#Direct mail process software#
Segmentation/selection – Most companies have their customer records stored in a business software database or customer relationship management (CRM) software. There are several issues to be aware of when using your own list: Thus, your own list will usually yield the best results when selling products or services or when fund-raising.
The people in your own list are already familiar with your company’s products and services. Your own list – If you have a list of current customers, lapsed customers or prospects, this is a great option for direct mail. We’ll review the pros and cons of each type of list below. There are two basic types of lists: your own list or a purchased list. Your direct mail campaign may perform significantly better or worse and you’ll need to establish your own benchmarks as you track the success of your mailings. In very rough terms, if your goal is to sell 100 widgets, you’ll need a list of 10,000. On average, direct mail campaigns are considered successful if you achieve a 1% conversion rate, meaning that 1% of recipients will buy your product or become a lead or respond in some other way. In addition to identifying the right recipients of your offer you’ll need to determine how many pieces you need to mail in order to achieve your goals. Identifying the right list for your offer, and also identifying the people who should not see your offer, is critical. 20% of success is based on excellent creative.20% of success is based on having the right message and offer.40% of success is based on selecting the right list.You may have heard of Edward Mayer, who developed the 40-20-20 rule for successful direct mail: The success of your direct mail will depend in large part on the quality and relevance of your list. Re-engage inactive customers: have _ of them visit your site for a summertime giveaway.
#Direct mail process upgrade#
Some examples of typical types of goals for a direct mail campaign are: Time bound – The goal needs to have an end date so that you know whether or not you’ve achieved success.Relevant – The purpose of the campaign should be relevant to the overall success of the organization.You can stretch a bit, but don’t make your goals unreasonably optimistic. Achievable – Keep your goals grounded in reality.Measurable – You’ll need to be able to measure whether or not the campaign sold those 100 widgets at $9.99.Specific – Your direct mail campaign should have a clear and specific goal such as “Sell 100 widgets at $9.99 each by end of month.”.Using SMART goals is a handy way to ensure that you are starting your direct mail project off on the right foot: What are you selling or offering in your direct mail campaign? Setting clear goals will make every successive step of your direct mail campaign easier. Step 1 – Decide on your goals and your offer This guide will walk you through the choices at every step in the direct mail process, from goals to list selection to letter design to type of postage to results tracking. However, executing direct mail successfully can be challenging. But direct mail has unique value as a marketing tool because consumers are more likely to trust direct mail offers, and it has a longer shelf life than digital marketing. Direct mail might seem outdated given the array of online marketing channels such as email, social media, paid search, and display ads.
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