Conducting A Successful Direct Mail Campaign

By Author: M. Stewart.
Total Articles: 3
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Direct mail campaigns are powerful marketing tools that can help a business. However, it must be properly done. Sometimes you may get few responses, but with a large campaign the number may go up.

Direct mail campaigns are powerful marketing tools that can help a business. However, it must be properly done. Sometimes you may get few responses, but with a large campaign the number may go up. Direct mail helps bring forth useful leads that can result in business orders. Direct marketing is becoming an increasingly popular mode of advertising for both small and large firms. The campaign is usually conducted through the creation of a mailing list.

The telephone continues to become one of the most convenient ways to conduct direct marketing. In the present age of mobile telephony, majority of potential clients are able to access email, browse the web and even send or receive money. A direct mail if sent to such a group will definitely give rise to hundreds of responses. Such leads if well pursued may generate good business prospects.

To conduct an effective direct marketing promotion, you should first build ...
... a mailing list. Marketing firms do have databases of consumer trends, products frequently bought and income levels. You can buy a mailing list depending on the nature of direct mail campaign you are running. For instance, with a list of clients who use multivitamins, you can use such leads to target potential buyers for your own supplements.

Retailers, especially those operating fast food outlets or beauty salons use direct mail marketing strategies as a way of bringing in more clients. They normally send coupons at random to a randomly generated mailing list. As the coupons get redeemed they are counted as leads and used to determine the success of the campaign. A firm needs to decide which direct marketing mode best suits their needs. It also depends on the targeted audience.

Before you embark on direct marketing of a product or service, it is wise to conduct some research. Large firms usually set aside funds marketing activities. A marketing firm is normally contracted. The firm develops its own mailing list and determines the best mode of using it in order to generate leads. However, using marketing firms is an expensive undertaking. Small and medium sized retailers may not afford this.

The success of direct marketing can be tested. If the direct mail method is found to be successful, then more funds and resources can be pumped into the programme. The mailing list can then be expanded to generate more leads. Independent direct marketing firms normally use the collected statistics to advise managers on whether to pursue a campaign or not.

Telemarketing services can be used to support the entire direct marketing team. On one hand a direct mail approach will be used to send emails or newsletters. The leads generated are then followed up via telephone. Some clients will still make inquiries even without knowledge of an existing advertising campaign. Their contacts can be used to build up the current database. Generally all responses should be carefully analyzed and recorded for future use. For direct mail strategy to be effective, it needs to be intensive and consistent.
Resource: http://www.dcmg.com/