You could start by making sure everyone on your data list has a pool then narrow your list down further by making sure the prospects already use a pool service. By getting specialized data from a list broker you can dictate specific factors that will make your mailing more likely to succeed. There is no reason to send an ad offering “half price pool cleanings” to everyone in an apartment complex. By working with a good list broker, and knowing the type of person who is likely to purchase your product you can send your direct mail piece to the people who are likely to buy your product, and only those people. Decide where the best opportunities are and target your direct mail campaign. You know your business best, and you know who is going to buy what you have to sell. Define your audience and the audience and sub-segments. Before you go out and buy 10,000 addresses you need to know who you are marketing to. The three most important components are often considered to be the data list, the creative, and the offer.Īrguably the single most important part of any direct mail campaign, your data list dictates who gets your direct mail advertising, and who doesn’t. What are the components? How do you maximize the effectiveness of each component? Well… The point is this: the key to direct mail success does not involve one single component it involves everything working together. New and innovative creative without a call to action will leave your registers empty. You can have the best data list but if you don’t offer the potential customers something they want they won’t respond. ![]() ![]() So how do you create a well developed direct mail campaign? Is there one factor that dictates if your mailer is read? Can one decision reduce your response rate? What makes one direct mail campaign work while another fails? On the other hand a poorly developed direct mail campaign will leave your phones silent and give your sales people the opportunity to catch up on their reading. A well developed campaign can generate new sales for pennies on the dollar, source leads for your sales people, create brand awareness, and make your marketing budget work harder and go farther. Direct mail is one of the best marketing tools when you want to connect with a potential customer on a personal level.
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