Direct Mail Part 2: Planning your mailshot

Last week I discussed how direct mail can help you. This week you need to decide what you want to realistically achieve from your mailshot. Set yourself some targets whether it is number of enquiries, revenue generated or encouraging visits to your website.

If you want to target new customers then you will need new names and addresses. An external supplier can source names for you or you can generate the data yourself.

• Business directories
• Online sources such as yell.com
• Other peoples lists. Look at the person sitting next to you; they are a non-competing business in your area so why not swap lists?

To get a response you have to understand what people respond to.  Self interest and the need for news are two things that you need to focus on.

People take notice if they can make money, save money, save time or impress others.

Now you have grabbed the attention you need to give the recipient the opportunity to respond.

This could be a tear off slip, an order form an entry form for a competition. Whatever it is, make sure to gain more contact information.

Next week we will discuss writing and designing the mailshot.

enquiries@printmatters.info 01356 625033