Direct Marketing is just one element of an integrated marketing campaign. Below we list a range of tips that will prove useful in your next direct marketing campaign.
Direct Marketing is used as part of an integrated marketing approach to achieve specific measurable results from an unsolicited target audience.
Effective Direct Marketing: An effective direct marketing campaign will allow you to:
o Focus limited resources into areas that can are the most likely to generate the highest results
o Measure the results and response rates
o Test your market before developing a full campaign
o Increase sales to existing customers
o Develop customer loyalty
o Re-establish lapsed customer relationships
o Generate new business and/or client base
o Develop a personalized message to your target audience
Direct Mail Campaign: A direct marketing campaign takes on various forms incorporating:
o Mail merging (post box) direct mail campaigns (both business to business and business to consumer)
o Unspecified mail box delivery
o Email campaigns
o Catalog and leaflet distribution
o Mailing list management
DIRECT MARKETING TIPS
1. Test the market in specific regions with redeemable vouchers or incentive offers specific to each area along with a call to action to measure the response. Regions my be based on demographic or geographic structure.
2. Have a defined campaign objective and ensure that the campaign is timed to coincide with your other integrated marketing strategies. This may include other promotional opportunities, special purchases, other media placements or perhaps a website launch.
3. The best results often come from those customers that are familiar with your brand and/or service. Communicating with you existing customers on a regular basis will be rewarded with loyalty, even during periods of economic downturn.
4. Utilize third party endorsements. Great results can be achieved when a third party sends a direct mail recommending your service
5. Never send mail to those that have opted out of receiving any form of direct mail, including e-mail campaigns. An opt out is an essential element of ANY campaign involving email or sms content.
6. The mailing list is a key factor in a successful direct marketing campaign. Ensure that your list is relevant to your market and include an offer.
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Marketing World Pty Ltd
Sydney, Australia
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