If these are new prospects, you may know less. If you are mailing to your current customers or leads, there is a good chance that you already have detailed profiles and segments. What are their needs? What are their problems? How does your offer position itself as a direct solution to those problems? You can’t define a great offer without first really understanding your audience. The more you define and clarify your audience, the better your campaign will deliver. Next, it’s time to define your audience for your direct mail campaign.
Attach your goals to data, and track your campaigns to optimize your messaging and processes as you become more familiar with the channel. Once you’ve answered these questions, your goals and objectives will become more clear. Design assets, copy, and audiences may be able to be repurposed and tested in a new channel.
What skills or assets do you have that may be transferable to direct mail marketing? The foundations of a solid digital marketing campaign aren’t much different than in direct mail. Still, you should know where you want to go so that you can move in the right direction with each campaign that you launch. What do you want your direct mail marketing to do for you in six months? One year? Your long-term goals for direct mail marketing might be very different than the goals of your first campaign. What do you hope to achieve from your first direct mail marketing campaign? Is this campaign meant to generate sales? Build awareness among your target audience? Supplement a digital marketing campaign?. Here are a few questions that you can ask yourself to get the ball rolling: Step #1) Establish Objectives and Goalsīefore you can send out your direct mail campaign, you need to think long and hard about what you would like to accomplish from your campaign.įor those that have never run direct mail marketing campaigns, this step can be a bit difficult. These steps are designed to walk you through the process of creating an effective direct mail marketing campaign, which is simpler than you might think when you use today’s latest technology.īy following this outline, you’ll be able to determine who the right audience is for your offer, the right message for delivering that offer, and use your experience to optimize and iterate campaigns moving forward. A step-by-step approach for getting started using automated direct mailThe Blueprint for a Successful Direct Mail Campaignĭirect mail campaigns can fit seamlessly with digital activities, particularly when using modern tools to integrate channels and automate the direct mail process flow. An ROI framework to help you estimate the potential cost savings from automation. A detailed view of the inefficiencies in the current process, and how they can be addressed through automation. In Modernizing the Direct Mail Process you’ll get: You’ll get a deeper understanding of how automation can transform your direct mail operations, and give your campaigns greater speed and personalization. Learn the benefits of automating intelligent direct mail in our eBook, Modernizing the Direct Mail Process. When direct mail campaigns take months to make it to the mailbox, it can translate into larger overhead costs for the company, but worse yet: it removes your ability to send well-timed engagements with your audience. Executing a direct mail campaign in-house often means having specialized teams that manage niche aspects of the direct mail process, which can inconsequentially slow down an organization’s ability to send timely direct mail.
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