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

Direct Mail tips

If you’re not contacting your customers, you can bet that someone will be. Imagine if that someone was your competitor?

The majority of businesses lose customers through lack of communication not bad service or poor products.

Contact your current customers via targeted direct mail. They already know how to spend money with you so it’s a lot easier to get them spending again.

Why not obtain a mailing list based on your current customer’s profile. Did you know you can receive up to 1000 business contacts from a local Business association absolutely free?

Repeat

In order for your message to be noticed you have to repeat it at least 3 times.

Personalise

Remember PrintMatters are a digital print company so we can personalise every individual piece of mail.

Be friendly

When writing the mailer write it to an individual and it will sound much more appealing.

Dont drown them

You want to create an interest in your product, service or company, you don’t want to bore them to death. Focus on the key benefits and what they will do to improve their life.

At PrintMatters we can design, print, post and cleanse your list through our mail return system.

PrintMatters, we do more. enquiries@printmatters.info 01356 625 033