. The more targeted you want your mailing list to be. The more effective it is going to be and as a result, it is going to cost a little more. Then a generic, non-targeted mailing list. But it will be much more effective than a generic, non-targeted mailing list.
As the old saying goes. Anything that can be bought for a very low price probably is not very good. You can probably purchase a cheap mailing list. With tens of thousands of names, that are not accurate, is not compliant and is not targeted and probably will not work.
However, a properly sourced, compliant, target marketing list is not going to be cheap. You get what you pay for and if it seems too good to be true, it probably is.
The answers to the above six points are the foundation for your direct marketing campaign. Whether you are going to find your direct marketing lists directly. Or use a list broker, you are going to need to know the answers to these points.
It is always good to really think about the different aspects of a direct marketing campaign. If you are unsure of what your answers might be, look for an experienced list broker. They can help guide you through the list buying process.
Prospects Influential Inc. is a team of experienced direct marketing list brokers with access to over 70,000 direct mail lists. We provide targeted direct marketing lists to both B2C and B2B companies, from large corporations to small businesses.
Our list brokers help our clients achieve maximum returns from their direct marketing efforts. By recommending and then providing the best quality mailing lists available.
Greg Rubin is the Senior List Broker at Prospects Influential Inc., a respected direct marketing list brokerage company with 32 years of experience in the Direct Marketing and List Brokering industry.
For more information on Direct Marketing and how we can help improve your Direct Marketing Campaign results. We invite you to visit our website at http://www.prospectsinfluential.com