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Direct Mail Marketing Guide for input on how to construct your direct mail campaign.
1. Targeting - most important aspect is targeting a specific group of customers.
2. Personalization - tailored to your customers' specific needs based on previous transactions and gathered data.
3. Optimization - Because of its direct accountability, direct mail can be tested to find the best list, the best offer, and the best timing (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
4. Specific data collection - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
1. Define the purpose of your communication
2. Take informed decision - know your customers
3. Consider the following factors before testing: revenues from customers, products in focus, industry and customer segments, geographical distance from the customer to your stores, turnover and sizes, and activation of your campaign
4. Test your assumptions in real life
5. Analyse, Test, Conclude and Decide
6. Take care of contacting customers
7. Decision Time - Active Direct Mail Campaign
8. Implement and Follow Up
